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Sandra Halliday Published
April 11, 2025
Live Unlimited is on the expansion trail with the size-inclusive fashion brand launching via M&S this month. It will join the expanding label line-up on the Brands at M&S e-tail platform, via M&S.com, with a selection of clothing from its SS23 range.
It’s a strong opportunity for the label with the number of truly size-inclusive brands out there still relatively small.
Live Unlimited creates its patterns specifically for each size rather than simply scaling up from one starting point and as such has built a growing business among women dissatisfied with many of the larger sizes currently out there.
It was established by best friends and business partners, Rachel Heather and Tracy Egan, who both have a long history in manufacturing.
The female-founded and led company aims to create “clothes that fit and flatter” and it’s “committed to designing high-quality, timeless pieces [to] wear season after season”.
Designed and fitted in-house at its London studio, prints are a big part of its offer and can be seen throughout the ranges from subtle florals to statement animal designs.
So far, the brand is stocked online on its own webstore (LiveUnlimitedLondon.com), as well as via John Lewis, Next, and Zalando. It’s in a number of John Lewis physical stores across the UK too.
Egan, who’s the brand’s Creative Director, said “the online presence that M&S has will enable new customers to discover Live Unlimited London” and that she’s looking forward to further expanding its range on the platform.
M&S’s MD of Clothing & Home, Richard Price, added: “We’re repositioning for growth as a leading omnichannel retailer and Brands at M&S is a key part of our strategy. We’re delighted to welcome Live Unlimited to our Brands at M&S platform – which is now home to over 60 carefully curated partners. We’re confident that Live Unlimited will complement and enhance our core womenswear offer.”