Jameela Jamil is hoping to put an end to the term 'plus size' for good with the launch of her new fashion line.
The TV personality, radio presenter and model has designed a new collection with Simply Be, which will be the most size inclusive range available on the UK high street - with all items available in sizes ranging from 10 to 32.
The 11-piece collection has been designed to suit women of varying shapes and sizes, and includes 70s chic inspired dresses and sophisticated party separates.
Jamil revealed the inspiration for her collection came from a desire to stop women being defined by their size in the fashion world.
“I find it infuriating that in this industry, size 10 and above is defined as ‘plus size’ especially when the average dress size in the UK is a 16," she said.
"We really shouldn’t be putting a label on size, fashion is for all and I think confidence and happiness is more important than dress labels.”
The 29-year-old also explained to OK magazine why it was important to her that her range was so size inclusive.
"There shouldn’t be a segregation of women over a size 16, it should just be all women who want to wear beautiful clothes," she said.
Jameela Jamil for Simply Be will be available to buy online from 6 October, with prices starting from £25 up to £110 for a red faux fur coat.
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