The market finally discovered that there is (and always has been) a very special consumer, who has long been deprived of access to an intimate fashion that respects her measure, need, and desires. Invisible to the industry, the so-called “plus size” women had to settle for adaptations like bras size-ups or unstretched panties.
No longer! The brands launch specific collections or lines within their portfolio to meet this niche with details make all the difference to combine comfort, practicality and beauty: wider handles with options of crossing and closing, bulges with greater support, panties with fabrics of greater compression or with special laces, wider sides, necklines and deeper armholes are some of the points that need to be taken into account when creating a plus size lingerie. Here at the website you can get more information(http://www.fashionxenia.com/).
Some companies focus exclusively on this consumer who, for a long time, felt excluded. Ness has found a profitable business model and bets on sexier models, putting a touch of boldness on their parts. This summer, the bet will be on a mixture of floral and stripes, without leaving the income aside, since it never goes out of fashion – in that, the brand invests in lace with elasticity to offer even more lightness and comfort to its consumers.
Others like My Lady and Marcyn are some of those who also saw a business opportunity by focusing on this target, having a lot of success with collections where there is constant concern with modeling, fabrics, fixtures and styles that please a woman who needs a functional lingerie, that values your body and makes you more beautiful and seductive.
According to Fabiana Camilo, model plus size and enthusiast of this new phase for women who wear above 44, it was only four years ago that it was possible to start to find more options that ran away from the beige with apparent seams in the breasts of the bra and a rough fabric, with rare exceptions of color variation for the also neutral black and white.
How was it for you to buy lingerie in Brazil before the “plus size” size came into fashion?
It was impossible to find in Brazil a variety of lingerie models such as those made for lean women. Only with the movement that already existed abroad, especially in the United States, where breasts are more valued, did we have access to options.
Brazilian companies began to look at women who are thinner or thinner with silicone on their breasts as powerful consumers and started to create lingerie with other materials such as prints, silky fabrics, little flowers, little surrogates, anything that women are thin or more chubby, like. Before we were ashamed, we hid our breasts. Now, we want necklines and enhance the breasts with a beautiful lingerie.
What is more important in a plus size lingerie for your consumers?
In addition to these fabric options, styles, colors and details, modeling is key. If it is not well studied, it wraps around the belly, squeezes the side, cuts the shoulder … A woman needs security and comfort. Wearing lingerie that hurts is not good for anyone.
Did the chubby women just have options for everyday lingerie or some variety in intimate fashion?
The lingerie for the night also underwent a major change. Before we only had “sweater”, now we have laces, with cracks, necklines and we can feel sexy anytime.
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