Sunday, January 23, 2011

The big league: H&M launches a plus size collection for Spring

Karl Lagerfeld severed ties with H&M in part because the company wanted to produce his collection in large sizes, while he was reportedly only interested in designing “fashion for slender and slim people”. But it seems the Swedish fast fashion behemoth hasn’t let this rain on its plus size parade. From early March, H&M will offer a 20-unit capsule collection called, simply, Inclusive, which will be available in sizes 32-54 and sold exclusively online (these would appear to be Swedish sizes, which equate to an Australian 6-28). Many thanks to Runway Revolution for the headsup. Why online only? In 2008, when Australian designer Leona Edmiston decided to double her size range to a 24, coincidentally she also only offered the larger sizes online, after her research indicated that many larger women felt uncomfortable in boutiques. 

After frockwriter (in her previous incarnation as Fully Chic) opened up what would become a rather heated discussion on the subject, others added in that many larger women in fact feel unwelcome in mainstream fashion boutiques. 

Considering that so many fashion boutiques appear not to have much stock over a size 10, is that so very surprising? 

So far H&M appears only to be shipping to Austria, Denmark, Finland, Germany, Holland, Norway, Sweden, Swedish Finland and the UK, but we have a hunch they may be about to be inundated with global enquiries. 

The accompanying campaign features plus size Australian model Robyn Lawley (second from the top).  

Great initiative. Adorable dresses. Not before time.

all images: H&M


Blog Archive