The opportunity: “We have money, but nowhere to spend it”. Women sizes 10 and above represent over 69% of fashion shoppers. Mrs&Mr was engaged to connect with this overlooked majority by creating a new brand and product experience from the ground up.

The impact: Collaborating closely with co-founders Keith George and Brooke Cundiff,  Mrs&Mr developed the name, brand positioning, design, packaging, website and entire user experience for CoEdition - an inclusive destination of curated fashion brands that puts sizes 10 and above right where they deserve to be: front and center.