Size-inclusive marketplace Viva Voce appoints Amy Williams as CEO

Viva Voce, the size-inclusive fashion marketplace connecting independent designers with shoppers in sizes S through 6X, has appointed Amy Williams as chief executive officer.

Williams joins from Good-Loop, the responsible advertising platform she founded at the age of 25, which turns ad engagement into charitable donations for brands including Nike, Burberry, PepsiCo, Mars and L’Oréal. Over the past decade, she grew the company into more than 20 markets, including a US office that now accounts for 80 percent of the business, while driving 100 percent year-on-year revenue growth and raising nearly 15 million dollars for charitable causes. She remains Good-Loop’s founder and now serves on its board as non-executive director.

Prior to Good-Loop, Williams worked at Ogilvy & Mather, running global brand campaigns for Unilever and managing British Airways’ digital and direct accounts.

Williams was named by Raconteur as one of its 50 Outstanding CEOs in 2025 and is a Forbes 30 Under 30 alumna and a UN Meaningful Business 100 honouree.

“Viva Voce is doing something rare in fashion, building a community where people actually feel seen,” said Williams. “That kind of trust is incredibly hard to earn and even harder to scale. I’m here to do exactly that.”

Viva Voce curates ethical, independent brands across a full size range, with more than 90 percent of its brands women-owned. The company has built a following across social media and pop-up markets.

“Amy’s experience at the intersection of purpose and commerce is exactly what this moment calls for,” said Kate Zigrang, founder of Viva Voce. “She understands that growth and values aren’t trade-offs; they’re the same thing done right.”

This article was written with the assistance of AI.