LONDON, UK. July 17th 2025 – On August 4, a fashion rebellion begins. Petite Aesthetics, a new London-based activewear brand, launches with one mission: to end the daily struggle petite women face finding clothes that truly fit. Backed by academic research and 3D body scanning technology, the brand is the first of its kind built exclusively for women under 5’4”.
A Personal Mission Becomes a Movement
“I created Petite Aesthetics for the woman who has always been overlooked,” says founder and CEO Natalie Filippoy. “Not because of what she lacked but because of her height.”
As a woman who trains daily with a petite frame, Filippoy grew tired of rolling waistbands, tucking straps, and constantly adjusting clothes that weren’t made for her proportions. This frustration sparked a mission: to create a brand where petite women no longer have to shrink themselves to fit in.
The Industry Gap: 54% of Women, Still Ignored
Petite women make up over half the global female population, yet remain underserved by mainstream fashion. Most brands simply scale down standard sizes, resulting in poor fit, discomfort, and increased alteration costs.
Petite Aesthetics takes a different approach beginning with the truth that petite women have distinct body proportions, not just smaller frames.
Science-Backed Design
Inspired by a 2016 academic study (Kim, Song & Ashdown), the brand’s fit system is built around four core petite body types:
- Top Petite – fuller bust/shoulders
- Bottom Petite – curvier hips/thighs
- Regular Petite – balanced proportions on a small frame
- Plus Size Petite – larger sizes with petite-specific structure
Filippoy spent over a year refining sizing, testing on real bodies, and integrating 3D body scanning so each customer can find their true fit, no more guesswork.
Beyond the Fabric
“Garments without soul are just fabric,” says Filippoy. “But when they reflect your truth, they become power.”
Petite Aesthetics is more than activewear. It’s a movement for women who’ve been underestimated or made to feel invisible. Through premium performance pieces, it offers a sense of identity and strength, starting from the first wear.
About the Founder
Natalie Filippoy created Petite Aesthetics out of lived experience, combining research, real-life testing, and deep intention to offer petite women what she wished she had at 14: clothes that finally felt like home.
About Petite Aesthetics
Founded in 2025, Petite Aesthetics is the first research-backed activewear brand created exclusively for petite women. With custom sizing, 3D technology, and a soul-led mission, it empowers women under 5’4″ to reclaim their fit, confidence, and identity without compromise.
Customers can explore the Petite Discovery Centre and join the waitlist at www.petiteaesthetics.com
ENDS