Three years ago I started Curvy Revolution, a Melbourne based agency representing women size 16+ of Australia. This idea was borne from mine and others frustration that plus-size clothing was being represented only on size 14 models, making it difficult & frustrating for those of us size 16+ to identify with!
I seize every opportunity I get to push the boundaries with plus-size garment manufacturers, designers and retailers as well as all forms of media to realistically and identifiably represent curvy clothing on different size models. Some will argue that size 14 models are true representation, but I disagree. I maintain that a more realistic and successful way to market plus-size garments is to market them on the figures they were designed for!
There’s absolutely no way a woman who is a size 10 is going to identify with or buy a garment represented on a size 20 woman, so why should our industry assume that the same is not true for plus-size women
I’d also like to clarify that when I state plus-size, I include women that are size 16+. The fashion industry (think catwalks in Paris and Milan, and women’s fashion magazines) rarely if ever acknowledge fashion over a size 14, in fact often fashions go only to a size 12.
Mainstream sizes are traditionally 8-16 (or even 6-14). It’s rare that a brand will go over a 16, and it is almost never that you will see a brand who manufactures for sizes 8-16 representing their garments on a size 16 figure, you will always see them represented on a size 8-10.
I’m a size 20. I love to shop. I love to buy clothes. I have money to spend. I want fashion marketed to me in a way that makes me want to spend money – and acknowledges that I am plus-size, it’s ok for me to be plus-size and that the people who are designing, manufacturing or retailing garments for my body understand what I want and need.
This week I received some encouraging news, the designers, from Leah S. Design Studios in Melbourne’s southeast, are having an open casting to find the next ‘face’ of their Plus Size Perfection collection.
I was lucky enough to meet Leah & Lyn a few years ago when I was doing a shoot for a plus-size bridal piece. You can see one of their beautiful Plus Size Perfection gowns on the left in the image below – gorgeous!
“We think all women regardless of size are fabulous and beautiful. Our Plus Size Perfection campaign is not only about challenging the stereotypes of what is takes to be a model, but also what is beautiful,” says Lyn.
“We want to support our local community by giving up-and-coming models, or girls who are hoping to break into plus-sized modelling, their big break,” she says.
The designers are searching for a local beauty, size 18-30, to help bring their 2013 collection “to life”.
“Our designs are created with real women in mind, says Lyn. “We don’t believe that only women who conform to the skinny ideal should look beautiful on their wedding day. So our collection includes styles that suit women of all sizes.
“The designs for our up-coming collection are very feminine and romantic, created with exquisite fabrics and laces which have been delicately beaded to achieve a glamorous look.”
As well as becoming the face of the collection, the successful applicant will receive a $1000 Westfield voucher and photography to help launch their modelling portfolio.
“You don’t necessarily have to have any professional modelling experience to enter,” says Lyn. We’re just looking for someone who encapsulates the spirit of our collection and who is interested in modelling.”
The casting will be held on Sunday October 28 between 11am and 3pm at The Leah S Design Studios, 3/167 Princes Highway in Hallam, Victoria.
CONGRATULATIONS Leah & Lyn, I can’t wait to see the results of your casting and new marketing campaign.
Love your shape!