Why I Started All for Eve

Who We Really Are

Look, All for Eve isn't for the girls in the magazines. It's for us. The real ones with curves and stretch marks and bodies that actually exist. We make clothes that feel like a hug: activewear that moves with you, loungewear you never want to take off, everyday pieces that make you feel like that girl, plus bras and underwear that don't dig into your skin. We've got beauty stuff and supplements too, because feeling good isn't just about what you wear. It's about building a space where every woman belongs, where you're not just tolerated but actually celebrated. We believe in small steps to become a better version of you. Not thinner, not smaller, not different. Just more you. More confident. More comfortable. More alive.

Why This Brand Had to Exist

I'll be honest with you. I started this because I was tired of crying in fitting rooms.

Picture this: I'm 19, shopping with my friends. They're laughing, trying on everything, walking out with bags full of cute stuff. And me? I'm pretending I'm "just browsing." Because nothing fits. Nothing even comes close. The racks stop at size 12 like my body doesn't deserve fabric. The plus-size corner, if there even is one, has these sad, scratchy options that look like someone's mom's couch from 1997. I'd smile and say I didn't see anything I liked, but inside? I was breaking.

So I'd go home and eat. Cookies, ice cream, whatever made the hurt go away for five minutes. Food became my friend when stores made me feel invisible. But then the guilt would hit. That voice saying I wasn't taking care of myself, that I was making it worse. That's when something clicked. I realized the problem wasn't my body. The problem was a world that treated women like me as an afterthought.

The Moment Everything Changed

I already wanted to feel beautiful. I already deserved clothes that fit. The desire was always there. I just needed someone to give me permission to demand it.
So I stopped waiting for the fashion world to notice me. I stopped apologizing for the space I take up. And I stopped believing the lie that my body was the problem.

I was done with clothes that rubbed my thighs raw. Done with boring styles that screamed "give up." Done with ads showing only skinny girls who looked nothing like me or my friends. I wanted a place where women like us could walk in, physically or online, and feel safe. Wanted. Seen.

What We're Actually Doing About It

All for Eve is my answer to every time I felt erased. We make clothes that fit curves up to US 28/UK 30 with fabrics so soft they feel like air. Our activewear doesn't squeeze you to death. Our bras don't leave marks. Our beauty products and supplements are about feeling energized and good in your skin. No weird promises, just real support.

And here's the thing: we show real women. Bodies like yours. Like mine. Because you should see yourself before you buy, not play guessing games with models who wear a size 2.

This Is Your Safe Space

You already want to feel proud when you catch yourself in the mirror. You already deserve to walk into a room and own it. All for Eve just gives you the clothes, the comfort, and the confidence to do it.

Whether you're hitting the gym, lounging on a Sunday, or living your regular life, our stuff helps you take those small steps toward loving who you are right now. Not 20 pounds / kgs from now. Not after you "fix" something. Now.

All for Eve is for every woman who's ready to stop apologizing for taking up space.

You deserve to shine exactly as you are. And we're here to help you do it.