Menswear-inspired fashion for plus-size bodies.
The Beginning
Jay Victoria started in a hard season.
Over three years, Jamie lost seven family members. Grief changed her body, and the clothes she loved no longer fit — and what she wanted instead didn't exist: stylish, well-constructed clothing made for curves. So she set out to create it.
The early days were conversations — with friends, then focus groups: What never fits? What would you actually want to wear? We started with button-down shirts — classic menswear, reworked for curves — designing them and working with a maker to bring them to life. We put that early work in front of the people it was for, selling at Pride, in the community, watching how it was worn and what it meant.
That's how Jay Victoria was built: out of loss, out of a real need, and out of caring about the problem enough to start before we knew everything.
Evolving the Craft
The early button-downs were designed by us and brought to life by a hired maker. To build the clothing ourselves, one of us would need to learn the craft.
The plan was for Souphak to go to school for it. That changed — a scheduling conflict closed the door — right as Jamie left her job and had the room to go instead. She earned an A.A.S. in fashion design, learning garment construction and pattern development from the ground up.
It turned out to be the right turn. Jamie is particular about design in a way the work needs — and that exacting eye now runs through every piece. The full runway collection was designed and constructed by her, by hand.
The Runway
In May 2026, Jamie showed Jay Victoria for the first time... The Sew & Tell Fashion Show, Minneapolis College of Art & Design.
My Role
Jay Victoria is a partnership. Jamie designs and builds the collection. I shape how the brand is seen.
That means brand strategy and storytelling, creative direction and visual identity, and the photography and video that document the brand. It means building community around the label and supporting how each collection comes to life and reaches people.