Breaking Boundaries: How SERVE Is Redefining Fashion For All (Win!)

Meet Natalie Servello, the visionary founder behind SERVE, a fashion brand that’s rewriting the rules. With inclusive sizing and designs made for real life, SERVE celebrates individuality and empowers customers to dance, eat and truly live in their clothes. In this Q&A, Natalie shares her journey and her mission to redefine fashion for every body. —Noa Nichol

What inspired you to create SERVE, and how did the concept of merging comfort with style come about in your collections?

I started SERVE because I noticed a gap in the market that I personally felt. Juggling work, errands, and social events, I needed clothes that seamlessly transitioned through my day while being both comfortable and stylish. At the time, I was constantly wearing a white tank and blazer because it felt versatile and effortless.

That experience highlighted how limited the options were for chic, comfortable, and versatile pieces that were affordable yet high quality. Most choices were either fast fashion or expensive luxury brands, leaving little middle ground. I realized there was an opportunity to create elevated wardrobe staples for modern women like myself. SERVE was born from this vision—to design pieces that balance style and comfort, fitting perfectly into women’s busy lifestyles.

The Icon Collection and After Hours Edit bring unique twists to classic wardrobe staples. Can you share your design process and what elements make a piece feel “iconic” and versatile?

Both collections reflect SERVE’s core values: timeless design and everyday versatility. The Icon Collection, my first release, started with a vision to create pieces in stretch fabrics that could be worn anywhere. The Romee Top, our debut piece, quickly became a signature item. I was amazed when women from all over—beyond the GTA to Australia—started calling it “iconic.”

This inspired me to expand into wardrobe staples like blazers, which evolved into the After Hours Edit. These pieces blend corporate and evening wear, empowering women to move from work to social events effortlessly. Every piece is designed with versatility and comfort in mind, ensuring they resonate with women who need stylish, hard-working wardrobe staples.

Inclusivity is a big part of SERVE’s identity. How do you design pieces that celebrate diverse body types while ensuring every customer feels confident and comfortable?

Inclusivity has been integral to SERVE since day one. Growing up around fashion, I witnessed how a lack of representation affected women’s confidence. When designing, I focus on movement and feel, choosing high-quality, stretch fabrics that adapt to different body shapes while providing structure.

We conduct fit tests across a wide size range and actively listen to customer feedback. Inclusivity isn’t just about offering extended sizes—it’s about creating designs that empower all women to feel their best. SERVE aims to be more than a clothing brand; it’s a source of confidence for women of all shapes and sizes.

The After Hours Edit blends corporate and evening wear. What inspired this approach, and how do you envision customers styling these pieces for different occasions?

The After Hours Edit was inspired by my love of blazers. I wanted to take a staple piece and reimagine it to align with SERVE’s ethos of style and comfort. By combining corporate elements with evening details, these designs break the traditional “business-only” mold.

Women can style these pieces in countless ways—pairing a blazer with a dress shirt and flats for work or with a bodysuit and heels for drinks. The collection’s versatility allows women to express themselves effortlessly, no matter the occasion.

With pieces like the Monroe Blazer Dress and Silvie Cutout Blazer, SERVE makes bold fashion statements. What role do statement pieces play in a wardrobe, and how do SERVE customers express themselves through these designs?

Statement pieces like the Monroe Blazer Dress and Silvie Cutout Blazer are about more than making an impression—they’re investments in style and longevity. These versatile designs can be styled repeatedly while adapting to individual aesthetics over time.

SERVE customers use these pieces to express creativity, pairing the Monroe Blazer Dress with sleek heels for formal events or styling the Silvie Blazer with denim for a casual yet polished look. These items empower women to feel bold and confident, showcasing their individuality.

What are your top SERVE styling tips for ringing in 2025?

For New Year’s Eve, I recommend the Monroe Blazer Dress. Available in black for a timeless look or red for a festive vibe, it’s perfect for celebrating in style. Pair it with black nylons, strappy heels or boots, and minimal jewelry for added sparkle. This piece is all about confidence, making it ideal for welcoming the new year.

Win! A Stylish SERVE Prize Pack!

One lucky Canadian winner will receive the romee top and noa skirt (set) along with a gift card for $200! To enter, head over to Instagram, follow @servethebrand and @vitadailymedia and make sure to fulfil all the entry rules in the caption of the corresponding contest post. Contest opens December 15, 2024 and closes December 22, 2024. Complete contest rules and regulations here. Please note: if you are the winner, you will receive a DM (direct message) in Instagram directly from @vitadailymedia. Please be wary of fake accounts, which often use similar handles with an extra or missing letter, number or symbol. We will never ask for a payment or for your credit card number, and we will never ask you to click through a link. If you are unsure whether you have been contacted, via Instagram, by us or a fake account, email us before responding.