17th July, 2020

Celebrating one year of Cotton On Curve

In recent months, the Group’s Curve brand, exclusively designed for women size 16 to 24 celebrated their first year of trade – and what a year it was!

The Cotton On Group’s brands pride themselves on listening to the needs of their customers and providing them with what they’re asking for.

Before the launch of Curve in 2019, Cotton On was already releasing extending sizing ranges with an overwhelmingly positive response. Using this ongoing feedback and customer insight, alongside the desire to cater for every person, Cotton On Curve was born.

The past year has seen the range include on-trend fashion from denim, dresses, skirts and essentials for everyday wear without sacrificing price, style or comfort and offers the signature Cotton On trends with the difference of a curve girl fit.

Anchored in Cotton On’s brand DNA and denim heritage, Curve’s first year of trade saw a major focus on denim fits. The fit elements of the range were a priority during the design phase, including stretch and recovery fabric, with each size considered for the female shape. Other features include tailored waist bands that come in and hug the hips, longer zips for an easier fit, and extra room in the thigh to celebrate the natural curve.

When it comes to the future of the brand, Cotton On Curve’s creator and Buyer, Bianca Kaoustos said,

“The plan is to continue to grow awareness of this brand, expand to more stores and build this community of women. I am so proud to be part of a team that can offer an inclusive range to our customer.”

For the Cotton On Group, the Curve brand means so much. It’s inclusive for young people everywhere.  It’s everything our customers love about Cotton On, with more diverse sizes.

Happy first birthday Cotton On Curve!

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