The plus size fashion industry is worth £6.6billion and M&S has joined the competition with Debenhams and New Look.
The “curve” label is catching on because it reflects a more upbeat self-perception rather than being called plus size as curve sounds more complimentary and befitting.
The first of its Curve collection, which comes in sizes 18-32, with clever detailing and carefully picked fabrics to flatter fuller figures.
While the British high street brand has offered styles up to size 22 before, this is its first collection specifically tailored for sizes 18-32.
Shape, cut and proportion were all highly considered in designing the range, which will be available both online and in 30 stores across the UK. The pieces are specifically tailored with an awareness of shapes and proportions.
Danielle Vanier, who has consulted on the collection, has designed two black dresses, she also addressed the fashion press picking out her favourite pieces from the Marks and Spencer Curve range and highlighting the beauty and unique points.
Marks and Spencer have expanded their range which includes the mannequins for the curve collection that also gained an update to match the collection.
The size 20 mannequins on which Curve will be displayed in store had to be specially commissioned, as mannequins are only produced in size 6-8 as a “regular” size.
They may be a signpost of how stores will look in the future, as body size vary. Customers are overjoyed about the new addition Youtubers like Nancy Whittington-Coates have reacted positively towards the collection.
Body positivity is a big part of the collection as the M&S spokes women said “As a rule we always try to promote a healthy body image and this is reflected in the model choices we make across the business” .
At the moment there are more than 140 items available online and in store but previously the plus size clothing was only available online which was an inconvenience as you would have to return the item as it did not suit your taste or the size is wrong but with addition of it being in store has made the experience of shopping for your size hassle free.
Ashna Dhaliwal - Haberdashers askes Crayford Academy
