Feng Boutique’s move to a bigger retail space made room for a certain uplifting element previously missing.
Feng means “style” or “blown in.” For owner Beth Zollars, her store is all about how a woman puts together her personal style. “Feng embodies unique style and a place where women can create a community to share ideas on life, including fashion,” she says.
Zollars wanted the new space to send women positive messages regarding body image. “We hear a lot of negativity in the dressing rooms; it’s a vulnerable place for women,” she says. “We wanted to make them feel like this is a safe place without judgment, and everyone can love something about their body.”
To send that message, the wall decorating the dressing lounge is covered with encouraging phrases. Zollars and a group of her friends gathered to brainstorm their favorites, including, “Your smile is the sexiest curve on your body,” “walk away from the mean girls,” “I am imperfect, flawed and beautiful” and “I am measured by the life I lead, not the size I wear.”
Graphic designer Jaime Vaughn created and produced the wall using BigPrint. The background is brown, working off Feng’s signature colors: pink, green and orange.
The wall constantly emanates happy emotions. It reflects Feng’s mission as a store: To help women love themselves and find positive ways to express themselves.