For too long, Western culture has dictated that mid- and plus-size women are better off in the background, their voices, bodies, and style unseen. But the tide is turning. In a world obsessed with airbrushed and unattainable appearance, BloomChic, a mid- and plus-size fashion brand for sizes 10-30, understands that clothing is more than just fabric; it’s a powerful tool for self-expression and confidence.

Celebrating its third anniversary, BloomChic launched the Together We Are One campaign, a beautiful testament to the power of unity and embracing bodies just as they are. Six incredible real-life customers, each with a unique story of growth and transformation, were brought together from all across the United States to model the brand’s Anniversary Collection of dresses in a full-day campaign shoot that took place in New York City. The images were captured by BloomChic’s brand director Kieren Kierkegaard, who traveled from the company’s Guangzhou, China headquarters to personally direct the shoot. 

This campaign shatters the myth of “one size fits all” fashion. The mid- and plus-size community has faced years of disappointment from the mainstream fashion industry, with empty promises, clothes that don’t celebrate their curves, and not having parity when it comes to budgeting for clothing. BloomChic wants to change that and is prioritizing the style and strength of these overlooked communities. 

Stories from the ‘Together We Are One’ Campaign

“BloomChic has always been – and will continue to be – grounded by a deeply empathetic design philosophy that centers the mid- and plus-size woman and her body,” said Ying Lu. She is one of the brand’s founding members and leads US marketing and strategy. “We believe in creating a profound sense of beauty, confidence, and belonging with our brand through the designs we put out into the world, and by making fashion accessible to more than one body type or size. Beyond the physical, our ethos is to make women feel confident, included, and valued in every way.” 

As part of their March campaign, BloomChic interviewed the six inspiring women as they stepped outside of their comfort zones and showcased their authentic selves: sharing their experiences with fashion, confidence, and self-expression.

For instance, Virginia, once content to blend in, discovered her inner beauty by embracing her curves. And Caitlin, a C-suite executive, confronts the “just like me” bias in corporate America, where she feels at times her appearance overshadows her immense talent. 

Virginia’s Story

Diana’s Story

Melissa’s Story

Brie’s Story

Rachel’s Story

Caitlin’s Story

BloomChic empowers mid- and plus-size women to project their confidence and value through stylish clothing that truly fits. Each woman – Virginia, Caitlin, Diana, Melissa, Brie, and Rachel – has a unique path, facing challenges and celebrating triumphs. By sharing their experiences, they inspire others to embrace themselves wholeheartedly. 

After the experience, Rachel reflected: “It fills me with a deep sense of responsibility to know that many people will hear my words. I hope viewers will be positively and meaningfully impacted by my story. For example, one woman who I used to work with watched my story and then shared it with her young daughters and talked to them about empowered women.” 

Melissa shared: “Getting to travel to New York and model for my favorite brand was an awesome experience as a whole, but to me the best part was meeting the BloomChic team and also the other selected girls. It was so nice to get to know a company who truly cares about their customers and wants them to feel valued, appreciated, and loved. Being newly postpartum, I’m still trying to understand who I am, and loving my post-mom body has been a challenge at times. This experience was a reminder that I am beautiful.” 

BloomChic, A Fashion Brand Driven By Unity and Love  

As a company, BloomChic is all about prioritizing quality, thoughtful design, and creating a brand that fosters a sense of comfort and connection. Their mission goes beyond providing well-fitting clothes; it’s about making every woman who buys a BloomChic piece feel confident, beautiful, and worthy. 

The Together We Are One campaign also sends a powerful message: the era of shame and hiding is over. Lu says, “Our mission is to celebrate mid- and plus-size women’s beauty, style, and successes and help them shine and feel good in their skin. BloomChic hears their voices, and we see the value in forging a path of empowerment with our customers. This commitment to breaking barriers and uplifting women is our reason for existing.”