Kjinsen clothing brand to focus on petite women
Fledgling women’s fashion label Kjinsen has strategically repositioned itself in luxury sector to target a “vastly underserved” category: petite women.
The business relaunched Wednesday with an 11-piece ‘Debut Collection’, specifically designed for women of 5ft 4ins and under.
The premium capsule line offers tailored pieces in sustainable luxury fabrics designed by Kjinsen founder and creative director Liza Belmonte, who, at 5ft, understands industry limitations “despite over 50% of the world’s female population measuring under 5ft 3 ins”.
Launching in 2021 as a “straight sized” brand, Belmonte felt very limited by the sizing implications of the existing development process, and the “cookie cutter” approach the fashion industry took to creating womenswear.
After the launch of the first collection in 2021, Belmonte found she had created her “dream wardrobe” but could not wear it herself because it didn’t fit her.
The decision was then made to launch the petite collection.
Belmonte said this group “continues to be ignored by fashion brands and the size inclusivity movement”.
The collection catering exclusively to shorter shoppers, who can order from a size range of UK 4-20. It’s available on the Kjinsen website, with prices from £350 to £1,095.
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