A simple idea, a powerful impact: Tara McKeon's journey is a testament to the transformative power of fashion.
As a former emergency room and palliative care worker, Tara understood the profound connection between appearance and self-worth. "Fashion is an integral part of our identity and how we present ourselves to the world," she asserts.
In 2019, a frustrating shopping experience sparked a revolution. Tara, then a new mum, had gained nearly 60kg during her pregnancy and found herself unable to wear her old clothes. "I lost a sense of myself," she confesses.
After regaining some weight and confidence, Tara, now a size 18, decided to venture back into regular stores. But the lack of options was disheartening. "There was no choice, just one dress, take it or leave it. It wasn't okay," she recalls.
"Appearance matters, regardless of who you are or where you're from. Feeling good about how you look is universal," Tara emphasizes.
And so, Proud Poppy was born. Starting with a tub of clothes in her hallway, Tara built a business that now operates eight stores across Australia, employing over 70 staff and generating over $20 million in revenue.
"I was the marketing team, the finance team. It was just me, with a baby on my boob at home," she laughs.
At the end of her maternity leave, Tara had a choice: return to nursing or dive into Proud Poppy. Her initial goal was modest: $400 in sales per week. But the business started to gain traction, and Tara made a bold decision. "I wanted to give it a shot. It's important to me that women are authentically represented," she explains.
The early days were tough, but Tara's determination paid off. Today, Proud Poppy releases weekly collections, catering to sizes 6 to 30. The brand's best-selling Bonnie dress has sold nearly 100,000 units, and the Charlie dress, named after Tara's daughter, is another top seller.
"The shapes are versatile and inclusive, catering to various body types. We've transformed non-dress wearers into dress enthusiasts," Tara proudly states.
But Tara's vision extends beyond sizing. "It's about representing all walks of life, all stages of life. Whether you're losing weight, gaining weight, pregnant, or have experienced loss, our bodies change, and we need to embrace that," she explains.
"It's about offering choices and options that reflect your identity and style, not just something that fits," she adds.
Proud Poppy's success lies in the community it has built. With a private Facebook group boasting over 20,000 members, the brand has created a global support network.
"Shopping with us is about more than just clothes. It's about the feeling of confidence and empowerment. We sell confidence, we empower women to be their true selves," Tara says.
The brand's reach extends worldwide, with Japan surprisingly becoming one of its top markets. Several stores are located in regional areas, a deliberate choice by Tara, who grew up in a country town.
"Regional customers have limited options. We provide a space where they feel they belong, a connection beyond just selling clothes," she explains.
And so, Tara's simple idea has transformed into a powerful movement, challenging industry myths and promoting inclusivity.
But here's where it gets controversial: Tara believes some brands choose not to offer extended sizing, essentially excluding certain body types from their advertising.
"People need to call it out. It's about not wanting certain people seen in their clothes," she asserts.
So, what do you think? Is the fashion industry doing enough to promote inclusivity? Are brands truly embracing diverse body types, or is it just a marketing ploy? We'd love to hear your thoughts in the comments!
