Who Are We?
VIV THE LABEL is a minimalist luxury petite fashion label, founded in Melbourne Australia in 2023.
Inspired by the roman numerals for 5' 4 (V IV), we exclusively design clothing for women who are 5'4 and under. Our aim is to empower petite (aka 'short!') women to feel confident every day with capsule wardrobe items that are effortlessly stylish, high quality and perfectly tailored for their height.
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.
What Do We Do Differently?
We believe petite women deserve more than simply shorter hems.
Petite isn't a body type. It's a height category. That's why we design for shorter women of all shapes and sizes, focusing on proportion rather than trying to fit everyone into a single silhouette.
True petite fashion is about proportion. It's about understanding how a garment should fit, move and flatter a shorter frame from the very beginning.
Rather than taking standard sizing and making it shorter, we redesign each style specifically for petite proportions. Sleeve lengths, rises, inseams, waist placement, shoulder width and overall garment balance are carefully considered to create clothing that feels as though it was made just for you.
The result is a collection of petite clothing that fits beautifully, feels comfortable and helps you look polished without the frustration of tailoring.
Most importantly, we listen.
Our collections are shaped by the feedback of our customers and the lives they lead. Whether you're heading into the office, working from home, meeting friends for lunch or attending a special event, our goal is to create pieces that make getting dressed feel effortless.
Timeless silhouettes. Thoughtful design. A fit that finally makes sense.
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.