We recently connected with Natalie Servello and have shared our conversation below.

Natalie, thanks for joining us, excited to have you contributing your stories and insights. Let’s kick things off with your mission – what is it and what’s the story behind why it’s your mission?

In the fashion landscape, the lack of size-inclusive high-quality brands has long been a glaring gap. With 68% of women in the US and Canada falling above a size 14, the demand for size- inclusive fashion is undeniable. However, existing brands that do cater to larger sizes often lean heavily towards activewear, leaving a void in the market for elevated, versatile designs. Additionally, many brands struggle to instill longevity in their offerings, leading consumers to seek more mindful and sustainable options. Prior to the launch of brands like Skims in 2018, size inclusivity and diversity in fashion remained extremely limited. SERVE emerges as a game- changer in this landscape with its focus on elevated designs that seamlessly transition from day to night, offering multi-purpose high fashion. The brand’s target market, comprised of women aged 25 to 40, spans diverse industries, from service-based to corporate. These women value versatility and quality, seeking pieces that effortlessly blend into their day-to-day lives. SERVE’s offering resonates with this demographic, providing a refreshing take on elevated basics that cater to the modern woman’s multifaceted lifestyle.

It is common practice in the marketplace whereby brands categorize sizes above large as “extended sizing.” Furthermore, sales of extended size clothing are not seen as primary drivers of revenue as a result of a non-virtuous cycle of a lack of promotion and marketing. Due to the competitive fashion landscape, most brands do not manufacture or market extended sizes until they have seen consistent profitability. SERVE does not view “extended sizing” separate from the traditional size range because the brand is built upon the foundation of existing as a place of belonging for the very consumers that are neglected and unrepresented elsewhere.

Representation in fashion begins with messaging, specifically in campaigns. SERVE takes a stand against tokensim. Our campaigns feature real women, with real stories and with no exclusions. Having spent eight years styling and working in my family’s boutique, I developed an in-depth understanding of the important of fit and quality. However, I soon learned through my conversations with women that relatability was equally as important for the reason that it created connection and influence. How my customers felt about what they were wearing and how it made them feel translated into their decision to purchase my clothing or not.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

Serve is far more than a passion project, it was born out of necessity. A necessity to defy, redefine, expand and bring light to an industry that postures to include, support and represent women of all forms in word, but misses the mark in deed. My undergraduate research and study of fashion theory remains a profound catalyst for SERVE. Clothing transfers a noticeable psychosocial influence on the individual wearer, a process known as “enclothed cognition” that manifests in one’s behavior and perception of self. The things we see, the things we let inevitably control our perceptions. Is what we consider to be beautiful based on ourselves as the beholder, or based on what we see on social media? Is our ideal body, or hair length, or personal style, truly dependent on our interests, or did social media make that decision for us? Fashion claims to be moving in a “diverse” direction, but I question this entirely. Is a singular plus size model, amongst thousands the epitome of change, I would think not.

Through adolescence I struggled with body image issues that affected my mental health, perpetuated by the absence of representation in fashion media. With a sister who is plus-size, and a best friend from a minority group, I witnessed the struggle for inclusion and representation for all types of women. SERVE is a social movement, redefining what inclusivity and representation in fashion truly mean. My mission is to revolutionize fashion by championing inclusivity, authenticity, and sustainability through empowering individuals to embrace their unique beauty and molding the beginning of a truly conscious future in fashion.

SERVE is a clothing brand dedicated to designing luxury basics with a strong emphasis on sustainability. Each piece is crafted for versatility, allowing it to be seamlessly worn across collections and from day to night. Central to SERVE’s ethos is a commitment to inclusivity, diversity, and authenticity. The brand offers an extensive size range from XXS to 3X, ensuring all women can find their perfect fit. Through its innovative shapewear stretch fabric and inclusive marketing campaigns, SERVE has created a luxury fashion space where every woman feels represented and valued. The brand ensures that women who typically struggle to find luxury brands in their sizes feel represented. With high-quality fabrics, SERVE appeals to a wide consumer base through addressing the major pain point of accessibility.

How about pivoting – can you share the story of a time you’ve had to pivot?

Serve is not my first brand; in fact, reaching success often means facing setbacks. About four years ago, I launched Unlabelled, a fully inclusive clothing line centered on women’s empowerment and wellness. But despite my passion and hard work, the brand was taken from me by an influencer in the United States. After spending thousands of dollars on lawyers and grappling with a profound identity crisis as my life’s work was stripped away, I was forced to pivot. I made the difficult decision to shut down Unlabelled and reassured myself that this wasn’t a failure, only a redirection. I spent the next 2.5 years working in water metering sales for a tech company before deciding to rebrand. I recognized an untapped gap in the market and leaned into it, which turned out to be the best decision I could have made. From this journey, I learned two crucial things: first, failure doesn’t exist—there’s only learning and growth; and second, never let fear or others’ opinions stop you from pursuing what’s truly meant for you.

Let’s talk about resilience next – do you have a story you can share with us?

Resilience is the heartbeat of being a brand owner. Starting a brand, or any business, is never easy; setbacks are part of the journey, and resilience becomes your only lifeline. This first year with Serve has solidified this lesson for me. Finding your path and committing to it can be a profoundly lonely experience. In the process, you lose people you love, and you come to realize that sitting with yourself—truly facing your own ambitions and fears—is essential for achieving the success you envision. Building Serve has come with both immense joy and heartbreak; while I’ve had to let go of some of the closest people in my life, I’ve also connected with individuals I once thought out of reach, who’ve opened doors I never imagined. When building a business, there are countless moments where you feel like you’re hitting a wall, tempted to give up. But I remind myself of the people I look up to: the most successful individuals are often the most resilient. True entrepreneurship lies in overcoming and bouncing back from every barrier, and that’s what defines lasting success.

Contact Info:

• Website: https://www.servethebrand.com/
• Instagram: https://www.instagram.com/servethebrand/
• Linkedin: https://www.linkedin.com/feed/

Image Credits

Jenna Matys

Luca Delledone

Olivia Aversa