ខ្មែរ
English
When we think of high fashion, it usually involves the image of some starved-looking model standing at the end of the runway, hips jutted to one side and a stone-cold stare daring you to think she was anything less than fierce. Although that image dominated in the 90s during the heroine chic days, the modern model—and modern woman, for that matter—isn’t confined to the dimensions of a size 2 any longer. Looking fierce comes in as many different shapes and sizes as there are women, and companies like Evans are making that clear.
The UK based label Evans began all the way back in the 1930s and by 1988 became the leader in women’s plus-size clothing. The plus-size, typically defined as anything above a size 12, has made its place in fashion as women all over the world are embracing a fuller figure. We are moving into a time when plus-size women get to enjoy the same opportunities to be fashionable and feminine, embracing the notion that loving your body shouldn’t be limited to a certain number.
Take international superstar, Adele, for instance. Known for her powerhouse of a voice, this woman demands the spotlight. She also demands a complimentary wardrobe worthy of celebrity status, and she’s been known to buy up the entire Evans line to create her much admired look. She has a signature style, very reminiscent of 60s glam, which compliments her frame. Adele is a fashion icon for plus-size women, but without designers pushing it to the mainstream she would have a much tougher time.
Contrary to what the media wants us to believe, this isn’t always about weight. Plus-size women can be just as healthy as someone who’s a size 0. It depends on your genetics—some of us are naturally smaller while others are naturally bigger. Evans recognized this and capitalized on it, by promoting an international acceptance of bigger as beautiful. They created a brand that specifically met the needs of these women, designing clothes that flattered their varied shapes, and their popularity is shown with more than 300 successful stores worldwide.
To make their label even more accessible, they’ve focused on their web presence. Their online store makes it easy for women around the world to order, even shipping to Cambodia. They also have a blog, Evans fashion fix, that gives fashion tips for every occasion to help women find figure flattering outfits. One cool feature of the site is its shape calculator, which helps you determine what styles suit you best, so you know whether to wear high waisted skirts or tunic tops.
As every woman knows, it doesn’t matter how perfect your body appears, we all have insecurities from time to time. For full figured women, the limited selection of fashionable clothing reinforced the message that only thin women could be stylish. Evans has created a new message, and hopefully a movement, to allow all women to feel beautiful in their own skin and their clothes.
