World Plus Size Gains Strength without Apology to Obesity

Catwalks only with chubby models, made up of large numbers renewed, specialized magazines, b-logs and fashion sites for GG wearers, calendar only with photos of women with big curves and even a campaign for stores to put modern pieces with numbers above 46.
“After all the discrimination in the fashion and beauty market, we are showing that we can feel good and beautiful,” says language teacher Sandra Ebener, author of the b-log Mundo G +. Sandra, 39, the mother of two teenagers, celebrates this wave, as well as many other women with mannequins over 46, who can now enjoy a fashion that previously denied them. And you can get more information from fashionxenia.com.

According to the Brazilian Institute of Geography and Statistics (IBGE), this public already represents half the country’s adult population: 48% of women and 50% of men are above the recommended standard for a healthy life. However, everyone directly involved in the wave “pride fat” strongly emphasize that no one wants to make apology for obesity.

“The idea is to get these people to become more accepting of their characteristics and at the same time to adopt a healthy lifestyle,” warns journalist Jeff Benicio, who, through his publisher Haz, specializing in corporate titles, has created With her partner the project Real Women, a mix of events and publications to promote the inclusion of GG women in the fashion world.

The first step was the launch, last year, of a fashion guide with specific looks for those who have great curves. Then came a poster-poster with four plus size models dressed as pin-ups, also released in 2011. “The project was born to draw attention to this consumer, always ignored by the media and the fashion industry that invests in a pattern of Thinness, “says Jeff.

Self-Esteem Rescue

A thriving niche for chubby models has been opened in Brazil, but nothing that compares to the United States. Here, they receive less than lean models and often find no minimum structure to produce. To valorize this market (and the caches), five São Paulo models came together and formed the Top Five group. They are: Andrea Boschim, 32 years old; Bianca Raya and Celina Lulai, 28; Mayara Russi, 22; And Simone de Fiuza, 25.

“We produce photos and publicize them, to open people’s eyes and show that we are professionals,” warns Top Five’s ideologue Simone Fiuza. She has been working as a model for five years, but says the market has skyrocketed in the last two years. It is one of the few plus size models that lives exclusively on caches.

Andrea Boschim, the oldest of the Top Five, is also performing outside the catwalks. She is one of the mentors and organizers of Fashion Week Plus Size, a kind of chubby version of São Paulo Fashion Week. “The last event was paid, and it is no longer necessary to take money out of one’s own pocket,” says Andrea, who bets all the chips in this segment, along with his partner Renata Poskus Vaz, author of the blog Mulherão.

Militancy

The advertising company Alcione Ribeiro, 32, author of the blog Poderosas Gordinhas, started the campaign For Big Sizes, to stimulate large magazines to put in their macaws GG and EG (Extra G) numbering pieces. From her blog and via Twitter, she started a discussion with her readers about the difficulty of buying clothes at department stores. Now, when they can find a nice piece and a big mannequin, they disclose the product’s photo and the indication of the place.

There are two monthly women’s magazines aimed at chubby readers. The first to emerge was Sem Medida, an online version of free access, launched by Writers Editora in February 2009. One of its creators was the journalist Roberto Paes, who was inspired by his wife. “I thought about doing the magazine for millions of women who, like her, are victims of discrimination and prejudice.”

Fashion Evolution

On the outside, many are signs that the plus size movement is not fleeting. An unprecedented fact emerged in New York Fashion Week of Summer 2011: in a parallel space, there was the first parade plus size.

International magazines do not stand behind this wave. In April, the cover of Elle Paris stamped the top GG Tara Lynn. In the USA, the Brazilian Fluvia Lacerda has become one of the most requested models in the country.

It caused a great frisson to the tweet of Robert Duffy, president of the brand Marc Jacobs, who considered the possibility of developing a clothing line plus size.

Companies in the segment multiply. Mônica Angel, style director of the Palank brand, with 25 years of existence and 11 stores in São Paulo, attests to this change. “Evolution is more of the consumer than of the market, because now these women want to be in fashion,” he notes.

Already stylist Andreza Calil inaugurated in 2010 the first virtual store plus size of the Country: Wish Fashion. The proposal is to pan the best products of the brands and sell them through the internet, besides giving fashion tips.

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