Belle bird: 60,000 women create a new label with curve appeal

Jessica Schumann

Belle BirdIndependent online women’s fashion store Belle bird is the new Australian label that has been created in response to exclusive body shape research which has revealed the body shapes of more than 60,000 women.

Available from Tuesday 13 January in sizes 12-22, the first collection Danger: Curves Ahead features top Australian plus-size model Mercy Watson.

In creating Belle bird, birdsnest—a home grown fashion retailer—draws on research which reveals that more than 50% of women say they have a round tummy, and 30% say they have big boobs and/or curvy hips.

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With the average Australian woman being a size 14 and many labels reaching just a size 12 or 14, birdsnest saw there was a need for size ranges that reflect the reality of our body shapes.

Birdsnest founder, Jane Cay shares the story.

“Belle bird is about confidence,” says Jane.

“We want women to put on a piece from the collection, to take a deep breath, add a big smile and then walk out the door rocking that outfit and feeling absolutely amazing.

“We are talking to women every day and increasingly we were finding that they wanted something that didn’t exist, so we set out on a journey to create and deliver the label they were dreaming of.”

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“There is plenty on offer out there for the size 8 to 10 girl which is why we have started Belle bird at size 12. We’ve also taken it through to a 22 as there are a lot of women who want access to great fashion and can’t find it.

It is frustrating for them and for us, and we are continually encouraging our suppliers to extend the sizing of their brands with some success, which is good news.

“It is important to say that this isn’t a plus-size label. It is a label for all women with curves and we are all about the appeal of them – curves are feminine, beautiful and sexy!”
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The girls at birdsnest are excited to be launching Belle bird, a label that features flattering cuts, splashes of colour, quality fabrics and great value price points. The first range is perfect for back-to-work pieces and will evolve as the design team receives feedback from its new customers.

To discover more of the Belle Bird label visit birdsnest. Read our Retail Review of Birdsnest here.


Jessica Schumann

A 'rambling ranga' at heart, Jessica Schumann is a bubbly, creative social thinker who thrives on words, social media and an innate knack for sharing stories. When she finds the time to write, Jessica seeks out the beauty in change and the essence of human condition. Varied and diverse in nature, her writing delves into the enviable world of people, travel, food and culture. When you can't find her in a nook writing, just follow your nose and you’ll soon find Jessica indulging in her other passion – cooking – or curled up on the couch with a good book in hand. You can find her over at More about the Author

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