Photos courtesy Premme.

Friends and longtime plus-size fashion authorities Gabi Gregg and Nicolette Mason have launched their own label today—Premme, for sizes 12 to 30—and it looks like pieces are already selling quickly.

The summer looks dropped this morning at their own website. “Premme is about delivering the same fashion options offered to the straight-size set, without settling for watered-down versions of what we really want,” explained Mason in the announcement. One immediately promising sign is that they’ve included models who truly wear plus sizes, so shoppers can see how, say, these pearl-beaded sweat shorts might wear on them. (Other than daring but cute.)

Photos courtesy Premme.

Their official announcement explained:

“Premme was created by Gabi and Nicolette as a shopping destination that speaks to digital-savvy, empowered, cool-girls like themselves. The line is anchored not by basics or foundation pieces, but by bold patterns, skin-revealing silhouettes, and fashion that speaks to the babe who strives to stand out from the crowd. Premme’s launch collection is filled with statement pieces that go beyond basics, including bodysuits, sheer dresses, crop tops and more.”

The looks are fittingly adventurous—it’s not like we needed more black knitted options, anyway—and the collection does include quite a few crop tops. But there are also pieces for those of us who aren’t quite so keen on midsection draftiness. A real standout is that orange jumpsuit with the keyhole detail on the left, which seems like a nice happy medium.

Photos courtesy Premme.

“Premme wants to give women the freedom to dress according to their personal style without giving in to the limits of society’s current fashion rules,” said Gregg, who has done several delightful and popular collaborations with Swimsuits for All.

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The pricing is also reasonable, especially by the perpetually pricy standards of plus-size fashion—$79 for this bomber jacket covered in birds of paradise, $39 for this body suit, $45 for this blush body-con dress. All in all, a welcome and long-awaited addition to the plus-size fashion arena.

Photos courtesy Premme.