Mango launches plus-size line Violeta by Mango

The Spanish fashion retailer is to debut a new plus-size line, Violeta by Mango, in early 2014. The range, dubbed a ‘youthful fashion collection’ will come in sizes 12 to 24.

It will launch online in the UK on January 15 and in store in its seven largest markets: France, Germany, Italy, the Netherlands, Turkey, Russia and Spain.

The star of the campaign is Australian plus size model, the statuesque 6ft 2″ Robyn Lawley (though admittedly only her pert derrière is visible in this teaser shot) who also boasts her own line of swimwear.

READ Daria Werbowy for Mango

Lawley spoke to the Daily Mail last week on the set of a shoot with Rankin for her agency, MILK Management. “I am the perfect shape for plus-size modelling. I don’t feel any pressure to lose weight as I’ve been this size for years now and I don’t want to change or diet,” she said, “I enjoy exercising and being able to eat foods I like.”

However, she does believe that the plus-size industry is a double-edged sword as on the one hand “there are some opportunities I wouldn’t have had otherwise. But there are also less jobs available, particularly in mainstream and high-end fashion.”

Aimed squarely at a “modern and demanding woman who wants to feel attractive, sexy and fashionable,” the 400-piece Violeta collection has been designed to feel “comfortable, feminine and modern.”

According to the brand, technical pattern details were paramount and to this end, it assembled a crack team of “up to 40 experts in various disciplines.” In addition to the initial 400 garment launch, the line will be an ongoing concern with new products being added every month.

Lawley is in good company: the current face of Mango is Daria Werbowy and previous faces of the brand have included actresses Scarlett Johansson, Penélope Cruz and Diane Kruger and supermodels Kate Moss, Naomi Campbell, Claudia Schiffer and Miranda Kerr .

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Posted on December 10, 2013, in #international, #retail. Bookmark the permalink. Leave a comment.

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