Plus size, tall and short: Russian clothing brands for “non-size” girls Fashion

In general, talking about “non-standard” sizes in 2023 may be ethically dangerous. After all, how many times have they told the world (and the fashion industry in particular) that the division into “normal” and “abnormal” is unhealthy! But here’s the catch: the business requires you to create clothes that will fit – that is, in the most popular sizes. And despite the fact that in reality the most basic M size does not exist (this is for a separate discussion), global brands create lines in more or less identical sizes.

And this means that the vast majority of collections will exclude “atypical” growth and volume. As a result, in the most basic brands of the middle segment, girls with a height of 175 cm to 150 cm and with proportions that are conditionally included in the plus-size category are unlikely to assemble a suitable wardrobe. The situation is rather offensive, but typical. And fortunately not hopelessly.

To begin with, not only consultants, but stylists will help you choose new clothes – so forget forever the delusion that plus-size is supposedly doomed to the same shapeless appearance’a. You just need to choose trousers with the right cut, which disguise the volume in the waist and elongate the legs, add a trendy oversized jacket to them and you will get the perfect combo for every day.

The patterns in each product imply such a “masking” effect, which will make you feel comfortable in any situation and drive away the obsessive thought that all problem areas seem to be visible from a kilometer away.

Brand founder Dasha says: “I’m 180 cm tall. And I personally know what it’s like to take pants or jeans that are a size larger to fit the length and then sew them in at the waist. Or check out the super cool style of pants and understand that their length is calculated for a diameter of 164 cm. Therefore, not all trousers, dresses and capes of the “high-profile” brand look short: the models have relatively wide shoulders, the length of the trousers corresponds to the size, the sleeves do not end at the forearm.

It is not enough to collect a real plus-size wardrobe, it is important to find underwear that suits your figure and does not restrict movement. Elena Arlanova, the creator of the brand, approached the problem and released special chafing shorts (simply a godsend!), “naked” bras that are not visible under clothes at all, super comfortable ribbed bralettes and many other models of underwear that will give you energy , to love your body as much as possible.

Each of the founders of the brand (Masha Fedorova – ex-editor-in-chief of Vogue, Dasha Samkovich – brand I Am Studio, Dilya Khisamova – ex-deputy general director of 12Storeez) ran into the typical standards of the fashion industry, where girls seem to be excluded from shopping . Therefore, the collections here start from size 54 and only then are the patterns adjusted to other sizes. Thus, it turns out that it preserves the form of clothing, which perfectly fits girls with a realistic figure.

Yulia Krylova, the founder of the brand for short fashionistas, faced the flip side of the non-exclusive clothing market – the lack of sizes from the Petite category, which Western manufacturers had already managed to develop. “The main mission of our brand is to enable short girls to shop for clothes and not wear them to the atelier to fit their height,” concludes Yulia. So if this problem is painfully familiar to you, then it can be considered solved with the help of pants, dresses and sweaters of the appropriate length.

The founder of the brand, Maria Pershina, struggled with noticeable weight fluctuations when she lost about 50 kilograms. Therefore, she is familiar with the problem of choosing a wardrobe for different volumes, and it turns out to be common in all situations: even if the clothes fit true to size, they can feel uncomfortable as soon as you gain a little weight. or, on the contrary, throw it away. Thanks to this, Maria created the concept of “honest oversize” and clothing models that adapt to changes in your figure – and remain comfortable.