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TAKING SHAPE TURNS 40. CELEBRATING 40 FABULOUS YEARS OF FASHION.

HELLO 2025! IT’S TIME TO CELEBRATE ALL THAT’S FABULOUS AT TAKING SHAPE.

We’re kicking off our 40 Years celebration with the one and only Alla B who has been a driving force behind the Taking Shape brand from Day 1 - first as a customer and then joining the team. Alla has grown alongside the brand, pouring her passion for empowering women into every stitch and style. As our Managing Director, she’s been at the heart of every decision, always putting our community first, ensuring you have the best shopping experience possible and of course feeling fabulous.

In her own words, Alla shares what makes Taking Shape so special, her personal connection to the brand, and her vision for the future as we celebrate this incredible 40-year milestone. Get ready to be inspired!

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A MESSAGE FROM ALLA B OUR FABULOUS MD.

Taking Shape is turning 40 fabulous years young! This milestone isn’t just about us—it’s about YOU, our incredible community, who’ve been with us every step of the way. From our humble beginnings in Melbourne to becoming the go-to destination for feel-good fashion across Australia and New Zealand. We’re here to celebrate everything that makes Taking Shape so special.

WE’RE OBSESSED WITH WHAT WE DO.

Since 1985, we’ve been the original curve experts, designing fashion that truly fits every body. Fit, fabric, and style? We’re crazy about them! Every piece we create is engineered to fit a range of curvy body shapes of all ages, perfectly designed for real life, and made to go wherever you do. We’re all about quality, ensuring each piece is created to our high quality standards and is comfortable, making sure you look and feel fabulous wash after wash, wear after wear. The secret sauce is You. Our community is at the heart of everything we do. Every decision we make comes back to you, your feedback, your stories, and your needs. We love hearing how our clothes help you feel amazing, and trust us, your honest (and often hilarious) feedback keeps us on our toes!

WHAT MAKES TAKING SHAPE SO SPECIAL?

I am so in love with our brand, so I have to be very honest that I am very biased about Taking Shape. Here’s the thing: we don’t just sell clothes. We help you rediscover your spark, your confidence, and that little extra spring in your step. Watching people fall in love with themselves again and again, as their bodies change and take on the tapestry of their lives and journeys.

Nothing makes us happier than hearing stories of people feeling good about themselves. How one of our outfits turned your day around, or how the compliments just kept rolling in, from loved ones, work colleagues and complete strangers, all helping build confidence.

The Taking Shape community is strong and growing by the day. Bold, confident, beautiful and always rocking their own unique style. It’s a look that stands the test of time. You can spot Taking Shape style from a mile away — and we love it!

A 40-YEAR LOVE AFFAIR.

I’ve been head over heels for Taking Shape since Day 1 (literally). My connection to the brand is one of pure love nurtured by my passion for the Taking Shape community including our customers, our exceptional team and commitment to world famous service and fabulous and innovative fashion that has endured, from my early romance with the brand as a customer, to the Taking Shape we know and love today. Watching this brand grow from quirky customer favorites to exciting new designs has been a joy. Fashion and looks change over the years, while some trends remain firm favourites, requested over and over again. I love the uniqueness of Taking Shape styles and how our talented design team never stops surprising, with fresh ideas that always stay true to what makes Taking Shape, well, Taking Shape: quirky, unique designs that are fabulous, fun, stand out and make you feel amazing. This is what I love the most.

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THIS YEAR, IT’S YOUR PARTY.

Many of you superstars have been part of our journey and helped shape who we are today. We could not have gotten to where we are without the incredible loyalty and support you have all shown us from the Taking Shape community to every team member. Your feedback, comments, relationships and conversations help inspire and drive us to keep improving, keep trying new things and keep delivering fabulous, unique fashion and the best experience to you.


2025 is going to be BIG. Think iconic styles making a comeback, giveaways, competitions, fun store events, and, of course, more fabulous fashion to fall in love with. We’ve got surprises galore, and we can’t wait to celebrate with you.


Thank you for 40 years of fabulous.

Take a Bow Top

Shop Now

Livia Wrap Dress

Coming Soon

Natural Layered Textured Top

Coming Soon

LOOKING AHEAD

The future of Taking Shape is brighter than ever. We’re rolling out more large-format stores across Australia and New Zealand to bring you an even bigger range of fabulousness, with wonderful in-store fashion stylists to assist you, we’re leveling up our easy to shop online experience, and continuing to innovate with products you’ll adore, all creating a magical shopping experience. One thing’s for sure: we’ll never stop striving to be your ultimate feel-good fashion destination.

LET’S CELEBRATE

Here’s cheers to 40 years of bold style, unforgettable moments, and YOU—our wonderful community. Thanks for being part of this incredible journey, whether you’ve been with us since 1985 or just discovered us recently. We’ll never give up, we are unrelenting and your passion for Taking Shape is what drives us!


Here’s to being fabulous and having fun with Taking Shape for many years to come.


Happy Birthday Taking Shape.