Kurve, The Fashion Brand Empowering Confidence and Beauty Through Simplicity

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A basic wear collection made to celebrate everybody’s’ shapes.

Kurve is an Indonesian fashion brand focusing on producing basic wear that’s on trend, innovative, and versatile. Kurve offers a wide range of tops, bottoms, bodysuits, dresses, and outerwear in simple design that are meant to be worn every day. 

Established in 2019 in Jakarta by Paula Anselmi, Kurve is built on a strong value revolving around women empowerment, especially in promoting self-love and body positivity. The message is carried through in Kurve’s campaign, which features women in different shapes and sizes. In Kurve’s social media platform, customers are encouraged to share their own empowering stories, creating a community of “Kurvies”.

Paula’s personal struggles are the foundation behind Kurve’s vision. Growing up, Paula spent her childhood days moving around schools to follow her parents. Consequently, she never had any close friends. Always felt alone and alienated, Paula went through a period of bullying; the experience affected her confidence.

When she founded Kurve, Paula aimed to share her story to other women who might be going through, or have gone through, the same journey. Kurve was built as a platform to encourage women to be more confident with what and who they are.

“At Kurve, we have a vision to inspire women all over the world to love themselves and to accept their imperfections,” said Paula. More than just a brand, to Paula, Kurve is a personal statement.

Kurve’s design centers around simple but innovative basic wear with quality and versatility—another reflection of its founder. Paula’s personal style has always revolved around basic items, which are classic, timeless, and can easily be dressed up and down.

She found that shopping for the styles that she wanted was not as easy in Indonesia. This is where she sees an opportunity.

“I find it hard to get the style and quality that I wanted. Most shops here [in Indonesia] only carry trendier or design oriented items; there was not a lot of options for simple basic wears. When I do find one, the fabric quality and the fit are usually not suited for my body—or for most Asians. I decided to create one myself,” said Paula.

At Kurve, one of the design philosophies is that beauty shines through simplicity. Paula’s design for Kurve puts great emphasis on fit and material. Kurve’s innovative “Konfidencewear”, made using high quality jersey and terry fabric, would hug every curve of the body comfortably. 

This design approach, along with Kurve’s strong values, has managed to boost Kurve’s appeal to many. Kurve’s fan base now includes notable local celebrities such as Luna Maya, Nikita Willy, Adinia Wirasti, Pevita Pearce, Indah Kalalo, Titan Tyra, Vinna Gracia, Paola Serena, and Nia Ramadhani, as well as international celebrities like Venice Min, Isabel Tan or Pretty Frowns, Jessica Wilson, and Rei Germar.

Most recently, Kurve’s collection was also seen on Indonesia’s Next Top Models contestants.

“We aim to be the leading brand in the market, focusing on quality made basic wear that are both fashion forward and timeless,” Paula said.

At the core of Kurve are the customers. As the younger generations found a stronger foot to voice out their opinions and express their values more freely, Kurve is always there to listen, to improve, and to grow together.

Background on Kurve

Founded by Paula Anselmi in 2019, Kurve is an Indonesian fashion brand focusing on basic wear that’s on trend, innovative, and versatile. Kurve offers a wide range of tops, bottoms, bodysuits, dresses, and outerwear in simple timeless design and quality fabric that are meant to be worn every day.

Kurve is built on a strong brand value revolving around women empowerment, especially in promoting self-love and body positivity. Kurve’s vision is to inspire women all over the world to love themselves and to accept their imperfections by wearing Kurve’s “Konfidencewear”.

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