Founder and designer Natalie Wakeling has sold her Australian plus-size fashion label Embody Women.
In a post on Instagram, Wakeling confirmed that she will still be involved with the business creatively, but that the day-to-day operations will be managed by two Australian digital entrepreneurs Katya Vakulenko and Rafael Canto.
“It was undeniably one of the toughest decisions I have ever had to make, but the show must go on,” Wakeling wrote.
“Last year marked a remarkable milestone in my journey as the founder and designer of Embody Women, as I celebrated 17 incredible years. It has been a whirlwind of exhaustion, exhilaration, and challenges like no other.”
Wakeling noted that plus size fashion was very often overlooked when she launched the brand.
“It took a staggering 15 years for well-known brands to finally recognise the value in this space,” Wakeling continued. “Embody Women has always been authentic, born out of my own desires and frustrations of not finding anything stylish to wear.
“As a former plus-size model, I knew first-hand the immense gap in the market for trendy denim and apparel for women up to size 26, without resorting to gaudy prints or shapeless garments.
“While I am still very much involved, the day-to-day operations are now in the capable hands of two incredible individuals who share the same vision and goals for the brand as I do.
“Like any woman that has owned her own business, it’s a dream come true when you can one day walk away knowing you have given it your very best.”
Embody Women will continue to operate as a pureplay etailer.