Portrait of designer Julie

I'm Julie Luong Si, a petite 1m52.

I was born in Brittany, to a 1.51m petite and a 1.61m son.
With this family background, I couldn't fight the laws of genetics :). The joys of being petite were mine: the front row in class photos, the "tall" faces in front of me at the movies, but above all a big problem and a lot of frustration for a fashion enthusiast like me: finding the right clothes and shoes!

As a teenager, I dressed in whatever I could find. I almost systematically altered my finds. Over time, I came to refuse to adapt to fashion and to what the big ready-to-wear brands were offering. My quest for perfect lengths had begun. My new motto: 0 retouching!

I've learned to adapt my outfits to my figure, to develop my own petite style, but above all, to learn to go beyond the dictates of fashion and wear what I like. There are, in fact, a thousand and one ways to dress when you're a petite woman, and that's what I wanted to share with all those who, like me, may have found it difficult to dress themselves. It was from this desire that Petite and So What was born in 2015, a fashion blog dedicated topetites on which I share my outfits, tips and advice (discover the blog here).

But every day, when I got up to go to work, I had the feeling that something was missing. Despite all the satisfaction this blog brought me, I wasn't totally fulfilled. I dreamed of more for Petite and So What: a trendy ready-to-wear brand, with lengths and proportions perfectly suited to petites, that met my quality criteria and the values I hold dear.
The birth of my son was a turning point for me. As a child, my mother was always telling me "If you want, you can". Now it was my turn to set a good example. Nothing can stop us from pursuing our dreams, no matter how crazy! In July 2018, after 8 years working in finance, I left my job to create my ready-to-wear brand Petite and So What. The great adventure had begun!

It took me a year to work out the perfect lengths (read more here), develop the first collection and source fabric suppliers and workshops. Today, I'm proud to work with reliable partners who pay attention to detail and make quality their priority.

Petite and So What is about clothes, but it's also the reflection of a state of mind. The Petite and So What woman is a bubbly woman who loves herself as she is and embraces her size. Being petite shouldn't be a hindrance to our projects and ambitions! That's what the brand stands for, by creating a positive, caring universe to accompany every " petite " at every moment of her life. 

I experience the Petite and So What adventure as a gift. I enjoy every moment of it. I'm passionate about what I do every day, and I hope to pass that passion on to you with each new collection!

I'm sending you lots of positive vibes and hope to see you soon!

Julie