Cwtchy Cwtchy

Fashion can seem like quite a cruel place; with the idea that the only way to look amazing in an outfit is by starvation.  One person who is shunning this idea is designer Sonia Edwards, with her new brand Cwtchy Cwtchy.  The concept is simple, yet genius, and in fact, has been protected by intellectual property rights, meaning no one can copy what is described as the “unique, distinctive cornerstone of the brand”.

The concept is this: the waistband of clothing is cut into a ‘V’ shape, creating an optical illusion of longer legs and a nipped in waist; whilst flattering and enhancing the wearer’s natural curves.

Cwtchy Cwtchy’s signature ‘V’ shapes appear to be a natural progression; with Sonia having always been intrigued with the idea of optical graphic techniques and the French ‘trompe l’oeil’ (deceive-the-eye); resulting in the creation of forced perspectives and three-dimensional optical illusions in both form and shape.

Although an extremely new brand; Cwtchy Cwtchy offers an extensive collection, ranging from skirts and leggings to swimwear, all offering the flattering ‘V’ waistline.  Sonia’s clever designs have made it so that the clothing can either be worn separately with other brands; or can be mixed-and-matched with other pieces of the Cwtchy Cwtchy range; with many pieces able to connect via hooks and buttons.

To have a look at the figure-flattering collection, head to the Cwtchy Cwtchy website; or Facebook and Twitter.

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About Elle Pollicott

Hi, I’m Elle and I’m a final year fashion marketing student at the University of Manchester. Having worked extensively within the fashion industry over the past few years, I now do a lot of copywriting in my current job, as well as for my own blog Girl Out on The Town, and now, for Gola’s ‘Born in Britain’ campaign, which I’m really excited about! Always obsessed with fashion, I remember attending many catwalk shows from a young age wishing I was up there, and have developed an addiction to shopping along the way– I love discovering unknown brands, both British and foreign – and now, I’ll get to share them with you! When I'm not shopping or searching for the latest trends, you'll either find me at ballet (my favourite outfit is probably a tutu and a pair of pointe shoes!) drinking cocktails, or learning Swedish. ''Why Swedish?' you're probably asking yourselves. Well, as cutting edge and cool as the British fashion industry may be (not forgetting the music, film and art scenes too!); I am a firm believer that it always good to try something new.

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