Ellie Simmonds launches extra

Ellie Simmonds, a former Paralympic swimmer, has launched a clothing initiative aimed at addressing the challenges faced by extra-petite individuals in finding well-fitting clothes. Standing at 4ft (1.21m), Simmonds has often struggled with off-the-rack clothing, leading her to collaborate with designer Chamiah Dewey. This partnership aims to create a collection that caters specifically to those with shorter stature, ensuring they feel represented in the fashion industry. The first collection will feature an 'athleisure' range, comprising 16 womenswear pieces and six unisex styles, set to debut at London Fashion Week. Simmonds highlighted the significant gap in the market for extra-petite clothing, sharing her personal experiences of having to alter clothes or rely on her mother for adjustments. This issue extends beyond casual wear, as even her ParalympicsGB kit required modifications for the London 2012 games. In an effort to further support this initiative, the brand will introduce what are believed to be the world's first 5ft-and-under mannequins, which will be used to showcase the collection in retail spaces. This innovative approach aims to enhance visibility for extra-petite individuals and provide them with a more relatable shopping experience. Simmonds emphasized the importance of feeling confident in one's clothing, stating that everyone deserves to feel great in what they wear. Through this initiative, she hopes to empower others who face similar challenges and inspire change within the fashion industry, making it more inclusive for all body types.