In an industry long criticized for promoting narrow beauty standards, Arula emerges as a breath of fresh air—a fashion brand that combines modern, trend-forward clothing with a mission to support and celebrate plus-size women. Created to offer sizes 10-24, Arula is more than just a clothing label; it’s a movement toward size inclusion, body positivity, and authentic self-expression.
Whether you’re shopping for everyday staples or something for a special occasion, Arula delivers stylish, well-fitted pieces that challenge outdated norms and empower women to feel confident in their skin.
This article explores Arula’s background, collections, mission, and its growing impact on the fashion world.
What Is Arula?
Arula is a women’s fashion brand specifically created for sizes 10 to 24. It launched as the sister brand to Altar’d State, a well-known boutique chain focused on boho-chic fashion. Formerly known as A Beautiful Soul, the brand rebranded to Arula in 2021 with a renewed mission to prioritize body diversity and break away from traditional sizing conventions.
Arula isn’t just about clothes—it’s about changing the way curvy women see themselves and are seen by the fashion industry.
The Mission Behind Arula
At the core of Arula’s identity is the belief that fashion should be empowering for all body types. Its mission includes:
-
Challenging societal beauty standards
-
Offering high-quality, fashionable clothing for plus-size women
-
Creating an inclusive and inspiring shopping experience
-
Promoting confidence, self-love, and community
By designing pieces specifically for curvy bodies—not simply resizing standard garments—Arula ensures better fit, proportion, and comfort. The brand also invests in uplifting marketing, featuring diverse models and body-positive messaging across its platforms.
Who Is Arula For?
Arula is specifically designed for women who wear sizes 10 through 24—a range often referred to as “mid-size” and “plus-size.” These sizes are frequently underrepresented in mainstream fashion, particularly in the boutique space, where extended sizing is rare.
Whether you’re size 12 looking for trendy dresses or size 22 searching for comfy yet cute denim, Arula offers a fashion-forward alternative that doesn’t sacrifice style or quality.
What Makes Arula Different?
In a growing market of inclusive brands, Arula sets itself apart through several distinct qualities:
1. Designs Made for Curvy Bodies
Instead of adapting straight-size designs, Arula builds each item with plus-size proportions in mind, resulting in a better fit and a more flattering silhouette.
2. In-Store Experience
Unlike many plus-size brands that are online-only, Arula offers physical stores in various locations across the U.S., giving customers the chance to try on pieces in person in a welcoming, body-positive environment.
3. Community-Driven Brand
Arula frequently shares stories, photos, and messages from real customers, building a strong connection between the brand and its audience. It’s more than shopping—it’s about being seen and celebrated.
4. Sisterhood with Altar’d State
Arula often shares adjacent retail space with Altar’d State, allowing women of all sizes to shop side by side—a subtle but powerful move toward size equality in the fashion world.
Arula’s Clothing Categories
Arula carries a full range of clothing, making it a go-to brand for curvy women’s fashion needs.
Dresses
From casual day dresses to flowy maxis and structured formal pieces, Arula’s dresses are designed to flatter curves with strategic cuts, stretch fabrics, and elegant details.
Tops & Blouses
Whether you’re dressing for the office or a night out, Arula offers tops with inclusive fits, longer lengths, and sleeves that suit broader shoulders and arms.
Denim & Bottoms
One of Arula’s highlights is its collection of plus-size jeans, pants, and skirts. With stretchy waistbands, roomier hips, and flattering high rises, their denim gets glowing reviews for comfort and style.
Jackets & Layering Pieces
Stylish layers like cardigans, blazers, and shackets are available in seasonally updated colors and prints.
Loungewear & Intimates
Soft fabrics, relaxed fits, and cozy designs make Arula’s lounge pieces ideal for comfort without sacrificing cute aesthetics.
Accessories & Shoes
Arula also curates a collection of jewelry, scarves, and handbags designed to complement its clothing line.
Online Shopping Experience
Arula’s website is designed to be as welcoming as its mission. Here’s what to expect:
-
Easy navigation by category, size, and occasion
-
High-quality product images with diverse models
-
Style guides and outfit ideas
-
Clear size chart and fit notes
-
Free shipping promos and easy returns
For those new to plus-size shopping online, Arula offers a smooth experience with plenty of fit information and customer reviews to help guide your choices.
Arula Store Locations
While Arula has a strong online presence, it also operates brick-and-mortar stores in select states, often adjacent to or inside Altar’d State boutiques. These in-store locations provide a rare and valuable experience for plus-size women who often don’t find their sizes in traditional stores.
In-store highlights:
-
Personalized styling helps
-
Inclusive changing room design
-
Welcoming, uplifting ambiance
-
Collaborative events and community outreach
To find a store near you, visit Arula’s website and use the store locator tool.
Arula’s Impact on the Fashion Industry
While many brands have recently expanded their size ranges, Arula was created with inclusivity at its core, not as an afterthought. That foundational commitment has led to:
1. Greater Visibility for Plus-Size Women
Arula’s marketing campaigns feature women of all shapes and backgrounds, pushing back against narrow beauty standards and offering representation where it’s long been missing.
2. Raising Expectations for Fit and Style
Customers expect more than just oversized versions of smaller clothes. Arula raises the bar by offering tailored, trendy designs built with real plus-size measurements.
3. Community Empowerment
By promoting self-love and hosting community events, Arula has helped create a safe space for curvy women to feel celebrated in the world of fashion.
How to Stay Updated with Arula
To keep up with new arrivals, seasonal drops, and special promos, Arula offers:
-
Email newsletters
-
Social media on Instagram, TikTok, and Facebook
-
Style blog with fashion tips and body-positive content
-
Loyalty rewards and birthday discounts
You can also follow the hashtag #ArulaStyle to see how real customers are wearing their favorite pieces.
Final Thoughts
Arula is doing more than selling clothes—it’s reshaping the fashion industry to be more inclusive, empowering, and body-positive. With its focus on thoughtful design, size inclusivity, and community support, Arula is setting a new standard for what plus-size fashion can be: stylish, accessible, and unapologetically empowering.
If you’re looking for fashion that fits—not just your body, but your lifestyle and confidence—Arula is worth exploring. Whether online or in-store, the brand invites you to embrace your style, celebrate your shape, and join a movement that’s changing fashion for the better.
