Portrait of designer Julie

I'm Julie Luong Si, a 1.52m tall petite.

I was born in Brittany, France, to a 1.51m tall petite and a 1.61m tall dad.
With this family background, I couldn't fight the laws of genetics :). The joys of being petite size were mine: the front row in class photos, the "tall" heads in front of me at the movies, but above all I was very frustrated, especially for a fashion enthusiast like me: I struggled 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 refused to adapt to fashion norms 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 style from petite but above all, to learn to go beyond the ruThe of fashion and wear what I like. There are, in fact, a thousand and one ways to dress when you're a woman of petite size, and that's what I wanted to share with all those who, like me, may have encountered difficulties in dressing themselves. It was from this desire that Petite and So What was born in 2015, a fashion blog dedicated to "petites" on which I share my outfits, tips and advice.

But every day, when I would get up to go to work, I had the feeling that something was missing. Despite all the satisfaction this blog was bringing 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 would always tell 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 of 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 top priority.

Petite and So What is about clothes, but it's also about a state of mind. The Petite and So What woman is a sparkling woman, who loves herself as she is and assumes her size. Being petite shouldn't be a barrier to our projects and ambitions! This is what the brand stands for, by creating a positive and altruistic universe to accompany every "petite" in every moment of her life.  

I experience the Petite and So What adventure as a gift. I enjoy every moment of it. My passion drives me every day, and I hope to pass it on to you with each new collection!

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

Julie