Luxury & Fashion
Jul 1, 2016
Women with curvy bodies since ever in most of cultures have been a sign of good health. Though these two aspects nowadays are not necessarily interrelated, the tendency of appreciating the natural beauty and feminine curves is clearly seen.
Hundreds of thousands of followers in social network and wide public support for curvy girls start compel many fashion houses revise their policy regarding development, manufacturing and selling of clothes "plus size". Anna Scholz, a well-known brand in the fashion industry, makes women with feminine figures even more attractive.
Paradoxically, but, despite the fact that most of women are not very thin at all, the fashion industry still keeps being oriented to the skinny, forgetting that, according to the data by magazine "Mary Claire", the heavier clients spend on clothes a half times more than thin ones, buying more things during one shopping. In the USA only the plus size clothes market is $ 17 billion per year. Besides, they three times more often are ready to tell about their shopping in social networks, where millions of views and thousands of "likes" are gained by social and advertisement campaigns, the heroines of which are women with regular, not "model", figures.
Today new, or, better, well forgotten old, beauty standards are dictated by models of sizes 44-52. Unlike the previous fashion, the new modern trend teaches loving our bodies the way they are, and taking care of it.
Anna Scholz, the creator of a brand "Anna Scholz" for curvy ladies, knows very well how difficult it can be nowadays for a heavy woman to find beautiful comfortable big size clothes, - she is European size 50 herself. She has always been plump since she was a child, and very early she faced the problem of choosing a wardrobe to her figure. Anna has found quite an original way out – she started to sew clothes herself.
The designer was born in Hamburg, but studied fashion design in London, at St - Martins School of Art and Design, where also studied such designers as Stella McCartney and Alexander McQueen.
Having decided to help her "girlfriends in misfortune", she launched her line, which became popular not only in her homeland, in Germany, but also in other countries of Europe, Asia, and in the USA.
Anna treats her business with thrill, and enthusiastically works on creation of feminine collections. Currently Anna Scholz lives in London, Notting Hill. This city attracts her due to its inhabitants, - many of them are representatives of different cultures, standing out by their manner of dressing out, bringing in much diversity which inspires her to creation of gowns with ethnical elements.
The models by Anna Scholz encourage ladies not to be shy of their femininity, highlighting their silhouettes with the help of décolleté, opaque tops to the figure, transparent blouses, capes of chiffon or lace. In the focus of Anna's collections are tunics, prevailingly, with asymmetric bottom; light blouses; straight long skirts; close-fitting jackets, and luxurious openwork blazers. The only forbidden items are tops with open belly, mini-skirts, and leggings. As far as the colour pallet is concerned, here can be seen anything, starting with black, white, bright red, up to poisonously green.
Anna considers to be erroneous the opinion of that curvy women should necessarily use shoulder pads; - they rather make their figures square. The natural shapes are better than such "lining up" of shoulders and hips. No need to be afraid of strips either – they, to her opinion, won't spoil your look. In her creativity, Anna sticks to a clear credo: no "sacks" on a curvy lady! No need to shamefully hide the luxurious forms.
The brand models are very well thought out, and take into account the specificity of proportions of a heavy feminine figure. All the drawbacks can be visually corrected with the help of correct tailoring, cuts, and thoughtfully chosen accessories, - like this the silhouette will look like harmonic and elegant, enabling the owner of the gown with self-assurance and attracting admiring looks to her skilfully emphasized merits. If the look in the whole is harmonic, its drawbacks would hardly ever be noticed by anyone.
Most of Anna Scholz' clients are middle-aged and older ladies; though, the designer periodically launches collections for youth, - no less vivid, elegant, and feminine.
Having analysed the collection of the fashion house, one can depict their philosophy. As Anna Scholz said in her interview to a fashion channel from Milan, "Love yourselves the way you are! The ideal of beauty does not exist, - each figure is beautiful in its own way. And us, designers, will do our best for you to start loving your figures, too!"
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