Lovesick, the clothing store known as Torrid’s “little sister,” has now extended their sizes downward in order to accommodate size 8 shoppers.
The brand now includes sizes 8 to 26, which leaves some plus size shoppers and advocates scratching their heads. Why would a well-known plus-size retailer want to expand their sizes downward, instead of upward?
Re-branding itself as connoisseurs of “curvy” fashion, Lovesick hopes to reach teen girls size 8 and above who may be falling through the cracks between “too much” and “not enough.”
With brand ambassadors Jordyn Woods, Barbie Ferreira, Diana Veras and Lulu B., the brand hopes to reach teens and the young at heart with trendy, affordable options. Unlike its higher-end sister store, Torrid, nothing in the store is above $59, making it especially accessible to younger fashionistas and earning itself a spot in the closets of those who cover its affordable bralettes and jeans.
“Our brand is evolving into an inclusive brand where size doesn’t matter; only fun, young and cool fashion trends for girls is our focus,” says Kim Bajrech, Lovesick’s vice president & general merchandising manager. “When we first launched last April, we noticed we were attracting smaller-sized customers who were shopping with their curvy girlfriends. We thought this was a great opportunity for us to break through traditional ‘plus-size norms’ and become that inclusive brand that offers a range of sizes on both ends of the spectrum.”
Lovesick has partnered with Plan International’s Because I am a Girl program to reinforce their commitment to empower young girls globally and promote wellness and self-esteem. Lovesick’s partnership with Because I am a Girl helps educate young women in need in developing countries by providing tuition, school supplies and uniforms with through a portion of the proceeds from Lovesick sales.
The brand kicked off in April 2016, with 23 stores nationwide and bustling internet sales. To check out the newest curve fashions, go to the store’s website.