We’ve all experienced the horror of buying clothes online—they never fit right, you never know what size you really are in the brands, and nothing hangs or clings like it does in the picture. But with sites like Eloquii, things are finally looking up. You have to give them credit that they’re one of the few brands out there forging their own path by making an effort to not only have brand presence at Curvy Con, but wanting curvy women to have a great experience shopping like every other woman does is what is setting them apart and making them one of the top retailers.

In a new interview with Forbes, Eloquii’s VP of marketing, Kelly Goldston said, “So much fashion content out there is predicated on the concept that plus-size women are trying to look thinner.” And Eloquii is one of the few brands that makes it a point not to mention that certain items are more flattering, or that a particular trend looks better on curves—it’s not about covering up or telling women how to dress at all quite frankly. It’s more so about giving women the sartorial options they deserve, based on runway trends, just like Zara, H&M, and Topshop.

“Everything is fair game. We’re not taking a straight-size garment and grading it up. We start with measurements and sizing for the range we offer. Often you see a brand just sizing up, but it doesn’t address the fit,” said CEO Mariah Chase. And their efforts are what keeps us inspired, not to mention super chic.