Three bloggers specializing in fashion and lifestyle guidance for plus-size women announced in the past month that they are launching new ventures in the apparel category:
- Gabi Gregg, who blogs under the name Gabifresh, licensed Playful Promises for a range of plus-size lingerie that debuts this month at retailers including Forever 21, Nordstrom, and Simply Be, as well as online. The deal builds on Gregg’s past collaborations, including five collections (to date) of plus-size swimwear with Swimsuitsforall.
- Nicolette Mason paired with Gregg for a new clothing brand called Premme, sold only online at launch time. Mason, a columnist for Marie Claire as well as a blogger, has been involved with a number of other collaborations, including with companies such as Addition Elle and Modcloth.
- Tanesha Awasthi, whose fashion and lifestyle blog is called Girl With Curves, teamed with Dia & Co. for a 13-item capsule apparel collection. Dia & Co. is a subscription and styling service tailored to plus-size consumers. Awasthi introduced her first branded clothing item on her website in 2013.
These influencers, who are all advocates and positive role models for plus-size women, seem to be a perfect fit for licensing deals and collaborations within this historically underserved but recently expanding slice of the women’s apparel industry. Other properties that have lent their names and design expertise to this segment within the past two to three years include actresses, reality stars, models, magazines, and designers.
To find out more about how licensing in the plus-size market has been evolving since 2015, read our previous posts “Apparel for All,” published January 19, 2015, and “Body-Positive Products,” published May 16, 2016.
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