"Goodbye Skinny Girls"

Elena Miro emphasized their message through their many of their advertisements

The phenomena of the plus size industry began in the late 1990’s when the fashion world began to realize and understand the connection between fashion and plus size women. It became evident that this fact could no longer be ignored.

Marina Rinaldi, Spring/Summer 2011

As of today, several brands inlcuding Elena Miro, Anathea, and Marina Rinaldi have all been able to stand out and be recognized as global brands that manage to satisfy the needs of every woman. Each of these brands was able to communicate their brand through strong and coherent ideas. Most of all, they emphasized their desire to bring back the so-called “true woman.” 

Marina Rinaldi was the first brand to introduce the Italian expression “taglia comoda”, replacing the term taglia forte. Over the years, Marina Rinaldi has employed some of the world’s most famous photographers and models in order to bring out the true essence of the brand. 

 Anathea, Spring/Summer 2011

Anathea, just like Elena Miro, used similar communication tools as Marina Rinaldi. It placed beautiful plus size models at the heart of their advertisements in order to make women feel confident and at peace with themselves. Their campaigns were always extremely well done, elegant, and simple at the same time. Their goal was to instantly allow the consumer to reach out and most importantly to associate her curves with the beautiful outfits these brands produced. 

When it comes to their advertisements the curvy woman is portrayed slightly differently in the three brands that are sited above. Marina Rinaldi and Anatea depict their women in a very refined and elegant manner. The advertisements capture the dynamism of the fashion world and the different styles of women. As opposed to Elena Miro, Marina Rinaldi and Anathea focus less on the actual image of the curvy woman. Although they do try to bond with their plus size industry consumers, the advertisements focus mainly on the garments which are always associated to refined materials and sartorial details. Elena Miro focuses mainly on their models. Although their garments are always of high quality, the message they send out is more important. An example of this is the 1997 campaign of Elena Miro which used the slogan “Goodbye Skinny Girls.” This campaigns were driven by a riposte to the fashion world’s neglect of the ‘Mediterranean-shaped woman.’