Curvy Kate
Lingerie brand
Curvy Kate is a lingerie brand specialising in D, K cup Bras and Swimwear. They are currently based in Uxbridge, London. Curvy Kate officially launched in July 2009 at the Harrogate Lingerie Show.
By 2010, the brand had expanded internationally and was stocked in more than 100 retail stores worldwide, with the United States becoming one of its largest export markets.
In 2012, the company launched its first bra-sized swimwear collection and extended its size range to include K-cup products.
In November 2015, Curvy Kate launched Scantilly, a lingerie sub-brand aimed at fuller-bust customers.
01Products
Curvy Kate designs and sells lingerie and swimwear for fuller-bust customers. The brand's products are offered in D-K cup sizes and a range of back sizes from 28-44.
02Marketing
Curvy Kate became known for its "Star in a Bra" competition, which selected members of the public to model for the brand. The competition later expanded internationally, including editions in Australia and the United States.
Winners included Emma Tabor (2008), Lauren Colfer (2009), Laura Ann Smith (2010), Lizzie Haines (2011), Sophie Morgan (2012), Lotte Williams (2013) and Sophia Adams (2015).
In 2014, the company replaced the competition with a campaign known as "Model Mates".
In 2026, Curvy Kate undertook a refresh of the brand, updating its logo and on-site customer shopping experience, as it continues to strive for innovation with shoppers’ needs in mind.
03Reception and media coverage
In 2015, Scantilly launched the "#TheNewSexy" campaign, which featured models from a variety of backgrounds, including a transgender woman, an amputee and a woman with alopecia. The campaign received coverage from fashion and lifestyle media for its emphasis on diversity and representation.
The campaign later attracted international media attention after several related advertisements were removed by Facebook for allegedly breaching advertising policies. Following an appeal by the company, Facebook reinstated the advertisements and stated that they had been removed in error.
Curvy Kate also designed its very own sports bra focused on the fuller bust customers. This received praise from Women’s Running in 2026, as one of the best running bras for bigger busts.
04Awards and recognition
In 2011, Curvy Kate won the Fuller Bust Brand of the Year category at the UK Lingerie Awards.
In 2012, the company won both Fuller Bust Brand of the Year and Best Marketing Campaign at the UK Lingerie Awards.
In 2014, Curvy Kate became the first lingerie brand to win Drapers Womenswear Brand of the Year.
In 2019, the company received Drapers Lingerie Brand of the Year.
In 2022, Curvy Kate won the Drapers Best Place to Work award.
In 2025, Curvy Kate was named as one of The Times Best Small Places to Work.
In 2026, Curvy Kate was named as one of The Times Best Small Places to Work.
Sources and credits
This article is adapted from the Wikipedia article “Curvy Kate”, written by its contributors and licensed under CC BY-SA 4.0. Fathomly has changed the layout, removed citation markers, navigation and maintenance notices, and adjusted punctuation. This adapted version is shared under the same license. For references, see the original article.
Images, from Wikimedia Commons:
- Curvy-kate-logo.jpg by Curvy Kate, Public domain
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