14th March 2017
I AM CONFIDENT
I AM STRONG
I AM BEAUTIFUL
I AM WHATEVER I WANT TO BE AND I AM PROUD OF WHO I AM!
Wouldn’t it be nice if we could all say this and truly mean every word? At Proportion London, we believe now is that time. We appreciate that women come in all shapes and sizes, and thanks to a wave of influential fashion trailblazers, we are finally leaving the stigma of being a plus size behind our curvaceous behinds!
A revelation for American Vogue magazine, for the first time ever, they recently featured a plus size model (Ashley Graham) on the front cover. Graham, along with several other high profile female role models who exude a vibrant energy and body confident attitude, pave the way to break fashion’s obsession with the ultra-thin, believing it’s outdated and downright dangerous in the 21st century.
In retail, the game is slowly changing too, with forward thinking brands such as Selfridges advocating a variety of diverse body shapes. Their recent Body Studio launch was promoted through a refreshingly real campaign that bore testament to inclusivity through some striking and thought provoking imagery. Even Barbie has jumped on the bandwagon, bringing in a shapelier version of her former (and might we add, physically impossible) tall, slim, iconic form to reflect a more accessible beauty. And we love her for it!
Promoting nothing more and nothing less than a healthy body image and optimistic attitude, we at Proportion London are joining this movement by embracing the same confidence through a series of female mannequins which celebrate a strong and positive woman, who regardless of size is still considered beautiful. Our IAM range represents real women and real bodies - bold, sexy and unapologetic.
Our IAM collection fills a gap in the market, where overall, larger sized clothing is sold in non-fashion retail surroundings and very few well sculpted and proportioned mannequins are available. Given that the average female dress size is above a UK 14 and the market is worth in excess of £5billion (according to The Telegraph) it feels like a huge opportunity missed by retailers who are savvy in so many other commercially viable areas. We strongly believe that the same fashion experience should be available to all, no-matter what dress size, and we know that IAM can help make that happen.
IAM has been designed to showcase everything from slim-fit jeans and casual wear, to evening attire and lingerie. The range supports a UK size 14 and consists of three confident, poised, yet feminine poses, all of which are available with an abstract featureless head and can be adapted by our team to suit the various retail environments of our clients.
So, let’s dust those shoulders off, stand with confidence and simply say, I AM!