Diane's plus size fashion blog
Feb. 27th British Plus Size Fashion Weekend 2014
Featured Designer Report - Dea London
On the 15th of February 2014 I attended British Plus Size Fashion Weekend at The Vinopolis, London Bridge, London. This was only the 2nd time that such an Event had been staged and on such a scale within the UK. The success of this Event, measured by the responses of the International and British Fashion Press, (and more tellingly) by the curvy women in attendance, will ensure that British Plus Size Fashion Weekend becomes an Annual Event.
The organisers of British Plus Size Fashion Weekend deserve full credit for "pulling it off with honesty and integrity". This Event is now the Template for Paris, Milan, Rome and all the other fashion capitals of the world. The Plus Size Fashion Market is in growth and the full potential and development of this market is still not yet fully explored and developed. Events such as British Plus Size Fashion Weekend can only further strengthen a plus size fashion market that has significant growth potential.
Many plus size women have become ambivalent about fashion due to years of not being able to buy fashionable and affordable clothes in a full range of sizes. Things however are changing for the better and Events such as British Plus Size Fashion Weekend can pave the way and make other Retailers and Designers sit up and take stock. The plus size £ is b and Retailers and Designers no longer need to complain that there current market penetration within the UK is static (e.g. Burberry). By adding plus sizes to current ranges a significant market opportunity awaits. More celebration of plus sizes, showcased and modeled by woman with curves, will further the market development.
THE FASHION SHOW
The stage was set
to showcase both the forthcoming Spring/Summer 2014 and Autumn/Winter
2014 Collections of the best of British High Street and Designer. All
Collections were modeled by a representative cross section of plus size
women ranging in size from a UK12 - UK24+. This Show was the
truest and most honest representation of curves on the Catwalk ever
seen in the UK. In my opinion the Show had to be the most accurate
exposition and demonstration of how clothes look, fit, and move on "real
women with curves". If you want reality and to show the
customer what you really have and what it can do - show it on
the customer you are trying to sell to. Show it on women with Curves,
Breasts and Hips!
I was very impressed with all the Collections modeled, but given that I am a mature plus size woman (48 yrs) and my blog is dedicated to women in the age range 30 - 60 the Collections that I have picked out to talk about over the coming few weeks are Dea London, Curvety Bridal Collection, Dynasty of London, and Jane Watson (no ranking nor order of preference is implied from this list).
This week I am going to talk about one of the featured Designers, Jelena Fehmi and her label Dea London. Dea London lead the plus size market in corporate day wear and evening wear for women 35+ years. Here we have a Designer who understands what women want and how to flatter a fuller figure. As well as designing her own label, Dea London, Jelena has designed bespoke for many celebrities and currently works as a Consultant to other high end fashion labels to include her most recent association with Victoria Beckham. This large remit and demand on her talents as a designer places Jelena at the forefront of what is happening now and demonstrates that this forward thinking Designer can translate and transcend all boundaries and design ideas. Her current Collection is priced within a very fair mid price range. She uses wools/silks/crepe and combinations of these to make garments that move with the body. Her dresses are lined (a particular MUST HAVE for me) so fall and contour the body beautifully. I was fortunate enough to get a front row seat at the Show so have managed to capture her presentation of her Autumn/Winter 2014 Collection on video. This Collection will be available to buy from September 2014. Have a look at the wonderful dresses, skirt suits, and the gorgeous trouser suit shown here in this snapshot into the Autumn/Winter 2014 offering from Dea London.
Below are some photos of the Collection as seen on the video so that you can have a more thoughtful and considered look at the AW14 Collection from Dea London. I am very grateful to Zsuzsanna Szkiba www.beautywithplus.com and blogger at Cupcakes and Pearls for giving me permission to use her pictures. Click on photos for larger image to appear.
I love these designs and definitely will make one or two purchases in September 2014 when they will be available online. The key point to make about all of the Dea London Collection is that all the garments are easy care and have sufficient detailing within each garment obviating the need for any other styling in relation to accessories or the over use of. The modern day corporate woman is busy, has an early start at the office each day, works longer hours, and therefore needs simplicity and styling built in to each of her outfits. These outfits say just that. Dea of London is a GO TO fashion label.
Feb.14th and Feb.23rd Diane Marshall - Plus Size Model - London Fashion Week
Reuben P Joseph
Production - London Fashion Week 2014