''Curves are more appetizing''

Posted by HSG on May 20, 2005 at 04:28:02:

The Italian Vestebene Miroglio corporation is renowned for its Elena Miro chain, which has produced some of the world's most celebratory and inspired plus-size promotions. But several other, lesser-known apparel-makers fall under the aegis of Vestebene Miroglio as well--even some that are also devoted to plus-size fashion. One of these is the Krizia label, which includes a plus-size collection called "Per Te." And for the current season, this collection boasts an advertising campaign that is simply . . . delicious, and well-nigh worthy of Elena Miro itself: Above a group of perfectly round and delectable scoops of ice-cream runs an Italian banner that reads, "CURVES ARE MORE APPETIZING." Brilliant, no? Like Elena Miro's recent "Choco-Therapy" promotion, this kind of campaign enables a company to show solidarity with its clientele. This promotion tells customers that curves are beautiful, and that the means by which one acquires those curves can be absolutely delightful. ("Sexy girls have dessert.") It is an anti-diet ad of the very best kind. And don't think for a moment that this image doesn't work well as a clothing promotion, either. Think of the colours that have been popular in many of the 2005 spring/summer collections--from the banana yellows, to the strawberry pinks, to the lime greens--and you will realize that this image is actually showcasing the dessert-coloured hues of the season! * * * And speaking of the "Choco-Therapy" promotion, owing to some technical difficulties with the forum, our original post about that inspired Elena Miro ad recently had to be removed. Because we are far behind in archiving old forum posts, however, we thought that this thread would provide a capital opportunity to share that image once again, along with the text of the deleted post: (From April 11th) If this is not the most brilliant promotion we have ever seen, we don't know what is. And yes, it's real. We couldn't come up with something so inspired if we tried. From Elena Miro, the same company that brought you the "Forever Beautiful" campaign--which juxtaposed images of living goddess Barbara Brickner with images of goddesses in paintings from the history of Western Art--comes a new promotion called "Choco-Therapy," which invites Elena Miro customers to indulge in some chocolate at an Elena Miro store. And to make the promotion even sweeter {grin}, the advertising graphic situates an image of Barbara Brickner alongside some delicious dark chocolate. Genius. Sheer genius. Could anything possibly be more size-positive than this? It is a diet ad turned on its head. It lets Elena Miro's clientele know that it is quite all right to indulge in some chocolate--indeed, that it is positively wonderful to do so--because doing so can help one develop a luscious figure, such as Barbara's. Count on Elena Miro to thumb its nose at mass-media propaganda, and to communicate a sentiment of body-love to plus-size women that is nothing but pure delight. ''Per te,'' by Krizia