Plus Size Luxury: My Journey with Amour781
Editors note: We invited Ashley Full, co-founder of Amour781, to share their inspiring journey into the world of luxury plus size fashion. Their newly launched online retail brand is specifically designed to meet the needs of the luxury plus size shopper. We thoroughly enjoyed their story and are thrilled to share it with the TCF community!
Experiencing a loss of my fashion identity was a gradual process, rather than an abrupt change. I still vividly recall the day I was searching for a new winter coat after relocating to Chicago, desperately needing something that would provide warmth against the frigid climate.
While browsing the coat department, I encountered immense frustration as I struggled to find a coat that could zip or button comfortably over my chest. The shoulders felt constricting, making it impossible to drive without unzipping the coat. Just when my frustration peaked, a sales associate suggested, “You should probably try upstairs in our Plus Size department.”
Me? Plus Size?
I had always considered a size 14/16 to still be part of the straight size category. Had I genuinely crossed over into plus size territory? As I made my way upstairs, the atmosphere shifted; the lighting seemed dimmer, the carpet dingier, and I felt the weight of judgmental gazes on me as I ascended the escalator. Immediately, I was struck by the stark difference in the selection available. Where were the stylish, goose feather-filled puffer coats I had seen downstairs?
The plus size coats available were far less functional and fashionable than their straight-size counterparts, which left me feeling disappointed and disheartened.
As I explored the plus size department, I was utterly disheartened by the outdated and matronly options presented as “plus size fashion.” As someone who had worked in the fashion industry, I was convinced there had to be something better out there. In my late twenties, I still desired to appear fashionable, cute, and trendy like my peers. However, the search for stylish pieces that aligned with my previous aesthetic in my size proved fruitless.
My wardrobe transformed from a collection of unique, trendy pieces to a monotonous array of black on black. I felt as if I was fading away. Was I truly the only plus size woman yearning to maintain my youthful appearance and take pride in my clothing choices, or was society insisting that I blend into the background by donning oversized floral ponchos and baggy black shirts?
Fast forward a few years (and a few sizes later); the rise of social media has amplified the voices within the plus size movement. I’ve come to realize that there exists a supportive community of women striving to look and feel beautiful while hunting for fashionable clothing that suits them. My research revealed that a remarkable 67% of the population wears a size 14 or above, and they too are seeking luxury plus size fashion options that are not only sustainable but also impeccably fitting, women-owned, and undeniably stylish.
However, despite the growing demand, the luxury segment for plus size fashion remains largely untapped even 15 years later.
Plus size women encompass a diverse range of roles, from CEOs to stay-at-home moms. Unfortunately, they are often overlooked for promotions or opportunities due to their appearance or size. Imagine the positive impact that an improved wardrobe could have on our mental health, career prospects, and overall lifestyle!
With over 20 years of experience in the fashion industry, I embarked on a mission to create a destination where plus size consumers could discover luxurious fashion that meets their high expectations. My goal is to provide timeless pieces that allow individuals to express their unique style without the need to hide.
Defining Plus Size Luxury Fashion
Luxury is characterized by quality, exclusivity, and often a higher price point (which can vary based on personal perception, also known as “girl math”). The plus size demographic has been significantly underserved in this area because many designers either lack the willingness or the knowledge to scale their designs appropriately for larger sizes.
Why is this the case?
A few factors contribute to the limited options in the luxury plus size segment: many designers choose not to create for plus sizes due to perceived financial risks. Some also mistakenly view plus size fashion as less exclusive, which further perpetuates the lack of options.
For instance, brands like Hugo Boss intentionally design their collections to be slim-fitting, effectively catering to a narrow market. Instead of excluding the plus size demographic, we should shift our focus to embrace and prioritize it.
In luxury fashion, the distinction often lies in the finer details—such as embellishments and embroidery. For plus size luxury, it’s the meticulous attention to tiny details and finishes that elevate it above conventional plus size fashion.
The difference lies in the details, much like a piece of art. From a distance, a piece may appear beautiful and captivating, but upon closer inspection, you can appreciate the skilled craftsmanship that contributes to its unique colors and textures. This meticulous attention to detail is what makes a garment truly special.
When we discuss plus size luxury, we are not merely asking for different styles; we seek access to the same high-quality pieces available in straight sizes. Plus size clothing should cater to all ages and body types; designers simply need to make intentional adjustments to ensure a better fit, allowing us to cherish these pieces for years to come.
Driven by patience and determination, it became clear that someone needed to disrupt this market segment. The plus size consumer had been requesting beautifully crafted clothing—pieces that would endure beyond a single season, while remaining sophisticated, colorful, and expertly tailored.
Embarking on My Plus Size Luxury Fashion Journey
After countless discussions with smaller brands that had more control over their production processes, we began to make strides in the plus size luxury market. It’s essential for our designers to not only be willing but also open to learning about the plus size sizing scale.
I emphasize this point because many brands fail to comprehend that an XXL is not the same as a 2X. Most of the brands I initially collaborated with took around a year to perfect their collections before they could enter production. This lengthy process encompasses everything from sourcing materials to creating multiple samples and ensuring proper fit execution—all of which requires time.
Many of these brands operate in-house or within small, ethically-run factories, which contributes to the longer timeline. Hand-beading and hand-embroidery are intricate details that can adorn your new favorite dress or blouse, and they certainly take time to execute.
Collaborating with talented designers who possess a genuine curiosity about creating for plus size consumers is indeed rare. However, designers such as Adriana Contreras, Emily Lovelock, Marie Oliver, Jill McGowan, and Catherine Gee—just to name a few—are paving the way to disrupt the industry alongside AMOUR781.
These designers possess a profound understanding of the female form, enabling them to adapt their designs for the plus size market effectively. They recognize that fit is paramount, followed closely by quality and style.
Amour781 is thrilled to expand our offerings in more sizes. Designers who previously felt comfortable only going up to 3X are now embracing the opportunity to create for sizes 4X and 5X. We have also made significant design advancements. Without compromising the design’s integrity, we incorporate hidden stretch panels in some blouses to accommodate a bit of extra room in the chest, and we add smocking to the back of dresses, providing flexibility since we all come in different shapes and sizes.
