Editor’s note: We invited Ashley Full, co-founder of Amour781, to discuss their take on luxury plus-size fashion, a newly launched online retail brand created specifically to cater to luxury plus-size shoppers. We asked them to share their journey. We enjoyed their stories and invited them to share theirs with the TCF community.
The loss of my fashion identity didn’t seem to happen overnight, but rather gradually. I remember the day I was looking for a new winter coat after moving to Chicago. I needed something warmer.
I vividly remember shopping in the coat department and having trouble finding one that had a zipper or buttons on the chest. My shoulders were so tight that I couldn’t get into the car without unzipping it. I was clearly annoyed. And the salesperson said, “Maybe you should try upstairs in the plus size department.”
myself? Plus size?
I thought 14/16 was still on the straight size scale, but have we really gone beyond that? As we go up to the second floor, the lights get darker, the carpet gets dingier, and everyone’s eyes get louder as we go up the escalator. I felt like all eyes were on me. I immediately noticed that the selection was different. Where did the warm puffer coat stuffed with goose feathers that I was trying on downstairs go?
These plus size coats weren’t as functional or fashionable as anything I’ve tried before.
As I walked through the sales floor, I was completely perplexed by the men’s selection of “plus size fashion.” As someone who works in fashion, I thought there had to be something better. I was in my late twenties and still wanted to look as fashionable, cute and trendy as my co-workers. No matter how much I looked, I couldn’t find anything that fit my previous style in my size.
My closet has gone from unique and cool items to black on black on black. I was gone. I felt alone. Was it because I was the only plus size girl who wanted to look my age and feel good about what I was wearing, or was it society that made me want to wear floral ponchos and oversized black shirts? Did I tell it to disappear?
Fast forward a few years (and some sizes later)social media has become more prevalent and the plus-size movement has become more vocal. I realized that there was a community of women who were trying really hard to look good and find fashion for themselves. I started doing some research and discovered the following 67% of the population is over 14 years oldand they Also We’re looking for luxurious plus-size fashion options that are sustainable, perfectly fit, woman-owned, and of course, fashionable.
Fifteen years later, plus-size luxury spaces are still widely accepted.
Plus-size women range from CEOs to stay-at-home moms. They are also more likely to be rejected for promotions because of their appearance or size. If we had a better wardrobe, how would that impact our mental health, work, and overall lifestyle?
Armed with over 20 years of experience in the fashion industry, we set out to create a place where plus-size consumers can find fashion that meets their expectations of luxury. That way, you’ll have timeless items in your wardrobe and you’ll be able to build your closet of items again. It allows them to express themselves. No need to hide anymore.
What is plus size luxury?
Luxury is about quality, exclusivity and higher than normal prices (Insert girl math depending on how you look at it). The plus-size demographic is underserved in this segment. The reason is that designers don’t take the time or don’t want to take the time to grow their business or scale their designs to the right size.
why?
There are several factors to understand why there is a lack of options in the plus-size luxury segment. Designers usually choose In theory, don’t design for plus sizes because it’s financially risky for them. Some see it as not exclusive.
For example, Hugo Boss is designed to be slim and small, which is intentional as we only want to market to a limited group of people. Adopt that idea and instead except Let’s create a plus size market about everything plus size market.
Luxury is sometimes in the details, like embellishments and embroidery, and with plus size luxury, it’s the tiny little details and finishes that set us apart from modern plus size fashion.
The difference is in the details, it’s like a work of art. It looks beautiful and eye-catching from a distance, but a closer look reveals talented brushstrokes that create a variety of colors and textures. These talents apply to what you wear, and that’s what makes it special.
When it comes to plus size luxury, we’re not looking for different styles. we want access to it. Plus sizes come in all ages and sizes, but designers can make intentional tweaks to improve the fit so you can wear them for years to come.
It’s time for someone, armed with patience and determination, to disrupt this part of the market. As plus-size consumers, we wanted beautifully made clothing that was sophisticated, colorful, well-tailored, and meant to last for more than one season.
The beginning of my plus size luxury adventure
After endless conversations with smaller brands who could have more control over their production, we began to tap into the plus-size luxury market. Designers need to be not only willing but open to learning about the plus-size size scale.
I say this emphatically because so many brands don’t understand that XXL and 2X are different. Most of the brands I start working with take about a year for a collection to be properly produced. Everything from sourcing materials to making multiple samples to ensuring fittings are performed properly takes time.
Many of these brands are done in-house or in small, ethically run factories, so it takes a little longer. The hand beading, hand embroidery, and every detail that adorns your new favorite dress or blouse all takes time.
It’s rare to work with a designer who is incredibly talented and has a positive design curiosity. But designers like Adriana Contreras, Emily Lovelock, Marie Oliver, Jill McGowan, and Catherine Gee, to name a few influential female designers, have helped disrupt the industry even further. Masu. amour 781.
These designers have a deep understanding of the female body, so they were able to understand tapping into the plus-size market. We know that fit is the most important factor, followed by quality and style.
Amour781 is excited to offer more options in more sizes. Designers who were used to only 3X are now willing to do 4X and 5X. We also put a lot of effort into design. Without compromising the integrity of the design, some blouses have small hidden stretch panels that add a little extra room to the chest or add smocking to the back of a dress, giving everyone a different look. Since it has a body shape and shape, it still offers flexibility. size.
We are currently working with Amour781 as well as national brands such as Never Fully Dressed and Liverpool Denim, as well as smaller designers to create special pieces. We’re excited to say that next year we’ll be adding even more designers to our exclusive list, from Canada to Paris and several destinations in between.
Look for matching sets this year. We have everything from tanks and pants to polo shirts, bag shorts and tennis skirts. It was important to consider these options not only because they look good as a set, but also from a financial perspective.
There is a high possibility of mixing and matching, and just one set will greatly expand the range of your outfits.
We want to make getting dressed fun and easy. We have a lot of dresses available, so please look forward to it. We’ve got it all, from great wear to work options, leaning into the ‘Polo Ralph Lauren’ vibe, and Greek goddess vacations.
My rule of thumb when it comes to getting dressed is that if you don’t know what to wear, a dress is plenty. I think there are many women who are concerned about their upper arms, so we have added options with sleeves and dusters. Personally, I like the long duster. For me, it’s the creator or finisher of a great costume. Wear jeans and a white T-shirt and finish off with a duster to enhance your look. I also often wear it as a beach cover-up. Again, proving to be costly per wear (or girl math) It’s more cost-effective to invest in quality items that you’ll wear for years to come.
When it comes to the future of plus-size luxury, we no longer see the dingy carpets and terrible lighting of memories of the past. We see beautiful, bold, and strong plus-size women embracing fashion and plus-size luxury in ways never seen before. But Amour781 is here to help that Journey, I’m here for it and you.
Have you started your plus size luxury journey yet? Was yours similar to mine?
PS. Interested and want a chance to win a gift card to Amour 781? Enter the #TCFSweet16 giveaway to win a $100 gift card to Amour781!
Source: The Curvy Fashionista – thecurvyfashionista.com
