Welcome to the plus-size woman’s odyssey when shopping for the perfect outfit. PHOTO | COURTESY
What you need to know:
This first-of-its-kind event aims to appreciate the plus-size woman, build her confidence, teach her how to dress her body type and be healthy.
When exactly does one’s beauty become a flaw? Ill-fitting clothes, dull clothes in whites and blacks, no patterns or no horizontal stripes. The fashion world is not friendly to any woman above size 12.
Just walk into any store and there are a couple of amazing outfits with vibrant colours calling out your name. They are literally throwing themselves at the fashionista that you are. In your mind there is already a photo gallery unravelling how dashing you will look.
You unhook it from the hanger, check the label and the “S” tag stares at you blankly. You motion the sales girl over and ask, “Does it come in a larger size?” She shakes her head, but you insist, “Please just check.”
So she goes into the back room and comes back with a bigger dress, yes, but it is in black or something less flattering. You pick the medium size to try it on but she politely tells you that it will not fit.
“But it can stretch and I am not that big!” So you think. When you go for the large size, it is unflattering on your curves. It might need a little tweaking here and there, but overall it doesn’t exactly make the tea pot whistle.
Welcome to the plus-size woman’s odyssey when shopping for the perfect outfit.
So what exactly defines plus size? This is an industry standard that applies to women between sizes 12 to 24. For super and extended sizes, the tag will read 26W. But plus-size does not refer to a body type. You could be an apple, an inverted triangle or an hourglass, but still be a plus 12.
A few years ago, no designer fancy tops, jeans or well-cut dresses came in loud, warm colours in sizes 14-24. No jumpsuits, no chino pants, no trendy swimming costumes, no bodycon dresses.
But plus-size women are now having their moment in the sun. To make plus-size fashion more accessible to a steadily growing local market, Juliana Wanjiru and Terry Karrugah of Prestige Events have organised the Kenya Plus-size Fashion Week this weekend.
This first-of-its-kind event aims to appreciate the plus-size woman, build her confidence, teach her how to dress her body type and be healthy. It will also exhibit trendy plus-size clothes.
The fashion show is a jarring contrast to what we are accustomed to on the runway where the “it” woman is no larger than a size 8. From magazines to billboards, we have been led to accept this as the ideal standard.
But globally, things have changed. In the West, fast-fashion outlets like H&M, Forever 21, Wet Seal and Mang have rolled out new, plus-size lines. Luxury brands like Calvin Klein, Vince Camuto, Ralph Lauren, Tommy Hilfiger, and Michael Kors are not known for aggresively marketing their plus-size range for the sake of maintaining brand equity.
In Kenya, fashion houses like Vivo Activewear design trendy clothes for plus-size women.
Celebrated Kenyan designer Wambui Mukenyi is also not afraid to do her bit, saying catering for the plus-size market came naturally to her brand since she serves many clients.
“We have a variety of clothes and fabrics that flatter the curvy woman. Since we custom-make most of our pieces, we consult with most of our clients and come up with specific items that flatter their body types,” she says.
Fashion bloggers have also played a major role in making options available. Anita Mogere, a fashion blogger, says that social media has become the platform through which brands connect with consumers.
“They are now looking to bloggers and it has created a whole new level of brand-consumer interaction, giving them a front-row seat in the fashion industry,” she says.
Her experience has not been without challenges, but the pros far outweigh the cons.
“Not all retailers are eager to get a plus-size model on board. Some retailers find me either too big for their designs or sometimes I do not fit into their brand. I think they need to recognise that there is a growing plus-size market; women who are willing and ready to spend on fashionable clothing,” she says.
Malcom Ouma, the CEO of an exclusively plus-size modelling agency Hisi Uzuri, saw an opportunity in the market and has invested in it.
“The industry has been embracing plus-size for some time now. Look at radio’s Kalekye Mumo and TV’s Sheila Mwanyigah. I think it is easier right now to be plus-size and a personality because of this,” he says.
He says there is a large population of plus-size women and the media, designers, advertisers and other players have to create products targeting them. Ms Wanjiru, one of the organisers of the plus-sized fashion event is optimistic about the industry.
“We hope in the near future we shall see more plus-size ladies gracing the billboards, fashion magazines and fashion runways.”
She also emphasises the importance of having a healthy lifestyle. “Being plus-size doesn’t mean you don’t work out or watch your health. We encourage every person to be mindful of their health and that is why we have included Zumba and health talks,” she says.
The fashion event will be held annually or bi-annually in various towns. A new stage has been set for the curvy female, embracing a wide range of shapes and sizes. Let us accept that nature is wise in her ways and love our bodies.
