Fashion
This UK Plus Size Retailer’s Shopping Survey Results Inspired Their New #FashionThatFits Campaign
The struggle is real when it comes to plus size women finding fashion that actually fits their bodies.
So when we heard about Evans’ new #FashionThatFits campaign, we had to check out.
The UK plus size retailer recently carried out a survey of 2,000 British women to learn about their shopping habits. The survey especially focused on their experiences when looking for the perfect fit pair of jeans, the fitting room experience and sizing in stores.
One key result that stood out to us was that only 12% of women are the same size in every store.
Apparently, this made Evans pause as well, because their new campaign #FashionThatFits was created to show the struggle most women face when trying on clothes, regardless of their size.
The survey results show that UK women don’t like trying things on in changing rooms and that they still can’t find their perfect fitting pair of jeans. Here’s some key survey findings:
- One in five British women still haven’t found their perfect pair of jeans.
- The average British woman will purchase around two pairs of jeans each year, but throws away the same amount because they don’t fit.
- One in five British women have got stuck in clothes they were trying on in-store.
- More than one in ten have fallen over while trying clothes on in a changing room.
- Nearly one in ten British women have to try on more than five pairs of jeans before they buy and 48% of these women being left frustrated by the fitting room drama.
Evans states that as a leading plus size retailer, they want to help.
Their Head of Design, Rebecca Vann Reicher, said in an official statement:
“Listening to our customers has always been at the heart of our brand ethos and understanding the struggles she faces when out shopping will only help us design better clothes that are all about fit.”
The retailer only states in their press release:
“The Evans design team carefully consider not only the fabrics but also the scale and placement of prints, pockets and details on every garment; taking into account all body shapes including pear, apple, busty and hourglass. Evans jeans also include a special safety feature to improve seam strength and maintain neat seam lines whilst using smart fabric technology to provide ultimate comfort and fit without losing shape.”
The brand have produced what they deem a “tongue-in-cheek” video that highlights the struggles women go through in the fitting room which can be viewed below:
According to Evans, the video demonstrates the reality many women face when trying on clothes – regardless of size and highlights that fashion should be inclusive:
“Ultimately, we all want to look our best and by listening to feedback from British women the focus for Evans is all about Fashion that fits.”
You can read more about the campaign here.
What do you think of the #FashionThatFits campaign and video? Follow us on social media @plusmodelmag and let us know!
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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.
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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
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@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
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