“Usually, small businesses are birthed out of positive experiences … BARJA was birthed out of frustration. Frustration at the lack of inclusivity in the mainstream fashion industry.”
Tania Zeine was born to Lebanese parents who escaped their former country during a time of civil war. She was brought up by the warmth and strength of Middle Eastern women who would become her lifelong role models.
As years went by, she developed a love-hate relationship with fashion, loving style, but constantly disappointed that her heroes weren’t shown as meeting Western beauty standards.
Moreover, as a plus-size woman she could never find clothing she enjoyed, limited to the small, familiar corners at the back of department stores.
Eighteen months ago, Tania reached her breaking point, yanking the matter into her own hands by creating BARJA the label – an online capsule wardrobe catering for women size 12-26.
“I wanted pieces that were versatile, timeless and comfortable. But also, ultra-stretchy, zip-free and contoured naturally to the female figure, whatever figure that may be.
“At the same time, I want BARJA to be so much more than just a fashion label, I want to use it as a platform to advocate on what size inclusivity should look like.”
Currently, Tania works with Brisbane-based wholesalers, selecting and modelling the clothes on herself. Soon she’ll be opening a new chapter, working with manufacturers to design her own pieces.
Her driving goal is to give young plus-size women the options they’ve been sorely missing.
“Sure, there are big clothing brands that are trying, but we’re still very underrepresented. I know what I’m doing isn’t ground-breaking, but if I can also be another option for a girl my size when she’s shopping, then that means everything to me.
“My first collection was six items and I named them after every woman in my family who has inspired me.” As BARJA grew, Tania expanded her marketed wardrobe to 14 pieces.
“I try to name every item of clothing after a Middle Eastern woman who is breaking the glass ceiling in their own right.
“If I can help give voices to brown women in the tiniest bit, then watch me scream from the rooftops,” Tania laughed.
Her reward for pushing past the intimidation she felt of starting BARJA, particularly with no fashion background, was messages from happy customers with backgrounds just like hers.
“Women who grew up the same way I did, who say ‘you have helped me wear a tight dress for the first time in five years’. It makes me cry sometimes.
“I received messages like, ‘I got so excited when I saw the names of your clothes. For once it’s not the ‘Sarah dress’ or the ‘Emily dress.’ No, it’s Jawarah, or Nawal!” she exclaimed happily.
“We’re starved of representation, so when you get a drop of it, you feel seen. You feel heard.”
BARJA caters for modest wardrobes, as well as bodycon pieces tailored for plus-size bodies.
“We all want to be able to love ourselves effortlessly. I hope for that one day. At the moment, it can be very disheartening for young brown girls growing up in a society that says the standard of beauty is small, skinny, hairless women.
“That was never me. Not even at 12 years old.
“When you grow up in a world that tells you to be something different, the only person who can validate you is yourself.
“I want BARJA to be a voice that says, ‘your body is okay’. Your body doesn’t have to be sexy for anyone other than you. The thoughts that whisper ‘what do I need to fix’ are not your own. Unlearn them. Your body doesn’t have to be anything for anybody. It just has to keep you alive.”
Check out the range at barjathelabel.com
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