Vlogger Nabela Noor Launches Body-Positive Clothing Brand That Swaps Out Sizes For Affirmations

Beauty vlogger Nabela Noor — who has frequently harnessed her platform to advocate for self-love, women’s rights, body acceptance, and anti-bullying — has channeled those values into her very own clothing brand.

Zeba, Noor’s new label, is distinguished by a unique sizing system that aims to encourage consumers to celebrate their bodies without conforming to traditional beauty standards. Sizes have been replaced on Neba’s labels by words of affirmation — though, to be fair, each word does refer to a standard retail size. The affirmations include: Passionate (XS), Brave (S), Inspiring (M), Fearless (L), Radiant (XL), Powerful (2X), Loved (3X), and Independent (4X).

The line is named after Noor’s mother. And the first drop — a $25 pink T-shirt that reads ‘Be Your Own Kind of Beautiful’ in white lettering

— will serve to educate women about the sizing system (known as the Zeba Standard). Additional items will arrive in coming months at WeAreZeba.com. As part of Zeba, Noor will also host events and workshops centered around self-love, and furnish accompanying content on a dedicated Instagram page.

“When people wear this tee, I want them to feel empowered, confident, and most importantly unstoppable,” Noor said in a statement.

Noor is a Bangladeshi-American vlogger with 694,000 subscribers, who has worked with the United Nations as a guest speaker on multiple occasions. Most recently, she starred in an AT&T-produced series about body positivity called The Bright Fight.