Fashion
PLUS Model Magazine Exclusive Interview with Ashley Stewart – The People’s Brand
What do you do when the industry is going through so many changes and your brand is feeling its own challenges? The answer: you bring in individuals who are ready to take the reigns and meet the journey head on.
PLUS Model Magazine had the privilege of meeting with Kathy Clair, Vice President of Marketing; Bonita Underhill, GMM; and Celia Clancy, President CEO & CMO for a one-on-one exclusive interview about the revolutionary changes at Ashley Stewart.
PMM: Congratulations on a great showing during Full Figured Fashion Week. We are seeing a lot of changes at Ashley Stewart. What has the feedback been about using visibly plus size models?
AS: The commitment we made about using plus size women is still the same. All of the feedback has been positive online and in store. We have had a lot of positive feedback about using plus size models. We are committed to the plus size business overall.
PMM: Many brands have told us that it’s difficult to use bigger models because of the sample size. How are you able to get around this?
AS: We are accommodating to the model sizes. Speaking from a buyer perspective, we are telling the manufacturer which size we need and we start at an 18 and either go up or down from there.
We know the customer is basing their opinion of the product on the picture and how well the image comes out and if she sees herself in it.
PMM: Stepping away from size diversity for a moment; many customers have asked about the absence of darker African American models.
AS: We have not walked away from who we are and what we stand for. It’s a balance of our history and moving forward. For me, step one was finding the right size woman – it’s a work in progress and we are not walking away from our core customer.
PMM: Talk to us about the direction of Ashley Stewart and where you are headed.
AS: One of our key goals to regain our fashion edge. I’d say we are a good deal of the way there. We are on trend. And we want that forward and “wow” factor back into our stores. This is our number one goal. In addition, establishing that we are proud of who we are, we serve a plus size customer and we serve a predominately African American customer and we are proud of that. We are going to be the best AS that we can be.
The last piece of this will be how the consumer engages with the brand. From a marketing perspective, we are working on how to speak to her and how to get her back into our store.
PMM: How important is social media in this process?
AS: As a merchant it’s very important because our customers are very vocal. We will post something on Facebook and she will tell us how much she loves it or what she does not like about it. Sometimes the feedback will make me look at an item again. Maybe we change the fit, maybe we change the color or we look to see if it’s not doing well online but selling in stores. The feedback does give me insight on what they like or do not like.
Read the entire interview here:
Check out the August 2012 Denim Issue of PLUS Model Magazine
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…Want to share your style inspo? Click here to follow us on Instagram and hashtag your pictures with #CelebrateMySize. You may be featured on our Instagram page or website.
@panamakish
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Feature
SwimStar All Stars Partnership With Renowned Plus-size Model and Swimsuits For All Ambassador, Denise Bidot
Inclusive Swimwear Brand Collaborates with Prominent Plus-Size Model Denise Bidot to Empower Aspiring Models…
Swimsuits For All, a pioneer in inclusive swimwear, proudly introduces its inaugural SwimStar All Stars campaign in partnership with renowned plus-size model and Swimsuits For All ambassador, Denise Bidot. This collaboration marks a significant milestone, nearly a decade following Denise’s groundbreaking “Beach Body, Not Sorry” campaign with Swimsuits For All in 2015, which showcased unretouched imagery aimed at promoting unapologetic confidence.
Denise Bidot and Swimsuits For All have jointly unveiled the SwimStar All Stars nationwide search, dedicated to discovering emerging talent in the realm of swimsuit modeling. Encouraging aspiring models to share their personal narratives, the initiative aims to inspire women of all backgrounds, shapes, and sizes. Following a rigorous selection process, Brittany Wilborn, Camryn Henry, and Sharon Clawson emerged as the chosen winners. In January 2024, these models embarked on a transformative journey to Harbour Island, where they had the unparalleled opportunity to shoot alongside Denise under the expert direction of internationally acclaimed photographer and director, Ben Watts.
Reflecting on the initiative, Denise Bidot remarked, “This was a truly exceptional opportunity to celebrate the diversity of plus-size models and cultivate an atmosphere of support, empowerment, and knowledge sharing. The camaraderie on set was palpable, and I am deeply honored to impart the wisdom and insights I’ve garnered throughout my career. Opportunities like these are scarce for plus-size models in the industry, and it has been a privilege to collaborate with the exceptional team at Swimsuits for All to bring this campaign to fruition.”
The models showcased the latest swimwear offerings from the Swimsuits for All 2024 collection, featuring innovative designs tailored to meet the diverse needs of women, including:
Feel-good Fits: Addressing common concerns such as tummy bulges and fit issues, Swimsuits for All offers a range of fits designed to instill confidence and comfort in every body. Incorporating features like Power Mesh for a smooth, flattering silhouette, and adjustable straps for customizable support, the collection caters to various body types.
Bold Prints & Colors for Summer: The summer swimwear collection boasts vibrant colors and captivating prints, injecting excitement and personality into beach and poolside attire. From vivid neon hues to tropical motifs, the collection encourages self-expression and style experimentation.
Liquid Shine: Introducing Liquid Shine, a striking swim fabrication characterized by a glossy, liquid-like finish, adding an edgy allure to beachwear. Available in multiple silhouettes, including bikinis, Liquid Shine ensures you stand out with confidence.
Bikinis that Suit You Best: The Mix & Match Bikini collection offers a personalized approach to swimwear, allowing individuals to mix and match colors and silhouettes for a bespoke look tailored to their preferences.
Beyond showcasing inclusive swimwear designs, the SwimStar All Stars campaign embodies a celebration of women uplifting one another in an industry often marked by competitiveness. Throughout the week-long shoot, models engaged in one-on-one sessions with Denise, fostering meaningful dialogue about the evolving representation of plus-size bodies in swim and fashion.
Jordan Hauser, Senior Director of E-Commerce & Marketing, expressed, “This campaign transcends conventional notions of body positivity and representation in the swim and fashion industries. It is a testament to the power of storytelling and authenticity in reflecting the diverse experiences of our customer base. We are committed to fostering a movement where women find strength in unity, and we are thrilled to embark on this journey alongside Denise Bidot, one of the industry’s foremost advocates for inclusivity.”
The summer 2024 swimwear collection is now available. For further details about Swimsuits For All and the SwimStar All Stars campaign, please visit www.swimsuitsforall.com.
Plus Size Fashion Inspiration from YOU! Our fabulous readers share plus size fashion inspo on Instagram!
…Want to share your style inspo? Click here to follow us on Instagram and hashtag your pictures with #CelebrateMySize. You may be featured on our Instagram page or website.
@plussizewildflower
@msgigggles
@talitakate
@valeriemaroneyy
@curvy_ambassador
@nativeactress
Plus Size Fashion Inspiration from YOU! Our fabulous readers share plus size fashion inspo on Instagram!
…Want to share your style inspo? Click here to follow us on Instagram and hashtag your pictures with #CelebrateMySize. You may be featured on our Instagram page or website.
@pridantas93
@shunitawynne
@nostalgic_nayok
@dlovecurve
@ariwearsthings
@thickfitdee
Plus Size Fashion Inspiration from YOU! Our fabulous readers share plus size fashion inspo on Instagram!
…Want to share your style inspo? Click here to follow us on Instagram and hashtag your pictures with #CelebrateMySize. You may be featured on our Instagram page or website.
@amandaneumanoficial
@aaliyahrenaa
@iheartcandyboo
@organiccurves_
@annemanyi
@johanamaya81
Plus Size Fashion Inspiration from YOU! Our fabulous readers share plus size fashion inspo on Instagram!
…Want to share your style inspo? Click here to follow us on Instagram and hashtag your pictures with #CelebrateMySize. You may be featured on our Instagram page or website.
@theprepguy
@missbetsyellis
@nessasherysse
@muva_fab
@elle.athina
@jeesha_chowdhury
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