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Shapeshifter: how the size of style is changing

31 MAY 2013

Scroll down for Curvissa's 'Behind the Scenes' video

There’s no denying that our views on catwalk fashion have changed a huge amount in the last few years.

‘Curvy’ was once used as a back-handed compliment to give a celebrity who had gained a few pounds and came fully loaded with unwanted negative stigma. Flash-forward to June 2013 and anyone branded with the ‘curvy’ brush is flattered, confident that their body is sexy and feminine.

From Helen Flanagan, voted FHM’s Sexiest Woman a few weeks back, who gladly flaunts her curves at any given opportunity to the pin-up Princess Kelly Brook, we’re a nation finally learning that curves are gorgeous.

Shapeshifter: how the size of style is changing



Beyonce has recently spoken out about the love she has for her famous curves, refusing to allow the final pictures from her h&m swimwear campaign to be airbrushed.

Plus size fashion retailer Curvissa has been keen to show off their involvement and encouragement with a similar approach in releasing an exclusive ‘behind the scenes’ style video of their TV ad for their new SS13 range. This buzz was first drummed up at London’s first ever plus size fashion show which happened during February’s LFW. Curvissa’s involvement with London Plus Size Fashion Weekend (LPSFW) aimed to encourage designers to accept that the average woman is not a size zero and that in fact, curvy girls should not be ignored in trend representation.


Shapeshifter: how the size of style is changing



Giving the ‘average’ woman a voice in the fashion world is very much what Curvissa’s access all areas video is about – as well as showcasing their gorgeous formal wear, holiday and work wear as well as plus size swimwear. Imagine bold, exciting, sassy shades of emerald, yellow and pink. Think nautical chic and sophisticated monochrome designs as well as ditsy floral prints, designed with regular women in mind.

Campaigns like Dove’s Real Beauty also offer ‘average’ women inspiration and encouragement to love their bodies and accept that natural is beautiful and that flaws are fabulous.

Shapeshifter: how the size of style is changing


This appeal to ‘normal’ women is a monumental step in how couture catwalks are evolving – with events such as LPSFW and the inclusion of high street brands such as Topshop, River Island and Whistles introducing lines in fashion week shows, we’re getting closer to designers.

The ‘real’ woman is finally being given the chance to influence the top fashion folk, and not the other way around. Keep it coming curvy, size zero is so AW06.

Watch the Curvissa 'Behind the Scenes' video:

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