High street retailer Marks and Spencer are making a bold move to conquer the plus size clothing market.
Today sees the launch of their new CURVE for M&S collection which consists of over 100 pieces designed to fit and flatter their size 18 to 32 customer.
Until now no other high street retailer has managed to dominate this market. The likes of H&M, River Island, Dorothy Perkins and New Look have collections that go up to a size 24, 28 and 30, but they haven’t made a significant impact on market. While Evans specialises in clothing for women size 14-32, beyond that the only other options are online retailers like yours, SimplyBe, Elvi and JD Williams.
The bright sparks at Marks have identified a gap in the market and after talking to 2,000 customers, recognised that women wanted a bespoke collection designed specifically for them.
Whilst most plus size clothes are simply scaled up from a size 12 block leading to a loss in proportionality their CURVE collection has been designed on a size 24. But that’s not all. M&S have also commissioned special mannequins in a size 20 to ensure that the collection is displayed in store as it will look on customers.
Another shrewd move was to ask style influencer Danielle Vanier to consult on the collection. Voted InStyle’s Best Curve influencer, Danielle with her 93.4K Instagram followers is a respected spokesperson within the fashion industry.
Not only has she modelled some of the clothes, but she has also designed two black dresses that will be available exclusively online and at the M&S Marble Arch flagship store in London.
Clearly passionate about the project and explaining what makes it stand apart the Curve consultant told us: “I think the British High Street has some really great plus size collections, however, what I love about the M&S CURVE collection is that they have applied the quality, that is so synonymous with the brand to the curve market. The fabric choices in this collection are really lovely, from the basic tees to the outerwear, every single detail has been given some extra special attention.”
Talking about the design process she explained: “I have loved consulting on this collection with the team at M&S. it has been amazing working alongside a High Street retailer that I have grown up with, this collection that really celebrates curves through every detail.
“For me, a little black dress is a must have for any woman, and one of my favourite LBDs ever came from M&S. I have taken a few elements of what I loved about this piece and created two new dresses for the collection.
“I have added some subtle sports details, like hard-wear on the waist and mesh layering for a contemporary feel; so both can be styled in really different ways. Whether you team with crisp white trainers for a chic take on daywear, or dress up with heels ready for the evening”.
The collection includes everything from everyday basics like sumptuous soft knitwear and faux leather outerwear, with jersey side panels for added comfort and movement, to beautiful blouses with intricate sleeve detailing and flattering evening dresses and jumpsuits.
Fabrics have been carefully considered to ensure a flattering fit and feel and ensure non-cling and stretch finishes.
An exclusive edit from the collection is available online today and the full collection will be available in full online and in 30 selected stores across the UK from 23rd January 2018. With prices starting at £7.50 for a tee and going up to £89 for a dress, something tells us it will be a success.