Coverage in The Evening Standard's round-up of the best online clothes shops & fashion boutiques article, in the luxury section. "The unique site gives smaller..
As I pen this I can hear buzzing away comments such as: 'I'm a size 26' 'I'm a size 4' what good is this to me?
But the point is this: Many of our wonderful young designers are now designing across a range of sizes and on our site now you can find the sort of fashions that used to stop at a 'huge' size 12 now reaching size 16. Now able to accommodate the majority of the UK's most average sizes.
We're really proud of this and of the young designers leading the way. When Marc Jacobs announced that he was going to introduce a plus size range there was much debate about whether this should be larger sizes of existing designs or a 'specially designed for larger women range'. There was something vaguely insulting about the latter. Something that would only add to the sense of being cast out of fashion, being on the outside, unworthily peering in.
We're not saying all designs can suit all shapes. Far from it. And neither should they. We need to celebrate our differences. However there are many designs that would suit both a size 6 and a size 16 yet so few labels embrace this.
The very best advocate of this so far is the amazing Ada Zanditon. This ethical crusader has designed some very beautiful clothing items which we hold in the full range of sizes. Take the gorgeous Claria silk dress for example. Softest silk drapes and flows with flirty ruffled sleeves. Then there's the Poppy dark denim recycled dress, surely the perfect everyday dress for every size.
And there's lots more. Lako Bukia (first image) is creating some wonderful chiffon & leather concoctions that are just screaming out to be filled to the brim with gorgeous curves. Much of Jena.Theo's range works across all body shapes. Minna dresses women of all ages and sizes in the prettiest ways possible. Lots of our other designers have pushed beyond size 12 to 14.
There is movement. There is open mindedness. There is a desire to broaden out the joy that fashion already gives to so many of us to so many more. And importantly there is a recognition that we all deserve to wear exactly what we want to wear to make us feel great. As often as we can.