The plus-size segment of the apparel category became a strong area of interest for celebrity and fashion licensors in 2014, with designers Isabel Toledo and Lela Rose doing direct-to-retail deals with Lane Bryant, model Ashley Graham designing an exclusive collection for Canadian chain Addition Elle, and blogger Gabi Gregg creating a couple of capsule collections for e-commerce site Swimsuitsforall.
The interest in the larger-sized end of the women’s fashion spectrum continues. But the deals have quickly evolved from focusing on plus sizes only to encompassing the entire range of sizes, from smallest to largest. The upper end of the spectrum often had been excluded from fashion and celebrity deals historically (and from fashion collections in general), with apparel ranges frequently stopping at size 12.
The licensors entering this arena argue that women who wear sizes 14 and up should have the same fashion options as smaller-sized women, rather than being segregated into a separate and unequal “plus size” category.
Examples of recent licensing deals for all-sizes collections include several celebrity initiatives:
- Kelly Osbourne, reality star and daughter of Ozzy Osbourne, pairing with Jupi Corp to debut a ready-to-wear collection on HSN last fall.
- Sophie Simmons, a model, designer, reality star, and daughter of KISS musician Gene Simmons, introducing a 15-item line of party dresses with The Style Club.
- Actress Melissa McCarthy pairing with Sunrise Brands to develop a collection of apparel, along with accessories and health and beauty items.
The definition of “all sizes” varies by deal, with the upper end of Simmons’ range being a size 18, while Osborne’s collection extends to size 24.
The rise of licensing deals in this segment mirrors the relatively recent interest in the category by the fashion industry in general. More designers and brands are starting to launch in-house-produced apparel in larger sizes, either separately or as part of a main collection, with luxury label Michael Kors being one example.
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