Founder profile: Jennifer Sholana - my story, my style, my why

Today it's getting personal

Hello! I'm so glad you found your way to BEYOND38. This is Jennifer speaking today. I'm the founder of BEYOND38 – a curvy model, content creator, and secondhand enthusiast with a passion for designer pieces. Today I'll tell you a little more about myself – who I am, what motivates me, and how BEYOND38 came about.

You'll learn why I believe that high-quality fashion in sizes 38 and up should be more than just a niche market. Why I love second-hand clothing and why BEYOND38 isn't a project "for everyone"—but deliberately designed just for you, if you wear plus sizes and, like me, have a penchant for a touch of luxury. Okay, let's go!

Hello, it's me!

I'm Jennifer Sholana. And my story is probably not so different from yours. A story of curves that didn't fit into standard sizes – but definitely belonged in the front row.

My path in front of the camera

My first modeling experience was actually when I was six months old – back then as a baby in the Quelle catalog (does anyone still remember that?). Of course, I hardly noticed it myself, but somehow it seemed clear from an early age: the camera and I, we're a perfect match.

Then there was a long gap. Childhood, school, adolescence – life, basically. But fashion was always there. I loved experimenting – not in the sense of "following trends," but more about: What suits me? What reflects who I am? How can I express how I feel – or how I want to feel – through clothing?

After school, I started modeling as a hobby. Simply out of interest, out of curiosity. And because I realized: I enjoy being in front of the camera. It's fun. I can see myself there – I really can.

In 2021, the moment came for me when I said: I'm going to fully commit to this now.
I took a coaching course, honed my skills – and realized pretty quickly: I have potential! I was signed by renowned agencies, booked jobs (everything from TV campaigns to magazine publications), and regularly appeared in front of the camera. Since then, I've been working as a model – and I still love it.

But: The deeper I delved into the fashion world, the clearer it became to me (especially with luxury designers) how little space there was for bodies like mine. I often wondered in the shops if there was some kind of parallel universe with plus-size mannequins – and if I could shop there.

And at some point it became clear: I want more to happen. Not just for myself – but for everyone who feels invisible somewhere in the world of designers, between a size 40 and up.

Why BEYOND38 came about

The impulse came quite clearly at some point:
I realized how much I know about fashion – about cuts, fits, materials, colors, and combinations. And I realized that I don't just want to use this insight for myself, but for all women who feel the same way I do.

That's how BEYOND38 came about.
A place just for curvy and plus size – without "also available in larger sizes".
A safe space where you don't search, but find. Not a compromise, but a clear decision: For quality. For style. For you.

My style?

Bold. Timeless. Confident. A mix of designer treasures and outfits that make you feel like you could rule the world (spoiler alert: you can). My own style has become much calmer, cleaner, more timeless these days, and I love it when a piece from my wardrobe is so timeless and versatile that you can style it in so many different ways. A capsule wardrobe, in other words!

My why?

Because as a young woman, I often wished I could find a platform like this. A place where I don't have to wonder: "Does this dress go up to size 46?"

What fashion means to me

For me, fashion is more than just clothing. It's an expression of personality – and sometimes a protective layer when we need it. It's true what they say: clothes make the person. Or rather: fashion shows how you see yourself – and how you want to be seen.

For me, fashion is like a language.
Except you don't have to talk – you just put it on.
And I think there's nothing more honest than someone who wears a look they truly feel comfortable in – or not! You can tell both immediately.

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And why second-hand?

Because these parts tell stories.
Because you can sometimes find more elegance and character in a second-hand blouse than in ten fast-fashion items combined.
And because it simply cannot be that tons of clothing are destroyed every year, even though it is perfectly wearable – sometimes even brand new.

I've often thought: Imagine if there was a shop with all these treasures – only in plus sizes. And then I created it. For you. For us.

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What I want to tell you

I want you to see yourself. Not to "fit in". Not to "hide". Not to "arrange".
But you see – just as you are.

BEYOND38 is my contribution to that. And if you feel a little more comfortable here, a little more inspired, or simply think "Yes – finally someone who thinks along with me," then it was all worth it.

And who is Jenny, when it's not about fashion?

I was born and raised in Munich, lived in Berlin for two years, and have now landed in the beautiful Kufstein region of Tyrol, together with my boyfriend and favorite Austrian, Christoph, and our dog Mike (aka Mikey, Miko, Mikorino, Mikoroni, Mikey-McMiko, Mikeyboy, and many more). We live at an altitude of 800 meters with a view of the stunning Alpine panorama. I truly love sitting on the terrace in the mornings, drinking a coffee, and just taking a quick look around to see if the world is still alright.

I have German-Nigerian roots, which is a very important part of my identity – just like music. It's always been there. My dad is a musician, and I was around from a very young age: at festivals, concerts, and drumming workshops near Munich – right in the thick of things. I think that's where my love for music comes from. My heart definitely belongs to the Red Hot Chili Peppers! If you're a fan too: We're connected now.

I'm a huge dog lover – no walk is too much, no dog too hairy. I love going for brunch with friends, taking walks, philosophizing about life, or simply sitting somewhere and ordering one, two (or four) cocktails.

Fun facts about me? Sure:

1. I hate walking barefoot – especially in bathrooms or on soil.
2. I could talk to my friends on the phone for hours. There's always something to talk about!
3. I generally don't like cooked meat. Not at all.
4. I'm honest - sometimes a little too honest, but honest nonetheless.
5. And so clumsy that my boyfriend now says: "Stop acting like Jenny again."
6. I am convinced that STAUD's Wells Dress was made for me (I have it in... let's say - many colors).
7. And I almost always say: "Hello!" – followed by:
   “Sorry I’m not dressed so well today, I didn’t have time”… while I obviously look great and just left the house too late.

Okay, that's enough about me. Thanks for being here!

BEYOND38 is my gift to you. To all women who know what they want – or are in the process of figuring it out. To all those who don't want to "hide" it, but celebrate it.

Celebrate yourself. Your curves. Your style.
Because you are not too much – you were just perhaps in the wrong place before. But now you are here. And that changes everything.

I hope that BEYOND38 won't just remain a shop – but will become a place where we are visible. A community. Maybe even a small movement. Who knows?

If you'd like to see more of me, my daily life, some outfits (and of course Mike) – then feel free to check out my Instagram . I'd love to see you there!