View Full Version : Pure Energy at Target

26th March 2009, 01:29
Perhaps prompted by Forever 21's decision to launch a plus-size line, Target is set to unveil a new youth-oriented plus collection next month.

Says the press release:

More and more stores and designers are recognising the fact that they need to cater for plus size women and are finally starting to do something about it, for example, Pure Energy, a Los Angles based trend driven sportswear collection is set to launch this April exclusively at Target stores and online at www.target.com with an emphasis on fashionable, stylish trends for plus size women, Pure Energy features a collection of tops, bottoms, dresses and denim.

The inspiration for Pure Energy stems from the lack of fashion-forward, plus-size clothing available in today’s market. with the average U.S. woman being a size 14, it is a hugely untapped market. Pure Energy is focused on providing this customer with affordable, trend right clothing, working with cutting edge designers and the support of a retailer the size of Target, Pure Energy will keep its customer in style no matter what the season.

The collection features brightly coloured, dip dye and burnout tank tops, flowing floral skirts and maxi style dresses, sophisticated nightlife pieces and a variety of in style denim. the spring 09 collection will allow the plus size customer to feel chich and confident in her clothing.
Sounds nice, but does it deliver?

Based on the initial pictures, I'm cautiously optimistic:





I love the camisole style of many of the tops, as well as the sheer fabric on a number of them, and the white shorts.

Also, at least they used a size-14 model (Bethany), who, although her height minimizes her figure, is at least visibly not a straight-size model. The only downside is that the initial pictures are a bit Polaroid-ish. I hope the launch will be accompanied by a proper photoshoot/campaign (and will still use at least a size 14/16 model).

B. R.
30th March 2009, 04:28
It looks like a really nice lineup. I definitely like the styles of the outfits, and I like the fact that they don't attempt to conceal the model's size. I hate it when the designer's idea of flattering a plus-size figure is to try to force it to resemble a straight-size figure. To tell the truth, even the Polaroid quality of the shots is not too bothersome to me. I wouldn't mind seeing a more polished photo shoot, but these also have a refreshing "down-to-earth" quality that I don't often see in fashion.