Who Are We?

Our Story

Originally V+ Style with the slogan "style for your shape", Victoria Mutch founded the plus size brand in 2020 after frustrations with the lack of availability on the high street as a curvy woman. This motivated Victoria to create a safe space for curvy women to shop without being defined by a size. Eventually renaming the brand to Style for your Shape and expanding the size offering to a more inclusive size range, 8 to 28.


Our Mission

At Style for your Shape, customer experience is the most important aspect of our brand. Our staff are united in a common purpose to help women feel good about themselves. Everyone walks through the door with different confidence levels and our amazing staff adjust their approach based on each customer's needs. There is no better reward than seeing the difference we have helped make with our customers as they leave the shop. That is why, in 2022, Style for your Shape won the Best Fashion Boutique Award in both the Aberdeen Business Awards and the grand final Scotland Business Awards.


Our Community

Our customers share the word of our business far and wide, from this we are building a loyal customer base who feel like they are part of the Style for your Shape extended family. We have helped style people for weddings, birthdays, and we've been there in times of need when selecting outfits for funerals and celebration of life services. Our customers trust us to help them and that means the most to us as a business.

We continue to grow and drive forward as a business so that we can help reach more people who need a safe and inclusive place to shop, somewhere they feel comfortable to potentially try new styles that they may not have picked off the rail themselves and most importantly to walk out our shop door feeling more confident than when they walked in.

We also put an emphasis on giving back to the community by partnering and supporting local charity efforts like the Abernecessities Christmas Clothing Appeal, Charlie House Fizz & Fashion Event, Courage on the Catwalk with Friends of Anchor, and more.   We have partnered with other local brands who share the same mission as us - most recently partnering with Katsize Lingerie in Inverurie to host pop-up shops within our store so that our customers get expert bra fitting instore.