For many Australian women, particularly those of shorter stature, the online shopping experience is fraught with frustration. The common woes include unreliable size guides, garments that look perfect on models but disappointing in reality, and the eternal battle with length and proportion.
Redefining 'Petite' for the Modern Shopper
Enter VIV The Label, a fashion brand founded by Natasha Grunberg that is changing the game for women 5'4" and under. The brand's core mission is to reframe the concept of 'petite' from a niche category into a positive and empowering one. "There's a misconception that petite women are always tiny in build," Grunberg explains. "In reality, petite simply refers to height. Our mission is to create clothes that celebrate shorter frames."
Moving beyond this outdated idea, VIV The Label focuses on crafting pieces that fit real bodies. The brand currently offers an extensive size range from 4 to 16, with plans to expand further. Each garment is designed with lightweight, breathable fabrics and built for longevity, promoting a 'quality over quantity' philosophy.
Designed for Real Life, From Office to Evening
The brand's thoughtful design approach is evident in pieces like the Niki Wide Leg Pant. Featuring a leg-elongating cut and a comfortable elastic waistband, it's engineered for a flawless fit on a shorter frame. This pant exemplifies the brand's ability to merge sophisticated business chic with effortless style, allowing for a seamless transition from the office to a night out.
Customer reviews highlight the success of this design. "The fit is so flattering, especially if you're petite. The linen has a beautiful drape and just the right amount of stretch," said Becky Failla, a satisfied shopper. "Super comfy but still polished — I've worn them to brunch, the office, and even out to dinner."
Beyond Pants: A Complete Wardrobe Solution
VIV The Label's expertise extends across a full range of wardrobe essentials, including skirts, knitwear, and cardigans. Stella, another customer, praised the Rori Maxi Skirt, noting that many A-line skirts are simply too long. "This, however, was thoughtfully designed to suit petites, and it shows," she said.
While the designs originate from the needs of shorter women, the brand emphasises that its elegant, minimalist aesthetic is for everyone. The overarching ethos is "Fit For Your Height, Designed For Your Life." This is supported by a commitment to sustainability, working with responsible manufacturers to produce quality pieces that are meant to be worn for years, not just seasons.
"Women shouldn't have to settle for poor fits or fast fashion to feel confident," says Grunberg. "We want our pieces to be the ones you reach for again and again — they feel beautiful to wear, and they last." With a focus on limited runs to maintain sophistication, VIV The Label offers a compelling solution to the online fashion dilemma, proving that the right fit is truly within reach.
