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QVC Taps Universal Standard for 00-40 Fashion Capsule

QVC is giving customers new size-inclusive fashion with a Gwyneth Paltrow-approved label.

The Qurate-owned video shopping company turned to Universal Standard to launch Form & Line, an exclusive six-item capsule in sizes 00-40.

“Working with Universal Standard to launch Form & Line with QVC has truly created the dream team of size-inclusive fashion,” said Rachel Ungaro, vice president/general merchandise manager of apparel for QVC. “QVC believes that everybody deserves a great shopping experience that helps them look and feel fabulous, no matter their shape or size. Universal Standard’s commitment to style-first design for all aligns with this perfectly.”

Universal Standard “engineered” the capsule with the expertise in high-quality sizing across smaller and larger sizes it’s become known for since launching in 2015. The collection spans six of the brand’s most popular styles, including a knit short sleeve T-shirt, ponte pencil skirt, ponte pull-on pants, knit T-shirt dress, knee-length cardigan, and Seine denim jeans. Items in the collection are available in red, black, blue and gray color ways, and products retail from $44-$88.

Form & Line is available through all QVC platforms and follows Universal Standard’s unique sizing structure, which sets a size 18 as the medium to reflect the size of average U.S. woman. QVC, meanwhile, has served the consumers of all sizes for more than 30 years with clothing prices equal regardless of size.

According to Allied Market Research, the plus-size market is expected to hit $69.6 billion by 2027. Universal Standard’s goal is to democratize the shopping experience, according to co-founder and CEO Polina Veksler, who said working with retailers such as QVC will help “make elevated fashion accessible to all people.”

The New York City brand has carved out a growing niche in the industry since landing investment dollars from the “Shakespeare in Love” actress and other big-name investors. It’s also tried its hand at size-inclusive footwear and worked with Erdem last year to launch on-trend designer denim.