Forever New ambassador Amelia Stubbs at the new standalone curve store at Highpoint,in Melbourne.Credit:Chris Hopkins
On Thursday,Forever New launched its first standalone Curve store at Highpoint,in Melbourne’s north-west,as it continues to roll out its new curve range in stores,Myer concessions and online.
The example highlights the debate around how to cater to curve women,who are generally defined as size 14 and up. Many of them love fashion but have had torturous experiences in a retail industry that,historically,has largely excluded them.
Mackenzie said the curve range took 12 months to develop,and is very clear that it’s not just an “expanded size offering” but has its own styles while still keeping with the Forever New aesthetic,which is feminine,functional and fun.
A model wearing Forever New (centre) walks in a pop-up runway at Melbourne Fashion Week.Credit:Getty Images
“There are a lot of[brands] who say they do curve,they’ll even use bigger models but they’re not curve. It’s a 16 or 18 off a main range style,” said Ms Mackenzie,adding that Forever New was one of the first retailers to go up to size 18 in its main line.
Model Robyn Lawley,pictured during Melbourne Fashion Week,has championed curve fashion.Credit:Getty Images
“It’s a mistake in the industry that people think you can just grade up a style. But our research says you can’t do that.”