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Mia's column: When is it too late to correct someone?

Mia's column: When is it too late to...


This year, fashion finally had an ah-ha(!) moment that the rest of us figured out back in the last century.

This year, LA Fashion Week held their first ever fashion show catering to women sizes 12 and above. Yes, finally, someone in the fashion industry has realised that woman of all sizes like to wear clothes. WHO KNEW?

The showcase, ‘Haute Curves’, featured flattering and fabulous clothes modeled by real women. Presented by Elite Curves International (ECI), local label, 17 Sundays (a personal favourite at the Mamamia office ever since we began stocking it in the Mamamia shop) was among the only Australian brands to showcase.

It is fantastic to see the fashion industry finally taking some (albeit tiny) high-heeled steps towards portraying women as we really are. Beautiful AND diverse.

Take a look at 17 Sundays on the runway at LA Fashion Week:


Mamamia grabbed 17 Sundays Designer, Claire Primrose about Haute Curves Fashion for a quick chat about new season trends and designing clothes for women larger than size 8. Here’s what she had to say:

What’s the Haute Curves LA Fashion Show all about?

Haute Curves is an event presented by Elite Curves International (ECI) for LA Fashion Week. Haute Curves is a historical event that marked the first plus size fashion show ever held during LA Fashion Week which showcased designers that cater to sizes 12 and above.

What’s been the reaction?

The response has been fantastic so far; our PR agent in NY represented us in LA. She said she was mobbed after the show and felt the range was very well received and was overwhelmed by the response to our showing.


What motivated you to start 17 Sundays?

Nikala and I have spent our careers in various areas of the fashion industry. Starting off in development for major retails and moving in to branded business and eventually branded business development. We created a plus line into Myer in 2007 and developed a similar branded concept for David Jones a few years later. We have always spoken about the opportunity for a niche boutique plus size brand within the Australian market place and have felt strongly about developing the garment offer whilst developing a tribal cultural scene around the brand.

What does the 17 Sundays range offer?

We offer a point of difference. Our garments are made from quality fabrications, yardage printing is designed in-house, our styling is driven from the runways. We also offer connection, through our customer service and our social media and we love hearing and taking on feedback. We just LOVE our customers, we have a larger repeat customer base and we try to look after them as best we can.

To see more from the collection….


 For your chance to WIN one of 5 pieces from the 17 Sundays collection, fill out the form below and sign up to Mamamia Shopping emails to receive more style news, designer interviews and trend tips. Entries close Friday, 9th November 2012.



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