The Curvy Kate journey so far…

Celebrating body positivity, diversity and inclusion since 2009

Curvy Kate Birthday Bus Group Photo


The year Curvy Kate launches

2009 was a time when fuller bust lingerie could have been described as a little bit boring. Then along came Curvy Kate!

Using his 15 years experience in the lingerie industry, our founder Steve Hudson developed and launched our first collection of fun, fashionable styles designed exclusively for D+ sizes. Something fabulous had arrived on the scene!

Trailblazing from the start, Curvy Kate championed inclusivity and body positivity, with a unique approach of showcasing our collections on everyday women, instead of traditional professional models.

Our ground-breaking “Star in a Bra” campaign invited anyone to model for Curvy Kate. And in 2009, Laura Butler (30GG) became the first face (and body) of Curvy Kate continuing to model for us right up until 2022!

Curcy Kate Star in a Bra


The year we went global

Within 12 months Curvy Kate was being sold in over 100 retail stores worldwide and could be found in most of the leading high street and online lingerie retailers.

A year later, we launched in the USA which quickly became our second biggest market.

Trailblazing from the start, Curvy Kate championed inclusivity and body positivity, with a unique approach of showcasing our collections on everyday women, instead of traditional professional models.

Curvy Kate Worldwide retailers


Curvy Kate becomes a winner baby!!!

In recognition of the unique approach we were taking in the lingerie market, Curvy Kate received the award for
Fuller Bust Brand of the Year
Marketing Campaign of the Year
for Star in a Bra, at the Lingerie Insight Awards.

Trophy Illustration


Curvy Kate Swimwear Launches

Curvy Kate swimwear launches…

With Curvy Kate lingerie gaining so many new fans, in 2012 we launched our first bra-sized Swimwear collection
We also extended our size range up to K cups for the first time.


Model Mates live on London’s Oxford Street

People often say if Curvy Kate was a person, who would she be? For us Curvy Kate is your big sister or your best friend and so 2014 was the year "Star in a Bra" became “Model Mates”. We wanted to give a group of friends the chance to model for the brand and in an exciting live TV broadcast on ITV’s The Lorraine Show, four friends from Portsmouth were announced as the winners outside Debenhams on Oxford St.

Another exciting win for us in 2014 when Curvy Kate became the first lingerie brand to win Drapers
Womenswear Brand of the Year


Curvy Kate’s naughty sister Scantilly made her first appearance

Provocative, bold lingerie up to a HH cup? YES YES YES!!!... In 2015, our new brand Scantilly launched and made an instant impression with customers and with the press!

The Scantilly launch campaign #TheNewSexy showcased a diverse range of models, including a transwoman and an amputee. The campaign was initially banned by Facebook deeming it as too “sexual,” but they reversed their decision after public backlash, marking an online victory for Curvy Kate and inclusivity.


Our gravity-defying strapless bra Luxe cartwheels onto the lingerie scene

Our first ever strapless bra Luxe joined the collection in 2016. Available up to a J cup, it became an instant best-seller and continues to be one of our most popular styles, transforming the lives and outfits of thousands of fuller busted women every year.

At our next trade show event that year, Laura demonstrated the amazing support of Luxe in her own unique style. Her cartwheel has since racked up well over 1 million views online and started a trend that’s still going strong today.

EVERY BODY is beautiful (we know you know but not everyone did!)

In 2016, we challenged Victoria’s Secret on social media for using "size zero" models in their “Perfect Body” campaign. Our top 10 Star in a Bra models took part in a photoshoot to redefine “The Perfect Body” and showcase how EVERY BODY is beautiful.

The Perfect Body Campaign


All aboard for the Curvy Kate
10th Birthday Bus

It was June. The great British Summer had arrived and to celebrate our 10th Birthday we invited staff, customers and influencers to join us for a birthday party celebration driving through London on an open-top bus.

Heads turned, traffic stopped and car horns blared as the infectious energy of our Curvy Kate Birthday Babes celebrating body positivity (in the rain!) put smiles on the faces of Londoners everywhere we went.

Curvy Kate Birthday Bus Photos

Drapers Award Logo

Another award?
Yes! … and a big one for us this time

In 2019 Curvy Kate was delighted to receive the Draper’s award for
Lingerie Brand of the Year.


150 women in 99 bra sizes joined us for the #I am Curvy Kate campaign

To celebrate the diversity and beauty of our customers, in 2020 we invited 150 women to a Pop-Up Studio in Baker St, London for a bra-fitting, make-over and photoshoot.


Our first podcast series dropped

Curvy Kate Podcast: Have I got Boobs for you

Discussing all things boobs, bras and body positivity, our first podcast series “Have I Got Boobs For You” made it to the airwaves in 2021. We interviewed a range of inspirational women from across the fuller bust community and you can still listen to all 6 episodes here.



The Scantilly “After Hours” Catwalk Show

“If only every show looked as diverse as Scantilly After Hours” - just one the many amazing responses we had when our latest Scantilly collection took to the Catwalk in 2022. Hosted by Drag Race UK contestant Copper Topp, the night was a moment for everyone to feel fierce and empowered in a celebration of body positivity.

Looks like a good place to work?...
The judges all agreed

In 2022, we were delighted to receive the Draper’s
Best Place to Work Award!


Curvy Kate proudly supports the Walk the Walk Moonwalk charity

In 2023 we were honoured to support the Walk the Walk Moonwalk charity event for breast cancer, by supplying an urgent need for 7000 bras for all the walkers to wear and decorate!

Many of the Curvy Kate team also stepped up to the challenge of a 15 mile or 26 mile over-night walk through London, raising a whooping £17,000 to date.

Curvy Kate x Walk the Walk Charity


Watch this space!!!

Our passion and commitment for uplifting the lives of everybody with a fuller bust has never been stronger and we are busy planning many more amazing memories for 2024

Pink Stars