Fabulous, The Sun’s lifestyle brand for women, has launched the Fuller Bust Collection, its first fashion range that has been designed in collaboration with 2,500 readers
After commissioning research, Fabulous found women with DD+ chests struggled to find clothes on the high-street or online that fit properly, having a big impact on their confidence and the way they dress.
The exclusive survey found:
- 64% of readers have faced challenges buying clothes because of the size of their chest
- Two-in-three Sun readers with size DD+ boobs struggle to find clothes that fit
- Four in five women told us that the clothes they usually buy are often too tight, gape, show their bra straps or have low necklines
- 20% say their breast size has had a negative impact on their confidence and self-esteem
The limited-edition, seven-piece summer capsule range features five dresses and two tops, all of which have been specially adapted to perfectly fit bigger busts.
Readers have been part of the design process via Facebook, WhatsApp, email and the Fabulous website. They’ve helped make key decisions on everything from the prints and colours, to the style and fit. Influencers have modelled the collection in the magazine, and later in The Sun’s Fab Daily pages, readers will share their sartorial struggles with their bigger busts and try on the new range.
Abby McHale, deputy fashion editor for Fabulous, says: “In February, I wrote all about my own struggles with my 34G chest – from not being able to wear anything backless, to my constant need to have a safety pin, so my bra isn’t always on show, and I wasn’t the only one – until now!
“The readers’ input to this collection has been invaluable and together we’ve made a range that will flatter their busts and solve their problems to create clothes they’ll love to wear for years to come.”
Considering that 30% of products globally are destined for landfill before they’ve even left a warehouse, the team decided to only start making our clothes once orders have been placed, ensuring they can match supply to demand. Factory workers are paid higher wages and Fabulous is working with Pratham, a charity in India, to fund education centres for children in migrant areas. Buying a dress can support a child’s education for two months.
Rachel Shields, assistant editor, The Sun, says: “Every woman should be able to wear clothes that fit and make them feel Fabulous. We hope that this collection will do just that!
“We know our readers love fashion — £24 in every £100 spent on women’s fashion comes from a Fabulous reader — but the fact that thousands of them volunteered to design this collection with us was just phenomenal.
“Fabulous is a brand with a massive reach – 6.2 million women a month read and watch us on YouTube, Instagram and TikTok – but the chance to develop such deep engagement with a cohort of women was really special.
“We hope this is just the start of the Fabulous clothing Collections – watch this space.”
