The story inside a dress

What begins as a search for the right dress for a difficult goodbye becomes a window into the heart and purpose behind Me&B, a South African label celebrating comfort, confidence and inclusivity

- Lesego Chepape

Mother-and-daughter duo: Bettina Swart and Kelly-Grace Gibberd built Me&B to give South African women stylish, size-inclusive clothing that celebrates comfort, confidence and individuality.

The idea for Me&B began with a realisation that many women will recognise: the fashion industry often designs clothing for a narrow version of the female body.

Kelly-Grace explained that both she and her mother had spent years navigating an industry that celebrated fashion but often excluded the bodies of real women.

“Both my mom and I have always been completely obsessed with fashion and the joy that clothing can bring to your everyday life but the reality was that when we walked into stores we simply could not find things that made us feel excited,” she said.

“We are not size 32 or 34. We are curvier women who love personality and colour and fun in our wardrobes, and yet when we looked around the market there was just nothing that felt like it was made with us in mind.”

For years Bettina had worked in fashion manufacturing, developing a deep understanding of how garments are constructed and how clothing should properly fit a woman’s body, while Kelly-Grace had built her career as a buyer for one of South Africa’s major retailers.

Eventually, they realised there was a clear gap in the market.

In 2018, they decided to fill it themselves.

The brand started modestly, with only 20 garments produced as an experiment — simple, comfortable pieces designed to make women feel good the moment they put them on.

Kelly-Grace photographed the garments and posted them on Facebook.