A new size-inclusive fashion platform launched its first brick-and-mortar location in late July, bringing together independent brands that cater to customers often overlooked by traditional retailers.
Viva Voce, founded by Kate Zigrang, opened its Atlanta pop-up at 312 North Highland Ave. NE
The retail space, which will be open through mid-September, will feature clothing in sizes XXS to 6X and 00 to 36 from brands including Tamara Malas, Nomads, ABLE Clothing, and TomboyX.
“Our hope is that people really can come in, feel welcome, feel seen, and find something that not only fits them well, but expresses their personality and makes them feel good when they wear it,” Zigrang said during the opening event.
Zigrang, who lives in Hawaii but is originally from New Jersey, said she chose Atlanta for the company’s first physical location because of the city’s diverse community and welcoming atmosphere.
The venture began in April 2024 when Zigrang started developing what she describes as a marketplace for ethical, sustainable, and inclusive fashion brands. As a tall, plus-size woman, she said she struggled to find clothing that fit well and reflected her personal style.
“I realized there was really a blank space that needed filling, and these clothes needed to be more accessible to people, and people needed to know that they were out there,” she said.
The company name, “viva voce,” translates to “with living voice” and references the type of voice vote used in legislative bodies. Zigrang said it represents the collective voice calling for change in the fashion industry.
Among the featured brands is Tamara Malas, launched in 2018 by designer Tamara Malas, who previously worked for luxury fashion brands that typically offered sizes only up to XL. After realizing she couldn’t wear the clothes she helped design, Malas shifted focus to serve her own community.
“I didn’t think I realized that I was sort of involving myself in a form of activism by just making clothes that fit a certain body type,” said Malas, who operates a brick-and-mortar store in New York City’s Lower East Side. Her brand now offers sizes zero to 6X in every style.
Also featured is Nomads Swimwear, founded by Taylor Long in 2020. Long, a University of Cincinnati graduate who started the company as a senior capstone project, said she identified a gap in the market for contemporary plus-size swimwear.
“A lot of brands, traditionally, if they have plus sizes at all, are very matronly, very modest, very conservative,” said Long, who moved from Atlanta to Los Angeles last year. “The industry is always saying, ‘This is what you can wear,’ and we don’t subscribe to that.”
Long’s brand has attracted celebrity customers including Serena Williams, Tabitha Brown, and Tamron Hall. She received more than $150,000 in grant funding, including a $25,000 grant from American Express, and was named to Forbes’ 30 Under 30 Atlanta list.
Viva Voce plans to expand with another pop-up in New York this fall. The company also operates an online marketplace and aims to continue pushing boundaries on sustainability and size inclusivity.
“We want everyone to know that they belong, and fashion is our vehicle for doing that,” Zigrang said.
