Celebrating 10 Years of Scarlett & Jo: A Conversation with Founder Gifi Fields

For the past decade, scarlettandjo.com has been proving that style has no size. Looking back to the 2010s - a time when the fashion landscape still made countless women feel like they had to apologise for their curves - the brand looked at things from a fresh perspective. It chose celebration. 

Scarlett & Jo champions silhouettes that make women feel seen, joyful, and entirely themselves. Dresses designed not to hide the body but honour it. Clothing made to make women proud, not simply present. 

As the scarlettandjo.com celebrates its 10-year anniversary, we sat down with founder Gifi Fields to reflect on the journey, the evolution of fashion, and the spirit of Scarlett & Jo.

Fields’ career in fashion spans more than five decades, from early days designing for the likes of Bloomingdales, Harvey Nichols and Harrods to co-founding the British Fashion Council. Yet Scarlett & Jo feels different. 

“Scarlett & Jo began life in partnership with Evans back in 2013. Two years later, we embarked on a new chapter with the launch of ScarlettandJo.com as you know it today. When I started the brand in 2015, my vision was to create an unashamedly feminine look for plus size women,” he explains. “I wanted the website and the collections to reflect body positivity and inclusivity, promoting confidence and assurance.”

Designing for real women

Transforming the way plus sized bodies were viewed was a bold venture for the time, and so the early years of Scarlett & Jo were not without challenges. Gifi had previously led Coppernob, an enormously successful fashion label, but shifting into a new market meant re-learning how to design, cut, and shape garments specifically for curves.

 “It took time and it was tough on the team,” he reflects. “But I was inspired by the likes of George, Dani, Lolly, Georgina, Maya, and many others to put the curve into the dress. I invented a fit technology that works for real women and real bodies, and there’s a consistency of look and quality reflecting our ethos.”

 And that ethos has resonated. Scarlett & Jo has become known for plus size occasion dresses that are instantly recognisable: romantic draping, sweetheart necklines, swishy skirts that move beautifully with the body, and prints that feel joyful rather than timid. Fields’ romantic streak sits at the centre of it all, with the self-professed romanticist’s passion for love, glamour, and intrigue shaping the brand’s unique styles. But is there one design in particular that stands out? “Actually, they’re all special,” he says. 

Setting world records

While we can’t convince Gifi to share his absolute favourite dress, he’s only too happy to discuss one of his proudest Scarlett & Jo moments. This came in April 2016, when the brand organised a world-record plus-size photoshoot with 155 women modelling Scarlett & Jo dresses. “It was unbelievable,” he says. “It was a true celebration of individuality, visibility, confidence, and community all in one frame.”

This sense of community is something the designer treasures deeply. From the Scarlett & Jo Club to receiving personal messages from bridesmaids, birthday girls, and women attending milestone events, the brand has grown not just a customer base, but a sisterhood. Are there any particular tales he’d like to share? “Oh, there’s far too many stories to choose just one,” he smiles. “Every day, there’s something new.”

Looking ahead

As for the future?  There’s a lot to look forward to. “We’re going international!” The team is working hard behind the scenes to extend Scarlett & Jo’s message beyond the UK, with a partnership with Pamela Scott already in place, and a collection with a major US retailer scheduled to launch soon. There’s also plans to introduce a new Curvy Petite collection, as well as to create a new range of gorgeous plus-sized separates. 

Ten years in, Scarlett & Jo remains what it has always been: a brand focused on clothing that’s made with love, shaped with care, and inspired by real women.

And the story is still unfolding. Thank you for being here with us!