Have you ever felt limited by clothing sizes, dreaming of fairytale gowns that simply don't exist in your size? One Utah dress shop is shattering those limitations and capturing hearts worldwide with its whimsical designs and radical size inclusivity. JessaKae, a brand born from personal struggle, is proving that fashion can be both ethereal and accessible to all.
Stepping into JessaKae's Bluffdale boutique is like entering a magical forest where dresses shimmer and flow like waterfalls of tulle. This isn't your typical dress shop; it's a portal to a world of fantasy. The pastel blue space is filled with gowns that seem plucked straight from the pages of a storybook, some adorned with intricate floral embroidery, others sparkling with sequins and celestial stars. Silhouettes range from grand ballgowns fit for a queen to charming tea-length dresses perfect for a whimsical twirl.
But here's the secret ingredient that sets JessaKae apart: their commitment to size inclusivity. They offer dresses in sizes ranging from XXS to 6X, and, crucially, without charging extra for plus sizes. This blend of dreamy designs and genuine inclusivity is the rocket fuel that propelled this Utah-grown brand to viral fame.
According to JessaKae Kinderknecht, the company's founder and CEO, the brand's magic isn't just about the product itself. "It’s not really about the product," she states, "It’s about how you feel wearing the product.” This philosophy resonates deeply with their customers, creating a loyal and engaged community.
JessaKae boasts a staggering 4 million followers across its social media platforms. Their spirited videos, featuring the same stunning dress showcased on women of diverse shapes and sizes, have become a signature element of their brand. These videos are more than just advertisements; they're powerful statements of body positivity and inclusivity. You can see one of these videos for yourself here: (https://www.facebook.com/reel/1874898966485999)
And this is the part most people miss: JessaKae's dresses have even graced the screen! Cast members of Hulu's "Secret Lives of Mormon Wives" donned JessaKae's striking blue “Saint Dress” in the Season 3 title sequence, further solidifying the brand's growing influence.
For Kinderknecht, however, the success is rooted in something deeper than recognition. "I started JessaKae in a really hard time of my life, and I just wanted women to feel special," she reveals. "I wanted them to feel seen, because I didn’t feel that way about myself.” This personal connection to her brand's mission is palpable in every design.
Let's rewind and look at JessaKae's origins. Kinderknecht's journey wasn't always paved with tulle and sequins. Growing up, she describes herself as a “tomboy” who preferred her brother’s clothes – a far cry from the ultra-feminine aesthetic of her brand today. Her passion for photography eventually led her to fashion design. She began with commercial photoshoots but quickly found herself shooting at New York Fashion Week. "Through that, I started growing a presence online," Kinderknecht explains. It was a friend who suggested she launch her own clothing brand, sparking the idea that would become JessaKae.
JessaKae officially launched in 2016 and, remarkably, generated approximately $2 million in revenue within its first year. Kinderknecht attributes much of this early success to her “Classic Rose Dress,” a maxi dress adorned with bold, watercolor-like blooms. "She’s the most hideous dress," Kinderknecht jokes, laughing. "But I sold probably close to 10,000 of that one dress… So, I leaned fully into dresses at that point.” This seemingly simple dress became a catalyst, solidifying the brand's focus on creating beautiful and accessible gowns.
Initially, Kinderknecht wholesaled her gowns. However, it wasn't long before she began designing her own creations. "In the beginning, it was a lot of gathering inspiration on Pinterest,” she shares, adding that she briefly attended fashion school but dropped out because she disliked sewing. Design, for her, became more than just a craft; it was a vital outlet. Kinderknecht bravely admits, "I had really bad mental health, really bad depression, really bad anxiety. I had to use all of that energy to be creative. To, honestly, survive.”
Each dress design became a reflection of her challenges and experiences, weaving in “a lot of things from my childhood,” slowly shaping JessaKae’s inclusive and imaginative brand. One significant childhood influence was her late grandmother, Ginger Kinderknecht, who was plus-size. "She would order clothes and try them on, and they wouldn’t fit her," Kinderknecht recalls. "She wore, basically, these sacks… It’s just crazy how those little things in childhood can make a bigger impact.” This memory fuels her commitment to creating clothing that celebrates and flatters all body types.
Today, JessaKae operates four factories across India and China, all certified for ethical labor practices and quality production. Kinderknecht emphasizes the importance of ensuring that each new collection is fitted on a “true plus-size body”— size 1X and above—before it's released. In the retail world, XL is often considered “straight size,” and patterns can drastically change beyond that point. "Each body shape and size is so different," she explains. "And, so, we’ll do an average measurement… But every fitting is different, because every dress body is so different.”
Sometimes, achieving the perfect fit requires a more intuitive approach. Kinderknecht admits that it's often a matter of “eyeing it” to get the patterns just right. "No one’s done it before," she says. "We’re paving the way and figuring it out as we go.” This pioneering spirit is what drives JessaKae to constantly innovate and improve.
Adjustments for plus sizes are also informed by valuable feedback from JessaKae's customers. "We have a huge Facebook group community called JessaKae Insiders, and so we get a lot of feedback from them,” Kinderknecht explains. This direct line of communication allows the brand to stay connected to its community and address their specific needs.
While Kinderknecht has collaborated with numerous brands and influencers, she remains committed to prioritizing her customers. "Utah has a lot of these big events, but they’re mostly just for influencers," she notes. This realization led her to host large-scale events specifically designed for her customers – fantasy balls and immersive dances where cosplay is encouraged and JessaKae dresses are, while welcome, not mandatory. The most recent theme was the “JessaKae Oz Ball,” a nod to “Wicked.” The September event at the Utah State Fairpark drew a remarkable 1,500 attendees, including several cast members from "Secret Lives."
Kinderknecht anticipates that next year’s ball will be even grander. "Everyone was so happy," she gushes. "The vibes were vibing. It was the most diverse group of people.”
Looking ahead to 2026, Kinderknecht has ambitious plans, including new collections that will set the stage for an eventual “rebrand.” While she's keeping the specifics under wraps, she reveals that the new collections will tell the story of a “young, naive” princess evolving into a “regal queen.” The first release of the year, the Cupid Collection, will capture that initial innocence in a hopelessly romantic way. "We’re getting really into storytelling this next year," she says. "People are going to follow this character’s transition [from] girl into womanhood.”
So, what do you think? Is JessaKae truly revolutionizing the fashion industry, or is this just another brand capitalizing on the body positivity movement? Do you believe that brands have a responsibility to be size-inclusive? Share your thoughts in the comments below! What other brands do you think are doing a great job of representing all body types?
