At Hayneedle, we’re here to help inspire you to feel confident curating a home you love that reflects your individual style. We know finding your style voice can sometimes be challenging, which is why we were really excited to partner with fashion styling service Dia&Co. They share our values of supporting confidence, creativity, and personal expression – and guiding you along the way.
Hayneedle graphic designer and stylist Mary Allen took inspiration from Dia&Co’s new fall fashion collections to design the guest green room and four style lounges for theCURVYcon event during Fashion Week. Her goal was to capture the vibe of five unique sets of runway looks. Guests are encouraged to interact with and snap pics of their favorite scenes to share with @diaandco and @hayneedle using #fashionyourfurniture.
We asked Dia&Co designer Marita Aikonen about the history of this amazing company, how getting a Dia box works, and why it made sense to partner with Hayneedle to bring their fall fashion collections to life through furniture & décor.
A sneak peek at one of Mary Allen’s designs for Hayneedle x Dia&Co at theCURVYcon.
Dia&Co designer Marita Aikonen
On Dia&Co’s innovative beginnings:
Founded by Harvard Business School classmates Nadia Boujarwah and Lydia Gilbert, Dia&Co was born out of a personal journey. As a fashion-minded teen, Nadia always struggled to find stylish clothes in her size—the scarcity of fashionable plus-size options even led her to design her own prom dress.
Despite exciting moments of progress toward inclusivity in the fashion industry in recent years, a huge disparity remains—67% of American women wear a size 14 or above, yet plus-size clothing only accounts for a fraction of total apparel purchased. Dia&Co is helping women sizes 14+ across the country discover the power of style through our dedicated styling service.
How the styling service works:
Dia&Co is about clothes you’ll love from stylists who really listen, exclusively for women sizes 14 and above. A $20 styling fee gets you the full treatment, including a dedicated personal stylist, convenient home try-on, and free shipping both ways.
How Dia&Co curate finds just for you:
When you join our community, you fill out a style quiz (it’s fun, we promise!) that asks you about your style, fit, and budget preferences. We want to know what you love and what you don’t—the more we learn about you, the better we can curate your box.
How they stand out from other styling services:
In addition to providing you the convenience of shopping from the comfort of your own home, our expert stylists have styled millions of women sizes 14-32 and know how to best outfit your unique body shape. In fact, many of our stylists are plus-size themselves and know firsthand the struggles that come with finding great-fitting plus-size clothing.
On their amazing ambitions:
It’s our goal with every Dia Box to help spark radical self-love through style. No matter where you are on your style journey, we’re here to help you fall in love with getting dressed in the morning!
On their close-knit customers:
Our community boasts a diverse group of strong, supportive women from across the country. While they vary on favorite styles and trends, they are constantly encouraging and inspiring one another.
On partnering with Hayneedle:
We are excited to partner with another national brand who is also dedicated to providing stylish options to consumers through a great online shopping experience. We wanted to create a new and fun way for our community to interact with our fashion collections so we teamed up with Hayneedle to bring to them to life through custom style lounges during our presence at theCURVYcon event timed to Fashion Week in New York.
On what to expect at theCURVYcon:
Both Dia&Co and TCC share a vision of making the fashion industry truly inclusive. We’re dedicated to celebrating the amazing community of women who wear sizes 14 and up, and CeCe [Olisa, Influencer and theCURVYcon cofounder] and Chastity [Garner Valentine of Garnerstyle.com] have long been leaders in bringing life-changing experiences to our community.
See the full reveal of Hayneedle’s room designs and shop the looks.