27 January 2010

Here come the plus-size supers

Fashion-forward bigger gals have been rifling the rails at Evans for ages, but what with the current hype around models of a larger size (let's see, Mark Fast casting size 14 girls to walk in his LFW show, V Magazine’s Size Issue plus the accompanying publicity drive and other stories to numerous to list here), the plus-size brand is taking the opportunity to capitalise on the recent high-fashion status of curves by copying the supermodel stance of the ’90s with their own cast of beauties.

After a savvy collaboration with Kate Moss’s bessie mate Beth Ditto, then a cool Christmas campaign featuring Chaka Kahn, Evans's latest imagery features a tableau of the current ‘It’ models Britney Vecchio, Hayley Morley (she of the famous Mark Fast show), Amber Tolliver, Peeky and Crystal Renn – who is the face of Evans, the ‘world's leading plus model’ and who will be modelling at NY Fashion week in Feb 10.


Looking pretty, fresh-faced and dressed down in skinny jeans and the jackets du jour – studded, military and deconstructed leather – the girls are posed to echo the infamous ‘90s supermodel collective, when Naomi, Christy, Linda, Cindy and Tatjana Patitz all stared down Peter Lindberg’s lens for US Vogue.

'These supermodels of the "plus" industry are making you forget their size. It is women like these that are going to knock down the final barriers, showing that they are some of the best at what they do by modelling for some of the key opinion formers and brands within the fashion world,' says Gary Dakin, vp of Ford Models in the US, who represents several of the girls.

Yep, we think so too. Wouldn’t it be nice if we could all just live together in harmony and agree that there is room for plenty of different people in fashion? Customers certainly don’t all come in one size so let’s keep the trend for using more than one shape of girl on the catwalks, rather than throwing out the idea like last season’s discarded gladiators.


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Allie Murphy (Mon Dec 26 17:51:25 GMT 2011): yoo