diana-ware Fashion Label Releases Big Girl Range

Dec. 19, 2012 - PRLog -- The fashion label known as diana-ware has identified a growth market in the bigger sizes.  The drivers for this growth are two-fold.  A general awareness is growing in the community that big sizes can look good in turn fuelled by confirmation from the Australian Bureau of Statistics (ABS) that the population is in fact growing in body mass.  diana-ware is poised to take advantage of this niche in the marketplace with new styles designed specifically to maximize the attributes of the fuller figure.

The growth of individual body mass in the general population has been described as the "New World Syndrome". Statistics show that weight gain is on a continuous rise for all age groups of many of the developed countries in the world.  The ABS has just completed a study of average weight for a range of age groupings (late 2012).  This study is compared with a study performed in 1995 showing an increase of about 5 to 7% across the age ranges with the biggest increase in the 25-44 age grouping.

This has implications for the fashion industry.  The UK Telegraph reports an increase in sales of store mannequin of Size 12, as a litmus indicator of the trend Overseas.  Australian retail chain Myers saw the trend as early as 2010 when plus mannequins were introduced into their stores.  The Sydney Morning Herald reports that Myers is currently gauging customer acceptance of Size 18-20 mannequins and quote Eva Cox chairwoman of Women’s Electoral Lobby: “Myers did not go far enough”.

It is not a simple matter of just scaling a garment upwards in size.  A different paradigm applies to designing for the larger sizes. Fat tissue is not deposited evenly to permit such a simple scaling approach.  Then too, the garment material typically has weft and warp that dictates how the material flows over the skin and undergarments.  Thus the direction of cutting is an essential consideration in any garment but particularly so in a plus size garment.  A wrong direction of cut can emphasize an unwelcome bulge or feel constraining instead of comfort.

Big Girls Catalogue HERE: http://dianaware.webs.com/Big%20Girls%20Looking%20Good.pdf

Whilst each woman’s figure is unique, most can be classified into four characteristic fruit shapes:

·         Pear shape where the hips are larger than the bust.

·         Apple shape where the waist is larger than the bust and hips.

·         Eaten apple shape (also called hourglass), where the waist is smaller than bust and hips.

·         Pineapple shape where bust, waist and hips are about the same measurement.

Within the classic styles of dresses and tops of butterfly, umbrella and kaftan lay opportunities to judiciously position draw cords that can flatten and flatter as well as tucks, folds and hemlines that maximize the features of the characteristic body shape.

“The availability of garments that flatter and truly make a bigger woman look good has developed a mutually symbiotic relationship with a broad-based recognition that ‘big can be beautiful’”, says Diana, Principal of diana-ware.  “Little by little we see less of the surrender to the middle age frumpies as women reignite the spark of ‘looking good’ at all ages”, she adds.

Website: HERE: http://dianaware.webs.com

Mission Statement HERE: http://www.youtube.com/watch?v=ZQyt1oDDp (http://www.youtube.com/watch?v=ZQyt1oDDp-E&list=UU3eW...)