Luxury fashion brand Kjinsen has recently shifted its target market to focus on petite women, a demographic that the fashion industry has largely overlooked. The brand has relaunched with the introduction of an 11-piece ‘Debut Collection’ specifically designed for women who are 5ft 4ins and under.
The collection, created by Kjinsen’s founder and creative director Liza Belmonte, features tailored pieces made from sustainable luxury fabrics. Belmonte, who herself is a petite woman at 5ft tall, understands the struggle that petite women face when trying to find well-fitting and stylish clothing. Despite the fact that more than half of the world’s female population measures under 5ft 3ins, the fashion industry has neglected this group.
Belmonte’s own frustration with the limited options available for petite women was the inspiration behind launching the petite collection. When Kjinsen initially launched as a “straight-sized” brand in 2021, Belmonte realized that the existing development process and the industry’s standard approach to creating womenswear often resulted in ill-fitting garments for petite women. She couldn’t even wear her own designs, prompting her to create a collection exclusively for petite shoppers.
Belmonte believes that petite women have been continuously ignored by fashion brands and the size inclusivity movement. With the launch of the petite collection, Kjinsen aims to fill this gap in the market by offering a range of sizes from UK 4-20 exclusively for shorter shoppers. The collection is now available for purchase on the Kjinsen website, with prices ranging from £350 to £1,095.
This strategic shift by Kjinsen showcases the brand’s commitment to inclusivity and recognition of the diverse needs of women in the fashion industry. By focusing on the underserved category of petite women, Kjinsen hopes to empower women of all sizes to feel confident and stylish in their clothing choices.
Useful links:
1. Petite Fashion Tips
2. Petite Styling Guide
