Heidi’s Collection was born out of my own life long frustrations trying to find beautiful, designer clothing that is created for a different body type, where the bust is larger than the hips, rather than the standard pear shaped sizing.

As a woman with a large bust and smaller hips, shopping for clothing has been an ongoing challenge. What should be a fun, simple process to shop for clothes, is all too often filled with emotion and frustration in the change-room instead.  Feeling fat instead of beautiful from having to size up way beyond my natural body size, just to fit my bust in.

If you're anything like me, you know the depressing feeling of trying on hundreds of clothes, only to find that none of them fit.. or “sizing up” whilst the rest of the clothing hangs shapelessly everywhere else.

Dresses that seemed promising based on traditional online measurements would fail because the cut didn’t account for the extra fabric needed from the shoulder down to under the bust. Seams that were supposed to sit under my bust would be halfway up my bust. What a disaster!