Founding 50 - Dress Lab design

With 66 % of Australian women wearing size 14 or above, DE GAIL fills an often-overlooked gap in the market – delivering effortlessly chic style without a hint of compromise.

And it’s been a process shaped by the women it was made for. The design journey began with listening: DE GAIL brought together its Founding 50, a focus group of women across the size 14–24 range, to share their experiences with fit, style, and what they felt was missing. From there, the team-built mood boards, sketched, and refined concepts based on those lived insights – that good fit is rare, tailoring is lacking, and cool staples are often inaccessible.

Each garment was fit-tested across sizes 14–24 from day one, with careful attention paid to bust darts, waist placement, hem lengths, and fabric movement. The result? A debut collection that delivers uncompromising fit and thoughtful construction.