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With nearly seven out of 10 women in America wearing a size 12+, there’s a grossly underrepresented group of women missing out on a fashion-forward, cool and trend-focused shopping experience. Blogger and former plus-size model Aimee Cheshire founded – an online boutique offering style-conscious, on-trend apparel for curvy women – to better serve the 15.4MM plus-sized women looking for fashionable options available in their size and tasked Coyne PR with changing the perception of plus in the often narrow-minded, straight-size specific fashion industry.