14:45, 28 March 2025
Words by Cheyanne Bryan, Editorial and Campaign Marketing Executive, London
“I truly feel like this is my soul's purpose, and I just want to uplift women.”
The fashion industry has long struggled with offering clothing that truly fits the diverse and ever-changing bodies of women. Many women have experienced the frustration of trying to find clothing that adapts to their fluctuating body sizes, particularly during life transitions such as pregnancy, menopause, or post-pregnancy recovery.
This is where The Female Archetypes, a groundbreaking fashion brand, steps in.
Founded by Alice Holland-Lu, a fashion industry veteran with over 15 years of experience, the brand aims to challenge the norms of the industry and create clothes that evolve with the woman wearing them.
“I knew there had to be a better way to design clothes that would work with women’s bodies rather than against them,” Alice says in an interview with Smiley News.
She continues: “It’s not just about making clothes that fit today; it’s about designing clothes that accommodate the changes we go through at every stage of life. Whether it’s pregnancy, menopause, or simply the natural fluctuations in weight. Women deserve better.”
This forward-thinking approach to fashion reflects Alice’s personal experiences. After giving birth to her second child, she found herself struggling with ill-fitting clothes that no longer suited her changing body.
The frustration of shopping for clothes that didn’t accommodate her new shape inspired her to create something better. The result is a collection of adjustable and adaptable high-quality pieces that offer both comfort and style for women at all stages of their lives.
But this is not all. While functional style is what inspired Alice to make the first steps into creating The Female Archetypes, she and her team have thought deeply about the construction and composition of each and every piece.
“We use high-quality materials to create clothes that can last, both in terms of durability and timeless style,” Alice adds. “Sustainability is at the heart of what we do. We aim to reduce waste by manufacturing fewer sizes, allowing our pieces to adapt to various body types, rather than just offering static, one-size-fits-all designs.”
One of the standout features of The Female Archetypes is its focus on inclusivity and diversity. The brand has made a conscious effort to showcase a variety of body types and ages in its marketing, ensuring that all women feel represented. It’s not just about creating clothing; it’s about creating a community where women of all backgrounds feel supported and valued.
Alice explains: “We don’t want to just sell clothes—we want to empower women. Clothing should never be a source of frustration. It should be something that makes you feel confident and at ease in your own skin.”
“This is why we use diverse models and include real women in our campaigns, rather than just traditional, narrow beauty standards.”
The clothes themselves are as practical as they are stylish. The Female Archetypes features products with adjustable panels and poppers that allow women to adjust their outfits as their bodies change.
Whether it’s accommodating a growing belly during pregnancy, offering more room during menopause or having poppers to help with accessibility needs, the design focuses on flexibility and comfort without compromising on aesthetics.
The brand's impact stretches beyond fashion. Alice is dedicated to cultivating a positive work culture that supports employees at every stage of their lives. The brand prioritises flexible work policies, ensuring that those with caregiving responsibilities are fully supported.
“I’ve been in high-pressure roles before where family responsibilities weren’t supported. I left a well-paying job because I simply couldn’t balance it with family life,” Alice recalls. “I’m determined to build a brand where my employees feel supported, not just professionally but personally too. We offer flexible work hours and the option to work from home, because mental well-being is key to productivity.”
As the brand continues to grow, Alice remains committed to supporting women and their unique journeys through life. Whether it’s through their clothing, their customer service, or their workplace culture, The Female Archetypes stands as a symbol of empowerment, adaptability, and inclusivity.
“I’ve always wanted to create something that truly supports women, not just in terms of fashion, but in all aspects of life,” Alice concludes. “The goal is simple—create clothes that help women feel confident and empowered, regardless of where they are in their journey.”
With its focus on comfort, sustainability, and inclusivity, The Female Archetypes is not only proving that fashion can be both beautiful and functional, but also creating a community that champions women at every stage of life and across all lifestyles. Alice envisions her brand as the beginning of a movement that supports and celebrates women’s diversity, embracing change with open arms.
If you are interested in pieces that serve you, head over to The Female Archetypes website as well as keep up to date with them on Instagram, Linkedin and Facebook.
At Smiley Movement, we like to elevate the work of charities across the world. Here are three charities whose causes align with the themes in this article.
Traid. A charity that tackles waste and environmental destruction in the clothing industry by selling secondhand clothes to fund development projects and improving working standards in the textiles industry. Find out more.
Fashion Revolution. An organisation campaigning for an ethical, eco-friendly and accountable fashion industry. Discover their work.
Remake. A global advocacy organisation working towards strong working conditions and climate justice in the clothing industry. Support them here.
This article aligns with the UN SDG Reduced inequalities, Responsible Consumption and Production.
