Actress and comedian Amy Schumer has just launched a "size inclusive" clothing line.
“My instinct is to be authentic and to empower women of all ages and sizes to do the same. We are making beautiful, comfortable and wearable clothing that is accessible to real women," Schumer said in a statement.
The brand, called Le Cloud, is a nod to her desire to make clothes that feel "light as a cloud".
The I Feel Pretty star, who is pregnant with her first child, has faced negativity from media and internet trolls about her body but has always been vocal about her body image. In a 2015 interview she said: "Going to put jeans on or things that I see girls in magazines or on TV wearing wasn’t agreeing with my body type. You feel bad and wrong. It creates so much anxiety.”
Announcing the launch of Le Cloud on her Instagram account, the 37 year old said: "I always have a bump alert!", referring to the speculation in the press that she was pregnant before she was - due to her body shape.
Speaking to the JC ealier this year to mark the launch of her newest film, Schumer said: “I’ve had major ups and downs with my self-esteem...I think like everybody, who is not a complete psychopath! You get bullied as a kid. And then getting older and being in this business, and now I feel like I’ve come out the other side feeling pretty consistently good about myself and being proud of the way I’m living. I’m in a good place with it now.”
Schumer, whose mother converted to Judaism before marrying her father, said that she finally statred feeling good about herslef after meeting her stylist and now-business partner Leesa Evans, on the set of her film Trainwreck.
“People are so used to fitting way smaller actresses or models,” she told WWD. “If I were doing a photo shoot for a magazine or a fitting for a role I was playing, the clothes didn’t look right or fit right. I was made to feel like my body was wrong. I was so reticent about my fitting with Leesa, and she just approached it in such a different way.”
Schumer has also made it clear that her clothing line is for everybody - and is both size inclusive and affordable. Pointing out where Le Cloud - which launched on Tuesday - is sold, another post on her Instagram account reads: "We plan to go up to a size 40 as soon as we can. And it will be soon" accompanied by a caption stating: "@lecloudclothing is at saks OFFFFFFFFF 5th. Not saks 5th. Saks off 5th is a discount store. This line is for all women. We made it as inexpensive as humanly possible without sacrificing the feel and look of it."
Although she is clear that Le Cloud is highlighting an important issue in fashion and filling a much needed gap, the comedian in Schumer is never too far away.
"We take our product seriously, but not ourselves,” she said.
