It is no longer news that the Fashion Industry Has a Plus-Size Problem. Plus-size women represent 68% of shoppers, and yet for each of these individuals below, there’s little attention and representation for this category of women in the market.
Ojoma Idegwu also experienced a “cultural shock” when she moved to the UK from Abuja, Nigeria over a decade ago. She realized that the plus size women and size bodies, in general, were heavily marginalized and this led her to birth her brand “Dear Curves”
Shopping as a plus-size woman was a nightmare and she resolved to make her outfits which helped her through this challenge. Now, She’s relieving other women of the challenge with her fashion brand for plus-size women, named Dear Curves.
After decades of being underrepresented in fashion, the plus-size apparel market is thriving. But while the expansion of the fashion industry beyond skinny models has been well documented, we hear less about the impact that African women have contributed to changing so-called global beauty standards.
With Dear Curves, Nigerian Fashion Designer, Ojoma Idegwu is redefining and Expanding the global beauty standards. Dearcurves is the go-to brand for contemporary, minimalistic plus-size women’s wear. Renowned for its quarterly creation of capsule range, Dearcurves wholly embodies quality and continues to reinvent the plus-size silhouette.
The brand’s signature aesthetic is the creative integration of carefully sourced premium fabrics in perfect harmony with traditional African-inspired wax prints. Dearcurves has been well received and worn by award-winning artist Jazmine Sullivan, oscar-nominated actress Gabourey Sidibe and featured in the US hit tv series Empire.
Dearcurves has been featured in several publications such as Vogue, Elle, Forbes, Huffington Post, Marie Claire, Redbook, The Guardian, and Ok magazine!
Click Here to listen to Ojoma Idegwu as she speaks on expanding beauty Standards: https://bbc.in/3FMHW69
Source: BBC News Africa
e: BBC News Africa