Boohoo has launched its first local curve edit with Queensland-based body positivity influencer, Riley Hemson.
Hemson, who boasts over 350k followers on Instagram, is the first local influencer the eTailer has partnered with to launch an edit for its curve segment.
Boohoo ANZ brand marketing manager Melisa Woodgate said the eTailer is thrilled to localise its growing curve offering.
"Boohoo continues to create collections that cater to all shapes and sizes, for any milestone or occasion.
"We proudly have an ever-growing curve segment which currently makes up a significant portion of our sales mix, so it’s fantastic to be partnering with a local talent for this curve edit.
"Knowing our curve market and who they are sourcing their inspiration from is helping us grow from strength to strength in this segment across Australia and New Zealand," she said.
The collection features crop-tops, matching sets, jeans and dresses and ranges in size from 6 to 28.
Hemson welcomed the opportunity to be the first local talent to collaborate on a curve edit.
"I love that boohoo offers on-trend designs in a range of shapes and sizes as it’s not always easy to come by – it’s why I’ve always shopped at Boohoo and was excited to collaborate with them for this edit.
"Everything I do on social media is all about empowering women, encouraging them to wear what they want, and to love yourself and your body.
"I think it’s really important that women know they’re more than their body and this campaign really embodies that.
"As it’s Boohoo’s first local curve campaign, I’m so excited to be involved, to be an inspiration to women and encourage others to wear that tight dress and crop top," she said.
The Boohoo x Riley Hemson curve collection is available now on the Boohoo website and retails from $25.