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NewswireToday - /newswire/ -
London, United Kingdom, 2009/07/03 - Plus size designer Anna Scholz was featured in a July 1, 2009 Daily Telegraph article about the growth of the plus size fashion market. She discussed changing business attitudes toward plus size womenswear as well as her own design philosophy.
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The ethos behind her line is “celebratory rather than apologetic,” Anna tells reporter Bronwyn Cosgrave. Her style is “sexy, funky and directional,” says Anna who always designs a fashionable collection first and then scales it to a size 12-28 figure. “We are not scared of strapless. … Our necklines plunge. And we are not worried about showing off curves. Or a big leg. We don’t cut broader for a bigger bottom. We cut to achieve a slimline look rather than a boxy silhouette.
Indeed, the use of luxury fabrics to create an elongated, elegant silhouette is a hallmark of Anna’s plus size designs and curvy women’s clothing. Crepe jersey pieces skim the curves and fall in graceful folds. Sumptuous double silk caresses the skin. Printed viscose jersey pieces have a surprisingly weighty, expensive look and feel.
Attention to detail and the perfect fit are always a priority with Anna -- herself a former plus size model. Her empire waist and wrap dresses slenderize the plus size figure and emphasize the waist. Knot fronts, cross fronts, and lowered necklines flatter the bust. Expertly placed ruching or gathering details hug and compliment curves. Sheer sleeves or bare shoulders allow just the right amount of reveal and conceal. Anna always incorporates these flattering “tricks” into sexy, contemporary plus size fashions.
Plus size women are clamoring for clothing that is chic and cutting-edge, explains Anna. Not only does Anna Scholz offer silk, cashmere, leather and all of the luxe fabrics that everyone wants, she encourages plus size women to get out of a rut and to enjoy fashion. She recommends that plus size women experiment with different shapes and colours and to really find what suits them personally.
Plus size women are finally getting celebrity role models as well. There is an emerging group of young female stars such as Adele and Beth Ditto, who flaunt their full figures and forge their own daring personal styles. These “fat-shionistas” go for contemporary styling and a reveal-not-conceal ethos. In fact, The Daily Telegraph reports, Beth Ditto (who fronts the electro-pop band The Gossip) is launching her own line for the plus size high street brand Evans. Ditto’s 22-piece collection comes in sizes 14-32 and offers fearlessly short hemlines and bold graphic prints rather than the usual boxy fare.
Anna (annascholz.com) has always maintained that the plus size customer has been too long neglected. She aims to give her customers a positive, supportive shopping experience so that they become loyal, long term customers. “I get hundreds of e-mails from women thanking me because they have finally found nice clothes,” she tells The Daily Telegraph. “If you get them out of their shell, they are extremely grateful.”
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info[.]annascholz.com 
