Re: Promoting plus-size fashion


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Posted by HSG on June 03, 2005 at 03:43:28:

In Reply to: Promoting plus-size fashion posted by Emily on June 02, 2005 at 19:55:38:


The article contains a number of worthwhile ideas.

One should be very cautious about the use of statistics, though, and every company should handle their dissemination with care. If statistics about size and weight are quoted indiscriminately in, say, a press kit, it is all too easy for a reporter who is indifferent (or hostile) to plus-size beauty to seize upon those statistics, and to twist what could have been a positive story about plus-size fashion into a mixed-message article, which fans the flames of weight-related "epidemic" hysteria.

The idea of putting fashion in a context is terribly important. This is one of the main functions of a fashion magazine, after all--promoting clothing by creating pictorial fantasies and storylines into which the reader can project themselves (once they are decked out in the appropriate garb, of course). But even something as simple as using engaging and curve-friendly text to describe an article of clothing (as Torrid does with many of its pieces) helps to give clothing a context.

The idea of runway shows is a sound one, as long as it is done without enlisting the services of pricey and treacherous celebrities, and is aimed at the public, rather than the press. Now that high-speed Internet connections have proliferated, we expect to see more companies using Web video promotions, such as filmed runway shows, and short narrative segments (a la Penningtons), in the near future.

But by far the best way in whic any company can make its mark is by enlisting the services of the most gorgeous models in the industry. Who, for example, had ever heard of the plus-size bridal lingerie maker "Carnival Creations," before Barbara Brickner's heart-attack-inducing work for this brand was discovered? By creating some of the most gorgeous lingerie images of all time, with Barbara as their muse, Carnival Creations has made an indelible impression on the industry. And one may be sure that whichever company will be the first to feature Charlotte Coyle in a comparable campaign will likewise gain instantaneous renown.

Australia's new plus-size supermodel, Lorna Roberts, in a daring lingerie promotion:

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