Did you know, I am an online shopaholic? Well, now you know it! 

But, do you know the biggest challenge of shopping online is, especially for a curvy ‘big’ girl like me?

The most tiring job ever for girls like me is to find the clothes of the right size and the right fit. Trust me!

However, when I came across this fashion brand, CALAE, it seemed like the God has finally heard my prayer. Loaded with fashionable and trendy clothes, CALAE is catering to fashion needs of the curvy women in India.

I was stunned to see the wide range and the beautiful cuts and fits of the dresses, tops, winter wear, etc.  Thus, seeing an online portal like this one piqued my interest to know more about the brand.

As it turned out, it took a MAN to realize the fashion needs of a curvy woman. *take a bow*

CALAE has been started by a Mumbai-based young businessman, Yash Shah. Intrigued, I fixed an interview with the founder. Here’re some excerpts from JWB’s interview with Yash:

Me: When was CALAE started? What was the vision behind it?

Yash: Our family has been in the garment business for over 40 years now. We are garment exporters, and most of our apparels were for curvy women. However, I saw that there was a huge gap in India in terms of availability of western clothes for the curvy women.

CALAE was launched in June 2016, with the vision to become a one-stop shop for every kind of plus size clothing. Our USP is that we are not just interested in selling our clothes, but we want to sell the idea that every woman, no matter their size, has a certain lifestyle, certain fashion choices, and she should be free to choose it.

Now, that’s the kind of thinking all fashion brands need!

Me: What guidelines do you give to CALAE’s fashion designers?

Yash: Every product of CALAE is designed and manufactured in-house and our team knows the exact message that our brand is trying to put across. We don’t believe in “blanket” clothing and so for every apparel, the fit, the cut, and the detailing are done in a way which embrace and compliment the curves of a woman.

Also, to avoid the delay in bringing the global fashion trends to India, we have designers not only based in Mumbai but in South Africa and New York also.

Me: We also came across your body-positive campaign, IamCALAE. Share with us one interesting story of a curvy girl.

Yash: One customer wrote to us that she couldn’t go out to shop because she felt embarrassed of her body and thought that she wouldn’t get anything of her size. And, she also faced troubles in getting the right size online. And, when she came across CALAE, she just ordered a basic top first, to check the fit. Later, she started ordering more garments on CALAE. She wrote to us that she wasn’t just happy to have found clothes that perfectly fits her, but, it has also helped her regain confidence in herself. I was delighted when I read that now, she understands her body size and knows what fit will suit her.

Me: What was the biggest challenge you faced while setting up CALAE?

Yash: Ahh, well, the biggest challenge was to find a standardized measurement guide. In India, we use the European standard also and the US measurement guide, too. So, most of us are confused about what’s the right size. So, it was very difficult to get across our customers, the right measurements so they can order accordingly. We have simplified the guide and use the UK standards, 14-24 and in brackets, we also put XL-5XL so as to avoid any confusion.

Me: What are the parameters of selecting a model for CALAE? *seeking an opportunity, LOL*

Yash: We are certainly trying to break the mindset barrier where most girls think that they cannot be models as they are curvy. Also, while selecting a model, there are two priorities: One that they should be able to pull off the garment with confidence, and second, they should be comfortable in their own skin as it reflects in their photo shoot.

*thinking* I can do that or… can I? Grrrr!

Me: From basic tops to cold shoulder frill dresses, you have a wide range. How do you encourage the curvy women to come out of their comfort zone and experiment with their style?

Yash: We are building their confidence, one apparel at a time. We are like their best friends. First, we let them choose according to their comfort level. Slowly, when we know that they have gained confidence, we push them to look out for bolder things that will accentuate their shape and curves.

I guess I got a new best friend, Yay!

Me: And, what all do you keep in mind while designing the product line?

Yash: We have like a 4-step guide, and choosing the color is the first step. The next thing is the cut of our products. While we keep sleeveless options for the customers who want to experiment, we also have a wide variety of half-sleeves and 3/4^th sleeves products. The other two steps while designing the garment are the silhouette and the fit of the garment.

Me: How can the fashion ramp become more accepting of curves?

Yash: I guess, first, the curvy women need to become bolder in their fashion choices and should start embracing their bodies. We need to tell the society that this has to be accepted and not the other way round.

Moving on to my favorite part of the interview, I fired him with some fun and quick questions. *Koffee with Karan fever*

Me: What can make the words used for curvy women, body-positive?

Yash: Some people feel that plus-size is a derogatory term, but I feel that more than the word, it depends on how the society takes it. We all need to detach the negativity from the terms used for the curvy women.

Period.

Me: Trends look out for in 2017 in plus-size fashion?

Yash: In SS17, you’ll see a lot of stripes, micro-prints, laser cut, and geometric and 3d prints.

Me: The new black of 2017?

Yash: Black is eternal. *laughs* But, the color of 2017 is definitely Greenery. Also, Emerald Green and Burgundy are much in vogue.

Me: One body-positive message you would like to print on a t-shirt?

Yash: *thinking* I guess our tagline will suit the best: “Shape your Style!”

That’s perfect!

Me: What has made your journey from ordinary to extraordinary?

Yash: HAHA! When customers write to us that CALAE was exactly what they have been waiting for since like forever, it feels great.

P.S. You can checkout the entire range of CALAE on their website, here.

Okbye! *ordering everything on the CALAE wishlist*

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