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We want to introduce you to a fashion label that designs garments to flatter and celebrate curvy women. 

We want to introduce you to a fashion label that designs garments to flatter and celebrate curvy women.

We're obsessed with Adevee Fashion, the online shopping boutique that is home to an array of designers who make clothes for curve and inbetweenie men and women. They are quickly proving to be the ultimate clothing, accessories and footwear destination as they bidge the gab between quality and consistent sizes. 

Just in time for the summer season, we sat down with fashion designer Sprinkle, from her label Sprinkle, an Australian-made, ethical fashion label, to talk body confidence and why she's excited to align her brand with Adevee Fashion. 

Read her exclusive interview with Fashion Weekly below.


Tell us about the epiphany moment when you decided to follow your dreams and create ‘Sprinkle’?

S: I have always been very creative from a young age but rather than pursuing my creativity after high school, I went down the academic path and studied physiotherapy. However, by 21 years old, I'd had enough and decided to do what made me happy and follow my creative passions. This led me to become a costumier and performance artist for many years and later on a self-taught fashion designer.

How would you describe your label’s aesthetic?

S: Sprinkle garments are classic with a twist with an emphasis on flattering and contouring curves rather than hiding them. My designs are influenced by bygone eras, but I do like to add a modern element to these classic silhouettes. The Sprinkle customer is a strong and independent person who isn't afraid to feel elegant and sexy at the same time.

Which style seems to be the cult classic that your customers can’t get enough of season after season?

S: Without a doubt it would have to be the Sprinkle jersey dresses and wrap dresses, and with more than 10 years of producing these frocks, we really feel we have refined the art of creating a great wrap dress! We bias cut these very flattering frocks and always have our distinctive curved hemline. This uses up a lot more fabric, but we never compromise our quality or fit to make a cheaper product, as our customers can see and feel the difference.

Since starting your label, you’ve focused on being an ethical fashion label with garments designed to flatter and embrace curvy women.’ Why is this important to you?

S: Being a curvy woman, I constantly struggled to find clothes that not only fit me but also flatter my curves. As a consequence, I started my curvy fashion label to empower women by enhancing their curves instead of hiding them.

‘Sprinkle’ is now stocked on Adevee Fashion’s eBoutique. Why is this an exciting alignment for your label?

S: Sprinkle specialises in the hourglass and cello silhouettes and has always been a label that focuses on curvy women whether you are a size 8 or 18. I believe curvy is about your shape not the size in your garment. Adevee Fashion fills the curve and 'inbetween' gap in the fashion marketplace and for this reason it's a fabulous fit for us.

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You've been in the industry for over 20 years, does it surprise you that curve and inbetween fashion isn’t yet mainstream?

S: I wouldn't say it surprises me that curve isn't mainstream, but more it disappoints me. The big fashion labels need to make body positive changes to how they market their brands, this will have a flow on affect. I do think the fashion industry is slowly changing for the better though, but not fast enough in my eyes.

What’s been the most memorable moment of your label’s journey so far?

S: I would have to say opening my flagship boutique, Sprinkle Emporium 10 years ago. I took a big leap of faith into the unknown, and I'm still here on Lygon Street, Brunswick East, so I must have made the right decision! My boutique has enabled me to meet the people who wear my clothes and to see how creating something flattering can be life changing by transforming and uplifting a person's spirit.

Tell us why local production and ethical manufacturing is important and why the spotlight isn't being shown on this important issue?

S: First and foremost, the garment manufacturing industry in Australia is disappearing because so many labels think of profit over ethics. However, I am passionate about producing everything locally. I pay my maker what is asked of me and never try and haggle for a better price. We all deserve to be paid our worth and in turn everyone will take pride in their work and put positive energy into what they are creating.

If there was one thing you could change about the mainstream fashion industry, what would it be?

S: I would re-define their sense of what is considered beautiful and aesthetically pleasing. There would be more fashion campaigns focusing on people of varying sizes, ages, genders and cultures. And for curves it would be about embracing them, not hiding them!

In your own words, why should our readers start shopping on Adevee’s e-Boutique?

S: If you want to find a well curated online store focusing on inbetween and curvy fashion, Adevee is your one stop shop. The supportive team are there to help you with your needs, something often lacking in mainstream fashion.

What's next for ‘Sprinkle’?

S: I'm currently releasing our new ready to wear SS18 collection and in the design stage for AW18. My brain is also full of ideas for another couture creative project I will be embarking on within the next few months or so. It's all a bit under wraps at the moment.

To find out more about the ADEVEE Fashion head to their website and follow them on Facebook and Instagram. To peruse Sprinkle's latest collection visit sprinkle.com.au and stay in the loop via Facebook and Instagram.


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