Founded in Australia in 1985, Taking Shape AU has grown into the country’s most recognized plus-size fashion brand. Proudly Australian in attitude and design, the brand is built on a mission to celebrate curves and empower women through inclusive, stylish, and wearable fashion.
Designed for Real Women, the Aussie Way
From casual staples to elegant eveningwear, Taking Shape AU offers a wide collection designed exclusively for sizes 10 to 30. Every piece is made with care — from breathable fabrics suited to the Australian climate to thoughtful cuts that complement and support real body shapes. The brand combines fashion-forward aesthetics with functional design, proving that comfort and confidence can go hand in hand.
Personal Styling with Heart
One of Taking Shape AU’s standout features is its personalized styling experience. Customers can book free sessions with expert stylists who help find pieces that fit not only the body, but the lifestyle and individuality of each woman. This service reflects a core Australian value — genuine, friendly support without pressure.
Giving Back and Looking Ahead
Community is at the core of Taking Shape AU. The brand supports various Australian initiatives, including programs that help women re-enter the workforce and local food aid projects.
Effortless Shopping for Every Corner of Australia
Taking Shape AU ensures a smooth, enjoyable experience both online and in-store. With locations across the country and an intuitive website, customers enjoy easy browsing, size guides, flexible returns, and loyalty rewards that add real value to their journey with the brand.
40 Years of Curves, Confidence, and Connection
As Taking Shape AU marks four decades in fashion, it continues to lead the way in plus-size apparel across Australia. With a focus on empowerment, inclusivity, and authenticity, the brand remains a trusted companion to women who want to look good, feel great, and express who they are — without compromise.
8 Fascinating Facts About Taking Shape AU: Australia's Leading Plus-Size Fashion Brand
- Over 40 Years of Curve Fashion Expertise: Founded in 1985 in Melbourne, Taking Shape AU has been a pioneer in plus-size fashion for over four decades. The brand is renowned for designing stylish, high-quality clothing tailored specifically for curvy women, ensuring both comfort and confidence.
- Expansive Size Range from 10 to 30: Committed to inclusivity, Taking Shape AU offers an extensive size range from 10 to 30. This dedication ensures that women of various body types can find fashionable and flattering clothing options.
- Exclusive In-House Designs: The brand prides itself on creating unique prints and patterns, many of which are designed in-house. These exclusive designs set Taking Shape AU apart, offering customers distinctive fashion pieces not found elsewhere.
- Personalized Styling Services: Understanding the importance of personalized fashion advice, Taking Shape AU offers complimentary personal styling sessions. These services help customers discover outfits that best suit their individual styles and body shapes.
- Innovative Order Management System: In 2021, Taking Shape AU implemented a new order management system, enhancing their online fulfillment processes. This upgrade led to faster order dispatch times and improved customer satisfaction.
- Extensive Retail Presence: With over 160 locations across Australia and New Zealand, including boutiques and concept stores, Taking Shape AU ensures accessibility for customers seeking plus-size fashion.
- Award-Winning Retailer: Recognized for excellence in retail, Taking Shape AU was named a Top 100 retailer for 2024 by Power Retail, highlighting their commitment to providing exceptional shopping experiences.
- Celebrating 40 Fabulous Years: In 2025, Taking Shape AU celebrates its 40th anniversary, marking four decades of empowering women through fashion. The milestone is a testament to the brand's enduring dedication to inclusivity and style.
Popular Fashion Categories That Celebrate Curves with Confidence
- Dresses
This category is a go-to for women seeking versatile, flattering silhouettes for any occasion. From flowy maxi dresses perfect for weekend outings to tailored midi dresses ideal for work or events, the selection is designed to suit curvier body types with comfort and elegance. Each dress is thoughtfully crafted to enhance natural shapes without sacrificing style.
- Tops & Tunics
A staple in every wardrobe, tops and tunics offer a wide variety of styles including layered looks, breathable fabrics, and bold prints. Many designs feature longer lengths, asymmetrical hems, or A-line cuts to provide coverage and balance, making them ideal for mixing and matching with leggings or slim-fit pants.
- Pants & Leggings
Comfort meets function in this popular category. From stretch denim and smart trousers to soft, high-waisted leggings, each piece is created with a curvy fit in mind. Waistbands are often elasticized or contoured, providing support without restriction, while fabric blends ensure breathability and durability throughout the day.
- Lingerie & Sleepwear
Designed with comfort and confidence in mind, the lingerie and sleepwear collection features supportive bras, breathable briefs, soft pyjama sets. Each piece is tailored for fuller figures, with thoughtful details like wide straps, no-roll waistbands, and soft-touch fabrics that feel gentle on the skin while offering all-day support.
- Footwear
The footwear range combines style and functionality, offering everything from cushioned everyday sneakers to chic heels and wide-fit boots. Special attention is given to arch support, width options, and adjustable features, making each pair a reliable choice for comfort and long wear — without compromising on modern design.
- Accessories
Accessories add the perfect finishing touch to any outfit. This category includes statement jewelry, stylish scarves, practical handbags. Designed to complement curvier fashion and reflect personal style, these pieces help customers build outfits that feel complete, expressive, and effortless.
Types of Sales and Promotions That Shoppers Love
Seasonal Sales
Throughout the year, major discounts are offered during seasonal clearances — especially at the end of summer and winter. These sales often include markdowns on a wide selection of clothing, from lightweight dresses to cozy knits, making it the perfect time to refresh your wardrobe at lower prices.
Flash Sales & Limited-Time Offers
Shoppers can catch surprise flash sales that typically last 24 to 72 hours. These quick events often include extra discounts on already reduced items or free shipping upgrades, creating a sense of urgency and excitement around spontaneous purchases.
Member-Exclusive Discounts
Customers who sign up for the newsletter or loyalty program gain early access to sales. These perks reward loyal shoppers with extra savings and early-bird access to new arrivals or clearance events.
Where Style Meets Confidence: A Shopping Destination Worth Exploring
In a world where fashion too often favors the few, this standout Australian brand has become a true pioneer in designing for the many — especially women who want to feel seen, celebrated, and stylish at every size. With decades of experience and a deeply customer-focused philosophy, this plus-size fashion house has earned its place as a trusted name in the industry.
What sets it apart isn’t just the inclusive sizing or the flattering cuts — though both are exceptional. It’s the way each piece feels intentionally made: from breathable, high-quality fabrics to bold prints and smart tailoring that understands the curves it dresses. Whether you’re stepping into a floaty weekend dress, pulling on ultra-comfortable leggings, or slipping into supportive lingerie, every item is crafted to help you feel good in your skin — not just physically, but emotionally too.
Beyond the clothing, the brand delivers an all-around premium shopping experience. Free standard delivery options, regular sales events, and personal styling sessions make it easy to shop smart and stylishly. The commitment to community values and sustainable practices only deepens the brand’s appeal, offering customers not only fashion they can trust but values they can stand behind.
For women who are tired of settling for ill-fitting fast fashion or one-size-fits-all styles, this label is a refreshing change. It redefines what it means to dress with confidence — not by hiding your shape, but by embracing it. If you’re ready to upgrade your wardrobe with pieces that combine flair, function, and fierce femininity, look no further. This is not just a store — it’s a statement. One that says: you deserve to look and feel your best, every single day.