Evans: Real Women Real Shapes

High Street clothing store Evans has launched a new shape campaign with the help of four amateur models. The chain, which stocks sizes 14 to 32 items, spent three months scouring the UK in a bid to find the next big plus size model. Evans teamed up with major modelling agency, Models 1, to find the perfect ambassadors for the brand. Aspiring models entered the contest online or by visiting stores across the country under the strict condition that they were a minimum of a size 14.

Explaining the label’s ethos Fiona Ross, Evans brand director said, ‘Every one of us has a unique figure and we will help curvy women to identify, shop and dress for fabulous shape and unbeatable confidence.’

Last year Evans conducted a survey of 5,000 women, prompting it to come up with a new way of labeling allowing consumers to choose a garment depending on whether they are Busty, a Pear, an Apple or an Hourglass shape, while still choosing the relevant size for the first time. The survey revealed that most women who turned out to be Hourglass actually thought they were a Pear or an Apple, thus failing to make the most of their figure. Each shape is represented by one of the four models chosen by Evans to represent the brand.

As a result, Evans have trained their staff across their 300 stores so they can help identify a woman’s shape and guide her to clothes that fit and flatter.

Love Niamh x


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