Our Story
VIV THE LABEL was born from a simple belief: women 5'4" (162.5cm) and under deserve clothing designed specifically for them.
As a petite woman herself, our founder Natasha spent years searching for beautifully made clothing that truly fit. Trousers needed hemming, sleeves felt too long, and dresses rarely sat where they were intended. Even when she found pieces she loved, they often required alterations before they felt just right.
The more she spoke to other women, the more she realised this wasn't an individual experience. It was a gap in the market.
Despite making up a significant portion of the female population, shorter women have long been overlooked by the fashion industry. Petite refers to height, not body size, yet many brands continue to design for taller proportions, leaving women to compromise on fit, style or comfort.
VIV THE LABEL was created to change that.
Our name reflects the women we design for. VIV is derived from the Roman numerals V and IV, representing 5'4", the height that defines our petite customer. It serves as a constant reminder of our mission: creating premium petite clothing for women 5'4" (162.5cm) and under.
Petite simply refers to height. We believe every woman deserves clothing designed to suit her frame.
Because when clothing is designed for your height from the very beginning, everything changes.
How Do We Do It?
Our garments are thoughtfully designed in Melbourne and brought to life by a carefully selected network of ethical manufacturing partners in Australia and overseas. We work closely with specialist makers who share our commitment to quality craftsmanship, responsible production and attention to detail.
Rather than producing large volumes, we manufacture in small batches. This allows us to maintain high standards, minimise waste and create pieces that feel considered from the very beginning.
Every fabric is hand-selected for its quality, comfort and practicality. We look for fabrics that are breathable, gentle on the skin, easy to care for and designed to work with the demands of everyday life. Wherever possible, we prioritise low-maintenance fabrics that can be machine washed without compromising on quality.
Our Promise
Petite isn't a size. It's a height.
That's why we create thoughtfully designed clothing for women 5'4" and under, helping shorter women of every shape and size feel confident, comfortable and effortlessly put together.
We believe shorter women deserve the same choice, quality and attention to detail as everyone else. From busy workdays to weekends away, every VIV piece is designed to fit beautifully, feel effortless to wear and move with you through life's everyday moments.
Because great style shouldn't start with a trip to the tailor.