Found! A curvy brand that fashion editors wear, too

Found! A curvy brand that fashion editors wear, too: FEMAIL reveals how trendy firm Never Fully Dressed is offering ‘fun clothes above a size 16’

  • Never Fully Dressed is brainchild of Lucy Aylen, the daughter of market traders 
  • She began by customising designs at her own stalls in London markets
  • Last year the brand introduced the inclusive ‘fun and trendy’ Curve line 


The dirty secret of affordable, fashion-forward clothing is that if you’re even slightly over average size (in Britain that’s a 16, by the way) it’s almost impossible to find. That is until now.

Working in fashion for 20 years, I’ve never come across a truly brilliant on-trend brand that caters for a normal size. But, just recently, I’ve spotted the odd friend, a fashion PR and an editor in some striking pieces. 

They have clashing prints, eye-catching colours and in-season detailing, all made for a size well beyond the High Street’s usual XL.

Had Zara extended its range? Were hip independent labels Rixo and Kitri now going up to a size 18? No. When I asked who they were wearing I got the same answer every time: Never Fully Dressed. 

Blouse and trousers, £69 each; trainers, £80, New Balance at schuh.co.uk. All clothes at neverfullydressed.co.uk; necklaces, from £85 each, daisyjewellery.com; rings, from £27.99, pilgrim.net

Top and skirt, £69 each

Dress, £79

Top and skirt, £69 each, pictured left, and dress, £79, pictured right

The brand is the brainchild of Lucy Aylen, the daughter of East End market traders, who began by customising designs at her own stalls in London’s Portobello and Spitalfields markets.

In 2014 she launched Never Fully Dressed. Just a few years later the clothes were stocked in Selfridges, and last year the brand introduced the inclusive Curve line.

Other labels with a ‘plus size’ section offer drab, baggy pieces that are more about concealment than celebration, but not Never Fully Dressed.

Ruffle dress, £89, and gold heels, £275, terrydehavilland.com

Dress, £89

Ruffle dress, £89, and gold heels, £275, terrydehavilland.com, pictured left, and dress £89, pictured right

Its Curve range features the main line up to a size 26 and it’s photographed on a model the majority of people can relate to. 

I love the colour clash of the button-front Lindos dress which can also be worn open over jeans, but the colour-block sundress is top of my list. It’s fabulous with retro trainers and will look great on the beach — even in Blighty.

The Pucci-esque drop-waist dress is a wardrobe staple, and what better for a lockdown-lifting party than the bold wide-leg jumpsuit. I’ve finally found fashion’s holy grail — fun clothes above a size 16.

Jumpsuit, £89; trainers, £90, Veja at laredoute.co.uk

Dress, £89

Jumpsuit, £89; trainers, £90, Veja at laredoute.co.uk, pictured left, and dress, £89, pictured right