Melissa McCarthy's Seven7 fashion line is designed for women sizes 4 through 28

Hollywood actress Melissa McCarthy’s new fashion line is making waves, but it’s not because she turned into a fashion-designer-slash -businesswoman. Rather, it's because of the message weaved into the fabric of her fashion line Seven7: it's time we did away with the term “plus-size.”

The fashion line was a challenge for McCarthy. For one, she had to stand up for what she believed in against the results of the market research and trends. The data they got didn’t appeal to her at all. In fact, it was the complete opposite of what she wanted to do with her fashion line.

READ THIS ARTICLE FOR $15
$15 provides access to this article and every case-study, interview, and analysis piece that we publish for the next 30 days. Our Premium Subscription also provides access to a database of over 100,000 articles on innovation in brand, customer, and retail experience.
Already a subscriber? Log in