About

ROCHELLE

Hi, my name is Rochelle Johnson! I launched Beauticurve.com in January 2013, after much encouragement from strangers, friends, and a growing Instagram audience. So many people would tell me, “I saw that but I didn’t know what to wear with it”, or “I would have never thought to shop there”. I wanted to catalog my fashion adventures in a place where everyone could see and hopefully draw inspiration from. As a plus-size girl, I have grown to be very comfortable with my size and actually enjoy myself as I am. At Beauticurve you will find a girl who isn’t afraid to wear what she loves, go where she wants, and break a few rules.

Over time the brand has evolved, and I share more about my life, travel, and beauty. This blog has become a one-stop shop for all my curvy girls to live a life of affordable style, lavish home decor, luxury, laughter, and self-love. It’s exciting that brands are growing more size-inclusive every day. There is still work to be done. There are people who feel like plus-sized women shouldn't have a full life as if our weight and shape determine the quality of life to be lived. Luxury is a state of mind, regardless of size, race, social status, or job title. All are welcome here, no one is excluded; however, this is a designated safe space for plus-sized women. I hope my blog will open your eyes to new places, and new looks — inspiring you to live well and to have fun with fashion (at any size)!

IN THE PRESS -

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LANE
BRYANT

In 2019, plus-size retail company Lane Bryant reached out with an exciting idea to collaborate on a ten-look spring dress collection. Excited seems like a gross understatement, I was through the roof with joy at the opportunity to not just style and wear clothes but to be hands-on with the design of their spring line. This collection was entitled, “Beauticurve X Lane Bryant.” This was a 10-dress collaboration that I loved and knew would be fun for me and my following. I flew to New York to meet with the design team at LB and we hit the ground running. What I didn’t know was that it would be so well received that I would be later asked to collaborate on a second collection the next year. The second collection was even more fun than the first. The team and I really dug into the second collection. We did an 18-piece line available in-store and online. It was so full of fun colors, patterns, and prints. To date, this has been one of the top 10 moments of my career.

Fashion to Figure

LAB 010

LAB 010 by Rochelle Johnson of BEAUTICURVE focuses on my love for structured pieces with a feminine touch, designed to fit an array of body shapes and sizes impeccably. Think timeless statement pieces that will never go out of style—sold exclusively at Fashion to Figure. This Collection was released in December of 2022, with several Items selling out just weeks after the launch. This was a limited collection with the intention of adding some chic timeless pieces to every curvy girl’s wardrobe. My favorite part of this experience was how I was instrumental in hand-picking the designs, fabrics, and colors.