Quiet Disruption in a Crowded Category
More than 67% of the women in the US are considered “plus size.” And as demographics and expectations around inclusivity continue to change, the fashion industry can no longer treat size 14+ as an afterthought. Often, fashion brands racing to seize this growing market are making a lot of noise – bold statements about body positivity and rebelling against beauty standards. Enter Cornerstone Brands, a portfolio of brands known for its understated elegance, trusted quality and founding ethos of sustainability. As the fashion sands shift to reject fast fashion and reward quality and transparency, Cornerstone had all the ingredients to break through to a sophisticated but underserved consumer. The team came to BBMG to help them define their ‘muse’ and create a new direct to consumer brand from scratch.