Celebrate Your Curves

April 11, 2010

A few of our models (and others) with designer Jessica Biffi (centre) all wearing Jessica Biffi for Addition Elle and MXM

Project Runway Canada Season Two alum Jessica Biffi has launched two capsule collections for Canada’s top plus size retailer Addition Elle. The collections, Bold Biffi for MXM and Jessica Biffi for Addition Elle, bring Jessica’s rocking style, design savvy, and firsthand knowledge of the plus consumer, as beautiful curvy woman herself, to all of us. Jessica wanted to celebrate women’s curvy bodies – not hide them – with her collections: “Plus size women have hips. They have breasts. Those are assets to have. I think it’s a shame when people wear really baggy clothing and don’t show off that they have a waist, and don’t show off that they have a bust line. It all becomes one thing … I think that plus-size women should not be afraid to show off their curves.” Jessica’s fresh approach is sure to innovate the world of curvy fashion.

As part of her media tour, I was thrilled have some of my models showcase Jessica’s stunning collections on Toronto’s Breakfast Television. Jessica is a huge advocate of size diversity in fashion media. She explained: “I think it’s really important [to have plus size models], because then [plus size consumers] can identify more with what they’re seeing. If they’re seeing someone who is clearly not plus-size, or much older than them, they don’t identify with what it is that they’re looking at. I mean, people are very visual, so if you can envision yourself in the same position, then you’re more apt to think, ‘Oh, yeah, I’d totally wear that, because I’m like that girl.'” I look forward to continuing my work with the talented Jessica Biffi and Addition Elle.

Note: Jessica’s quotes are from her interview with plus size model blog Judgement of Paris.

Our models Melissa and Cathy wearing Jessica Biffi for Addition Elle and MXM

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One Response to “Celebrate Your Curves”

  1. Julie Says:

    Absolutely fantastic. I hope Jessica has a long and successful career. We need more people like here in the fashion industry.


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