Price :
QTY :
TOTAL :
There are items
in your cart
TOTAL :
Best Sellers
Your shopping cart is empty
Shop now
╰₊✧ the plové magazine ✧₊╰
issue no. 03 · fri, may 22 · the golden hour
──── ୨୧ ────
a letter from the founder
The Brand I Wished Existed
hi, hi.
if you've been with us a while, you might notice the magazine itself looks different, we've reworked the format, because this is how we want to tell you our stories: issue by issue, through our zines.
we wrote about a thing usually; a ritual, a flower trick, a slow morning. this one is about a person. you'd spot her at a neighborhood café, laptop open, working on something. she could've just come from pilates, or just stepped out of her apartment in her matching set. you can't really tell. she looks put together but never fussy: effortless, comfortable, chic without trying.
we built plové for her. and the secret of this whole issue: she's us. or the us we're always reaching for. honestly, a little bit of both. it started in a notebook, with one line: the brand i wished existed didn't. so we made it.
so this whole issue is really the longer version of one sentence: i started plové because i couldn't find what i wanted to wear. that's the boring version. every honest version of the story has more in it. this issue is the more.
she's not a marketing persona. she's a real girl. she might be you. that's what this issue is about.
— xoxo, founder of plové
୨୧ ⋆ ˚｡⋆ ୨୧˚
──── ✿ in this issue ✿ ────
- 01 two loves, one body the thing no brand knew
- 02 the two stories i was offered sporty, or stay home
- 03 what the 2000s knew the third option we lost
- 04 what i'm building back cohesion, on purpose
no. 01
Two Loves, One Body 🎀
i love being active. yoga, pilates, ballet, hiking, gym; i've always loved how my body in motion feels.
and i love beautiful things. ribbon, glitters, colours, soft fabric, girly details.
here's the thing nobody seemed to understand: these are not two separate parts of me. they live in the same body, in the same morning, in the same outfit.
i don't have a "gym self" and a "pretty self." i have one self, and she wants both at once. and i could never find a brand that knew that.
“i don't have a gym self and a pretty self. i have one self.”
──── ⋆ ────
no. 02
The Two Stories I Was Offered 🩰
every activewear brand i tried told me one of two stories.
the first: be sporty. neutral, technical, performance-coded. lululemon. alo. beautiful clothes, genuinely; but they made me feel like a sporty boy, not like myself.
the second: be cute, but stay home. easy, comfy, relaxed; but loungewear. not really meant to move. not meant to be worn during actual workouts.
the in-between — where i actually live — was missing.
the girl who wants to do a real yoga class and look like herself doing it. who wants to go to a café afterwards to do some work, and hang out with friends at a restaurant, without changing.
nobody was dressing her.
“the in-between, where i actually live, was missing.”
──── ⋆ ────
no. 03
What the 2000s Knew 💗
i kept thinking about the 2000s.
in the early 2000s, i grew up watching the girly grown-ups around me and thought, that's what i'll look like when i'm older.
the ones in juicy couture tracksuit sets; chic and comfy at the same time, browsing the grocery store in the morning and going shopping in the afternoon, same outfit all day, never looking like they were trying too hard.
i long to be that adult now. the one i wanted to be.
but somewhere along the way, she disappeared. activewear got serious. cute clothes got stuck at home. nobody was making clothes for the easy, put-together, going-somewhere woman anymore — not because we stopped wanting her, but because nobody kept making her.
“i long to be that adult now. the one i wanted to be.”
──── ⋆ ────
no. 04
What I'm Building Back 🪷
so plové is what i'm building back. but updated.
better fabric. more grown-up shapes. a real palette of soft, intentional colours.
and crucially: cohesion. i mean cohesion as an identity: everything dainty, wearable, genuinely pretty. colourways made to go together, not fight. soft, comfy, beautiful, all the way through. a whole world that feels like one thing.
matching is something the plové girl already does in her head every single morning, sock to hair tie to bag. we just make it possible for her to find the pieces. we do the part she shouldn't have to hunt for.
“cohesion, but as an identity. a whole world that feels like one thing.”
──── ♫ the mixtape ♫ ────
curated for issue 03
Love Deluxe
sade, 1992 — smooth, certain, grown-up. the adult woman i longed to be sounded like this.
- 01 No Ordinary Love — Sade
- 02 Kiss of Life — Sade
- 03 Cherish the Day — Sade
- 04 Like a Tattoo — Sade
- 05 Bullet Proof Soul — Sade
- 06 Mermaid — Sade
──── the longer read ────
the close
"the girl i made this for is me. and she might be you, too!"
To the Girl I Made This For
the part i don't usually say out loud.
i've spent this whole issue saying "her," "she," like she's someone i'm imagining. she isn't. she's me.
the girl who never wanted to choose between moving and feeling pretty; who wanted to be comfortable and put-together at the same time, and kept not finding the clothes for it.
she's the 2000s adult i grew up wanting to be; the one with her sh*t together. soft, feminine, pink, certain.
and for the longest time, nobody was making her clothes. so now i am.
i didn't build plové from a market gap on a spreadsheet. i built it from my own closet, and the thing that wasn't in it.
i'm the person i'm designing for; when i ask "would she wear this?", i'm asking myself. some mornings i already am her; other mornings she's just who i'm getting dressed to become. honestly, a little of both. that's not a strategy. it's just the truth, and it's the most honest way i know how to make something.
if you've been reading this and nodding, hi, we made this for you, too!
୨୧
──── ୨୧ ────
p.s. this one was personal. if it found you, we'd love to hear back. DM us on instagram, or email us the old-fashioned way. ❀
from my closet to yours,
founder
(the original plové girl)
⋆ ｡ ˚ 𐙚 ˚ ｡ ⋆
plovewear.com
·
@plovewear
·
contact@plovewear.com
