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Like many other shops, wholesale halloween costumes Esse Vie has dropped the "plus-size" standard and focused on real, healthy women of all ages.

"I create for really life-sized women, babydoll chemise not plus or minus size. I believe that in today's industry everything is designed towards sample sizes and then jumps to plus sizes. There is no in-between for healthy girls with realistic body shapes," founder Sonam Vaswani told The Independent.

"I have a lot of customers who are fit with a petite frame but have a DD chest or wider disproportionate hips. The brand's focus is on concealing 'problematic' areas whilst enhancing flattering parts of a woman body such as the waist of decolletage.

"I think most brands cater towards an idealistic body shape. I am my own customer, I eat well and work out but I fully understand and respect my body and my expectations are more realistic and forgiving."

Vaswani says the ideal ambassador for her label would be Salma Hayek, referring to the actress' quote on Harper's Bazaar: "In recent years, we have had to fight against our genetic nature to look like little boys, to be socially accepted as beautiful. It used to be that a young girl couldn't wait to grow up and take the shape of a woman. Now our goal is the regression, to look younger and like a child."

"The industry should embrace the 'real women' movement because once upon a time in many cultures a woman's curvaceous figure was celebrated for many reasons," the 27-year-old founder added.

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