size-inclusivity
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VENUS made room for a better fit.
A bodybuilding supplier spotted a problem hiding in the bikini: two halves rarely need the same size. That small insight became the foundation of a women’s fashion business.
Cupshe
Cupshe is a California-inspired, direct-to-consumer beachwear brand for women that sells trendy, affordable swimwear, bikinis, cover-ups, activewear and loungewear. Founded in 2015 by former Alibaba CEO David Wei, the internet-first label pairs a Shopify-powered DTC website and app with a strong Amazon presence, reaching millions of customers across more than 100 countries. Known for vibrant prints, size-inclusive fits and $15-$30 price points, Cupshe grew into a roughly $150M-plus swimwear business and has expanded into recycled, GRS-certified sustainable collections.
Victoria's Secret & Co.
Victoria's Secret & Co. is a Columbus, Ohio-based specialty retailer of lingerie, intimates, beauty and fragrance, operating the Victoria's Secret, PINK and Victoria's Secret Beauty brands along with the digital-first label Adore Me. Spun off from L Brands as an independent NYSE-listed company (VSCO) in 2021, it sells bras, panties, sleepwear, activewear, body care and fragrance through roughly 1,300 retail stores, a global network of partner-operated locations and a large e-commerce operation. With about $6.55 billion in fiscal 2025 revenue and around 31,000 employees, the company is pursuing a turnaround that pairs a revived Victoria's Secret Fashion Show with a broader, more inclusive brand message.
Savage X Fenty
Savage X Fenty is Rihanna's inclusive lingerie, loungewear and apparel brand, launched in 2018 as a joint venture with TechStyle Fashion Group. Built around radical size inclusivity (30+ bra sizes, XS-4X), it sells direct-to-consumer through an Xtra VIP membership model and an expanding wholesale footprint in Nordstrom, Galeries Lafayette and Selfridges. Backed by L Catterton, Neuberger Berman and Advent International, the company reached a reported $1 billion valuation and turned an annual Amazon Prime Video runway show into an Emmy-winning cultural event. It positions itself as the inclusive, unapologetic alternative to the old Victoria's Secret playbook.
Alexa Buckley
Alexa Buckley is the co-founder and co-CEO of Margaux, the New York footwear label she started at 22 with her Harvard roommate Sarah Pierson. Margaux fixes a problem most brands ignore - fit - by offering made-to-order shoes in three widths and an extended size run, handmade in Spain and sold direct to consumers. The pitch grew out of the 'shoe shuffle' the two women watched office workers perform: pretty heels in a bag, ugly commuter flats on their feet. Buckley has been named to Forbes 30 Under 30 and has built Margaux into a brand that has raised millions across Seed through Series B rounds.
Nadia Boujarwah
Nadia Boujarwah is a Cuban-Kuwaiti American entrepreneur, investor, and size-inclusivity advocate best known as the Co-Founder and former CEO of Dia&Co, the leading online marketplace for plus-size women's fashion (sizes 10-32). She grew the company to over $100M in annual revenue and raised $120M+ from Sequoia Capital and Union Square Ventures before a successful acquisition by FullBeauty Brands in April 2024. She is now a Founder Partner at Founder Collective, the seed-stage VC firm that was one of Dia&Co's earliest backers, where she invests in and mentors early-stage founders.