Fashion has long been a space of expression, identity, and empowerment—but only for those who could find something that fits. For far too many people, particularly those outside the narrow confines of “straight” sizing, shopping has often meant compromising style, comfort, or both. That’s the very gap Viva Voce aims to close.
Founded by Kate Zigrang, Viva Voce is a size-inclusive, ethically driven retail pop-up and soon-to-launch online marketplace that’s challenging the fashion status quo, one city at a time. The brand’s debut pop-up in Atlanta offers clothing in sizes ranging from L to 6X and 14-36 creating a shopping experience that embraces everyone, not just a select few.
For Zigrang, the idea for Viva Voce wasn’t born in a boardroom, it came from her own struggles as a tall, plus-size woman trying to find fashion that felt like her. “I want to be seen,” she says. “It’s been really hard for me to find fashion in stores that not only fits me, but also fits my style and expresses myself the way I want to.”
That personal connection to the issue is what makes Viva Voce stand out. It’s not just another pop-up shop, it’s a platform for visibility, self-expression, and community.
Viva Voce’s first pop-up in Atlanta wasn’t chosen at random. The city’s diverse population, strong community roots, and vibrant plus-size fashion scene made it a natural fit. “Atlanta is an amazing, diverse community,” Zigrang explains. “There’s a large plus-size population that’s already very active in fashion. We felt like it was the perfect place to start, to build real relationships and kick off our community-first approach.”
Viva Voce partners with a curated selection of independent, ethical fashion brands that prioritize people and the planet. Shoppers can explore pieces from names like Pamut Apparel, ABLE Clothing, Nomads, TomboyX, Reistor, and Tamara Malas, many of which are difficult to find outside of niche online shops or specific regions.
And the response has been overwhelmingly positive.
“We’ve seen an incredible turnout,” she says. “People are excited to have a store where they can try on ethical, inclusive brands that are usually only available online. It’s about giving people a space where they feel seen.”
