Fashion startup Viva Voce has launched into the fashion sector, eyeing the 67 per cent of US women consumers who are classified as ‘plus size’.

Founded by entrepreneur and advocate Kate Zigrang, the platform is focused on size inclusivity, ethical sourcing, and community engagement. It offers a product assortment spanning sizes XS to 6X, and featuring independent labels such as Able Clothing, Nomads, TomboyX, and The Standard Stitch, all selected for their alignment with inclusive and sustainable values.

Zigrang, who describes the platform as “a movement grounded in purpose,” said the idea came from her own experience navigating fashion as a tall, plus-size woman.

“For too long, many of us have felt invisible in spaces that should celebrate who we are. Viva Voce is here to change that by providing a space where everyone is invited to show up fully and freely,” she said.

According to the brand, the platform is designed not only as a retail destination but also as a social space, with features that enable users to share stories, join discussions, and help shape the direction of the platform. That mix of commerce and community is central to Viva Voce’s positioning and what sets it apart from traditional plus-size retailers.

Viva Voce is also opening a pop-up store in Williamsburg, Brooklyn, on October 16, running through February. The pop-up follows an earlier test run in Atlanta, where the team used in-person feedback to refine the product mix and messaging ahead of launch.

• Further reading: How Airi Sutherland went from fashion sales to e-commerce powerhouse.