The fashion world once again is undergoing a revolution this year. First, we watched as digital media subdued designers. At this time, the fashion industry is forced to expand its borders: plus-size girls are back. If you think that the plus-size issue concerns only the fashion, then you will be surprised to learn that now this trend is common to all media.

As soon as the guru of the Project Runway – Tim Gunn – noted in that fashion industry pays little attention to women size 14 and higher, as a global network and individual brands immediately reacted on his words. It was not just a rebuke from the fashion consultant. It was a challenge to the world of fashion. Therefore, not surprising that the impact was so great. Here are some examples that could draw attention to themselves.

 

Ad Reboot

Buzzfeed, supporting the idea of overcoming prejudices in the field of advertising and fashion, recruited six plus-size women and re-created five popular high fashion ads 2016. That’s what we have in final. One of the girls – Kristin – had to pose on a coiled rope like Gigi Hadid in a Tommy Hilfiger campaign. Another one – Kyeshia – had to pretend to be sleeping like Kendall Jenner in her Calvin Klein ad.

plus size women recreate fashion ads

 

Kelsey Rose, who has had to play role of Abbey Lee Kershaw in Agent Provocateur fall 2016 ad, expressed her feelings from the photoshoot: «When I was all glammed up and finally got on set with the couch, I felt sexy and I felt empowered».

plus size women recreate fashion ads

 

All project participants have agreed that felt much more confident after all, and mentioned that «modeling is definitely hard». Jazzmyne, who is on a par with another girl – Sheridan – presented a Burberry spring 2016 ad, also added: «I really feel inspired to just say “WE FUCKING ROCKED THIS” to every designer out there that has not hired a plus-size woman for their fashion ads. I hope that these will show girls and boys growing up that we can rock it and so can you».

plus size women recreate fashion ads

 

Of Mercer Case

Representing the interests of plus size women have undertaken not only digital editions, but also the designers themselves. Despite the fact that the raised issue was improved markedly over the last few year by some brands (ASOS, Ashley Stewart, Boohoo, Torrid, and Forever 21), the question of quality, fashionable business clothing is still open. At least Of Mercer founders Emelyn Northway and Dorie Golkin think so. «We get emails all the time asking to expand sizes. We hear the options on the market are low quality and that there’s a lot of cheap options, but not great career wear». Until now, the sizes in Of Mercer have ranged from a 00 to a 14. But after the brand has decided bridge the gap – it stared launching sizes up to a 20W. More specifically, it will offer nine of its most popular pieces which are six dresses, a top, a skirt and a cardigan.

plus size women recreate fashion ads

plus size women recreate fashion ads

 

For Of Mercer, which is on the market for 3 years, it was convenient enough to adapt to the new installation. Being direct-to-consumer allowed Of Mercer to recognize that there was a demand. Due to the absence of intermediaries the company could work quickly. In addition, they produce clothing from Italian wool on Japanese fabrics what makes it easier to keep prices low. Their latest surveys have shown what plus-size women need. «Having a direct relationship with customers is a lot of the reason we really went into this, and we’re finding there are other areas we need to expand into as well,» – says Northway, – «we really just want to be able to serve women of all shapes and sizes in the same way».

Social networks, bloggers and women reacted to this step. «What’s really interesting about this line is that it’s not two separate lines. It’s truly just the size two wearing the same dress as the 18. To me, that’s what’s so special,» – said Katie Sturino, the plus-size blogger. In fact, few have ventured into this act. Still there is a perception that women, who is a larger size, will not want to wear short skirts, dresses, T-shirts. «Plus-size is still like a swear word somehow in fashion, especially in high fashion,» – said plus-size model Clementine Desseaux, who has worked with brands from Calvin Klein to Levis and Michael Kors, and modeled in Of Mercer’s campaign. It is worth observe the development of events. Quite possible that soon we will see new standards of beauty and style in our social networks.

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