Who Are We?
Our Story
Originally founded by Victoria Mutch as "V+ Style" with the slogan "Style for your Shape", the business started as a 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.
After launching, Victoria quickly realised that she wanted to create a space for friends and family to shop together in one store, so she renamed the brand to Style for your Shape and expanded the size offering to a more inclusive size range, stocking sizes 8 to 28.
In Feb 2025 we relocated from Schoolhill to the Trinity Centre and partnered with Katsize Lingerie to have styling and bra-fitting under one roof.
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 our store at the Trinity Centre, making us the one stop shop for your styling and bra-fitting needs.