, , , , ,

 Evans new A/W 2011 collection will be available late this August, with a new mission and a new look. Evans have launched ‘What’s Your Shape’ campaign, which is based on 4 shapes : Pear, Hourglass, Busty, and Apple. Along with identifying the main shapes of the fuller figure, Evans have also created four new cutting blocks based on their customers, and the new A/W collection is specifically grouped into capsule ranges to enhance each body shape. Customers will be given advice on which ‘shape’ they are, and then guided to the pieces which suit as well as fit their curves.

Evans brand director, Fiona Ross says :

Shopping purely by size can be confusing and demoralising, because everyone one of us has a unique figure. It’s more about addressing your shape and finding the best styles to suit. Our research showed many women felt they were being judged on their size, or else they worried people thought they were just fat, or lazy. We want to put the pleasure factor back, promote a positive body confidence message, and help curvy women identify, shop and dress for fabulous shape and confidence.

The ‘What’s Your Shape’ A/W collection will be available in selected stores and online late August. The collection will be available in sizes 14-32 and prices range from £29.50 – £120.

What do you think about Evans new campaign?

Will you be purchasing anything from their new A/W collection?


By : LaCara Kutcherman