Nicolette Mason and Gabi Gregg have been best friends for nearly a decade now; as two of the most successful personal style bloggers on the scene, they've had a lot to bond over. As plus-size women, a common challenge they faced was the difficulty of finding the kind of cool, trend-forward clothes they wanted to wear — but they also shared the same passion to create those kinds of clothes themselves.
"Independently, we've consulted for almost every single plus-size brand, but we still found that there were a lot of gaps in the market," Mason says. "We wanted to work on a collection that was our dream wardrobe of statement-driven pieces that were still accessible, affordable and great quality; easy things that felt fun and weren't compromising on either style, quality or construction."
Three years ago, Mason and Gregg committed to making that dream wardrobe a reality, and after finding all the right partners, their debut collection for Premme will officially launch on July 25. While the duo are no strangers to a fashion collaboration, Premme isn't about putting their names on another label. With a launch range of sizes 12 to 30, Mason and Gregg want to give something to the plus-size community that has supported them for years. It was important that Premme be affordable as well, so pieces range from $30 for a white tee to $89 for a "Feminist AF" denim jacket.
Even the name — a combination of the ideas of "premiere" and "femme, feminine, feminist" — is a nod to the idea that this collection is more than just another blogger fashion line.
"At the end of the day, this is so much bigger than us," Mason says. "Obviously it's our line, we're involved in every step of this process, but it's about an entire community and serving a point of view."
"We wanted it to be a separate name from ourselves," Gregg adds. "We're front-facing because it's our line, and we want to help launch it, but our goal is to step back and really let the line speak for itself."
The first collection is the result of about eight months' worth of work. Mason and Gregg aren't interested in offering basics — the duo say there are plenty of resources for plus-size women looking for a plain tee or skinny jeans — but instead want to offer trend-driven, attention-grabbing pieces for women like themselves who are looking to stand out. There's a pink mesh dress ($65), a pearl embellished sweatshirt set ($67 for the top, $55 for the shorts) and a pair of lilac twill pants with deep slits up the sides ($69). In other words: throw out any rule you've ever heard for dressing as a plus-size woman.
"We think too often it's about hiding your body and covering up; this collection, and our brand in general, is not about that," Gregg says. "We're about having fun and experimenting with color and patterns and designs and cuts that you don't always see in plus, things that we're not told to wear. We want to take risks."
A launch of 15 pieces is certainly modest, but Mason and Gregg promise there's a lot more Premme in the pipeline. There is another delivery of about 26 pieces expected for early September, and the pair hope that they can continue to scale up as the line grows. But no matter how much Premme might grow, Mason and Gregg don't intend to compromise on their message: Quality, keepable fashion items that bring the wearer joy. And, as the expression goes, if you want something done right, you have to do it yourselves.
"We want to fill the gaps where there weren't those statement pieces; we're basically a little bit forward with what exists right now," Gregg says. "But we wanted to be the people who change that, because we were waiting for a long time for someone else to do it and they didn't."
Premme is available to shop now at the brand's just-launched e-commerce site.