For decades, fashion has been defined by rigid categories that not only dictated trends, but also who can wear them. Plus-Size mode, treated as a niche for a long time, was often excluded from the mainstream, which increased outdated restrictions. But as the industry develops, its understanding of inclusiveness must also change. The Dutch fashion label Yoek is a pioneer of this change.
Founded 40 years ago as a specialist for Curvy Fashion, the brand takes a courageous change – one that provides style, self -confidence and craftsmanship through size. In an interview with fashionunited, explain design, sourcing & production manager Giulia Verona and CEO Michiel van Kempen, how Yoek combined business innovation with creative reinvention in order to create a completely inclusive future.
Build on the legacy, shape for the future
Verona has brought an international perspective into the development of the brand since she entered Yoek 2024. Born in Milan, she studied fashion management in Melbourne and Antwerp and worked in Denmark and Italy before finding the ideal position at Yoek. “What inspired me about Yoek was the transition from a plus-size brand to a completely inclusive, future-oriented label,” she explains. “There is a strong DNA here – a foundation of expertise in fit and quality – which we develop in order to achieve a wider, more diverse audience. We ensure that every woman can enjoy, regardless of her body shape, elegant, uncomplicated fashion.”
This change is not about giving up the inheritance of the brand, but rather about modernizing the aesthetics and at the same time maintaining the characteristic expertise in the fit and construction. “Our collections now arise from a concept – a mood board, a story or a cultural change – and no longer just from trends. The goal is to create designs that are relevant and convey the feeling of self -determination,” says Verona.
Fit, fabric and the art of inclusive design
The perfect fit is both art and science, and at Yoek it has become a defining pillar of brand identity. “Sometimes we have the feeling that we are more of a fit than a fashion company,” jokes van Kempen. “Our customers know that when buying Yoek you can expect a constant fit and therefore remain loyal to us for years.” Each design is tried on real bodies to ensure that the proportions of all sizes remain balanced. Whether deep V-neck or structured blazer, the label refines every detail to ensure the integrity of the silhouette across all sizes.
The fabric innovation is just as important. The characteristic “Dolce” Travel fabric of the brand has become one with a customer due to its comfort, its versatility and durability: inner favorite. With the further development of Yoek, the commitment to sustainable fashion is also growing. “We question our selection more than ever,” says Verona. “We use high -quality, responsibly procured substances that improve the portability and at the same time agree with our sustainability goals.” Van Kempen adds that Yoek actively integrates sustainability into his production processes, from increasing the proportion of recycled and certified materials to the introduction of product passes that improve traceability: “Fashion must move towards responsibility, and we want to play a pioneering role.”
A business strategy based on storytelling and expansion
In addition to the design, the redesign of Yoek extends into the areas of branding, retail and marketing. “Transforming a company with a 40-year history does not mean to make drastic changes overnight,” says van Kempen. “It is about what we have built up to reconcile where we want to go.” Yoek has developed into a more editorial brand identity, with campaigns that focus on storytelling – real people, real experiences and authentic customer relationships.
This strategy also extends to brand ambassadors such as the Dutch model and influencer Isadeee Jansen, who played a key role in the youngest Yoek Lounge Collection – a capsule collection that introduced figure -close silhouettes and a more brave, more fashionable aesthetics. “Isadee was the perfect choice because she embodies self -confidence and versatility for which Yoek stands,” explains Verona. “She contributed to beating the bridge between our loyal customers and a new audience.” The same applies to the Dutch media personality Hannelore Zwitserlood, which contributed to the butterfly collection and brought in their personal perspective into the developing identity of the brand. As a long-time Yoek supporter, Zwitserlood’s partnership strengthened the strong announcements: internal relationships of the brand and at the same time introduced new stories about self-expression and empowerment.
Market expansion and digital growth
As part of his international strategy, Yoek strengthens his presence in Germany, where the demand for high -quality fashion increases in all sizes. “Germany is already 20 percent of our sales, but our branch presence is still relatively low,” said van Kempen. “We see great expansion potential, both in stationary trade and over online marketplaces.” The latest developments include partnerships with leading platforms such as Zalando, Otto, Van Graaf and Happy Size. The brand has also opened a new shop of shopify to improve the digital shopping experience and to address the growing customer base more effectively.
While the brand is expanding into international markets, the transformation is not just about scaling. Verona and Van Kempen emphasize that the development of Yoek is about remaining relevant in a rapidly changing industry. “Inclusive not only has to do with size, but also with how we consider fashion as a whole,” says Verona. “We design with modern silhouettes, innovative fabrics and an intuitive shopping experience that reflects today’s consumers.” In essence, however, the mission remains unchanged: elegant, self -confident fashion for all women, free of drawers.