Arula is a fashion brand redefining size-inclusive style for women. Formerly a sub-brand of Altar’d State, Arula has emerged as a separate identity that champions body positivity, self-expression, and fashion-forward designs for women wearing sizes 10 to 24. Unlike traditional plus-size retailers, Arula puts a premium on aesthetic detail, modern silhouettes, and a community-first approach.
Arula is not just a brand—it’s a movement aimed at changing how society views beauty and clothing standards. With carefully curated collections and bold messaging, Arula offers a refreshing departure from the one-size-fits-all narrative.
The Birth of Arula: A Brand with a Mission
Launched under the umbrella of Altar’d State, Arula was designed to address a glaring gap in the retail space: the lack of fashionable, high-quality clothing options for mid- and plus-size women. Arula took off as a passionate response to the growing call for representation, diversity, and inclusivity in fashion.
From the beginning, Arula’s mission has been about more than selling clothes. It’s about empowering women to feel confident, seen, and stylish—regardless of their size. This values-driven identity is a core reason why Arula has quickly developed a loyal following.
What Makes Arula Stand Out?
- Size-Inclusive Philosophy
Arula goes beyond traditional “plus-size” labeling. It rejects tokenism by offering a full range of stylish clothing from size 10 to 24. It ensures that customers aren’t simply getting extended sizes of existing styles but thoughtfully designed pieces tailored to various body shapes.
- Fashion-Forward Collections
One of Arula’s biggest strengths is its trend-savvy catalog. Whether it’s boho-chic dresses, tailored blazers, or everyday denim, Arula keeps up with seasonal trends while making sure each piece caters to curves and comfort. The brand strikes a rare balance between fashion and function.
- Ethical Retail Practices
Arula’s parent company is committed to ethical production and fair labor policies. The brand also participates in charity and community outreach programs, aligning fashion with a sense of purpose. Sustainability and conscious consumerism are part of the brand’s DNA.
- In-Store Experience
Unlike many plus-size brands that operate only online, Arula also offers physical retail stores, where customers can try on items, get styling advice, and connect with a welcoming community of like-minded shoppers. This physical presence adds authenticity to the brand’s promise of inclusion.
Arula’s Impact on Modern Fashion Culture
Arula is contributing to a significant shift in how the fashion industry operates. In a space that has historically sidelined curvier women, the brand is building a community-centric, empowering alternative. This is resonating with a demographic that has long been underserved.
With strong social media engagement, Arula’s customers often serve as brand ambassadors, showcasing how the clothes fit on real bodies—not just models. This transparency and relatability make Arula more than a retail experience—it becomes a platform for confidence and conversation.
Arula’s Best-Selling Categories
Dresses
Arula’s dresses are among the most beloved items, thanks to flattering silhouettes and versatile styles ranging from casual to formal. Fabrics are chosen for breathability, stretch, and drape, giving each dress both comfort and elegance.
Denim
Curated for fit and function, Arula’s denim collection features various rises, lengths, and washes to cater to every body type. Many of these jeans include built-in shaping panels or flexible waistbands.
Tops and Blouses
Arula tops are known for their soft fabrics and detailed embellishments—lace, smocking, and embroidery—bringing unique flair to everyday wear.
Athleisure
Recognizing the popularity of stylish comfort, Arula includes leggings, joggers, and relaxed-fit tops in its catalog, tailored specifically to plus-size figures.
Accessories
From statement earrings to comfy footwear, Arula’s accessories are designed to complement its fashion pieces without overshadowing them.
Arula and the Digital Marketplace
Arula’s success is not just limited to brick-and-mortar stores. Its online shopping platform is robust, featuring:
- Fit guides
- Style quizzes
- Customer reviews with real images
- Virtual stylists
These features make it easy for customers to find what works for them without the uncertainty that often comes with online plus-size shopping.
Social platforms like Instagram and TikTok have played a significant role in Arula’s growth, where influencers and everyday shoppers alike showcase their style, give reviews, and promote body positivity.
The Psychology Behind Arula’s Branding
Arula’s name, website design, and branding materials all convey a sense of femininity, softness, and empowerment. The choice of colors (often earthy, pastel, and nature-inspired) evokes feelings of self-care and warmth. Unlike aggressive retail campaigns that push sales, Arula focuses on emotional connection and self-love messaging.
Its models are intentionally diverse—not only in size but also in age, ethnicity, and body proportions—promoting authentic representation in a way that’s still rare in the industry.
Challenges in the Inclusive Fashion Space
While Arula has found notable success, the journey hasn’t been without obstacles:
- High production costs for diverse sizing.
- Skepticism from traditional retail sectors reluctant to prioritize size diversity.
- Balancing trendiness with practicality, especially for curvier silhouettes.
However, Arula has managed to stay ahead by listening to its customers, tweaking designs based on real-world feedback, and remaining agile in an ever-changing market.
Competitors and Market Landscape
Arula operates in a competitive but growing sector of the fashion world. Other notable brands include:
- Torrid
- Eloquii
- Universal Standard
- Good American
- ASOS Curve
What sets Arula apart is its hybrid model—offering a boutique-style experience both online and offline, while also maintaining a strong emotional and ethical foundation.
The Future of Arula: Where Is the Brand Headed?
Arula continues to expand, both in product range and geographic reach. The brand is investing in:
- Sustainability practices like eco-friendly fabrics.
- Collaborations with influencers who align with body positivity.
- AI-powered fit technology for more accurate online sizing.
- Seasonal pop-up events and style workshops to engage local communities.
With inclusive fashion no longer just a trend but a necessity, Arula is poised to lead this evolving narrative for the long haul.
Why Arula Matters in Today’s Society
The emergence of Arula signals a larger cultural shift. No longer are curvier women forced to compromise on style, quality, or self-expression. Arula is creating space for real women to be seen, not as an afterthought, but as the center of the fashion conversation.
This kind of representation can have ripple effects—boosting confidence, reshaping consumer expectations, and ultimately holding the fashion industry accountable for broader inclusivity.
Conclusion
Arula isn’t just another clothing brand—it’s a response to decades of fashion exclusivity. By focusing on inclusivity, empowerment, and community, it has forged a new path for what modern retail can look like. With high-quality pieces that celebrate diverse bodies and a mission rooted in authenticity, Arula is more than stylish—it’s revolutionary.