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The standard of “golden jade mold” in high fashion for oversized men

The standard of "golden jade mold" in high fashion for oversized men

Size diversity in women’s fashion is increasingly popular. From fashion catwalks to prestigious magazines, women are asserting that their body size is completely outside the standards of beauty (if any) and cannot prevent them from owning luxury items. On the contrary, it seems that the journey into the world of high fashion for plus-sized men is still quite thorny.

The standard of “golden jade mold” in high fashion for oversized men

Although the plus size clothing market is estimated to be worth $21.4 billion (2016), growing at 6%, until now, luxury fashion brands are still quite shy with the market. producing large designs and using oversized models for its advertising campaigns.

A long time ago, high fashion was not a welcoming place for oversized customers. Women or men with a body that is not “standard” are often not favored for one reason: being overweight is not healthy and it is not a healthy image to promote.

However, the fashion world in the past two years has witnessed “big size” women like Ashley Graham, Precious Lee or Alva Claire striding the catwalks of prestigious fashion houses Versace, Fendi, and Michael Kors. Besides, media campaigns like #fatbabesinluxury (oversized girls wearing luxury fashion) initiated by Katie Sturino and Nicolette Mason also put a lot of pressure on luxury brands, forcing them to think about the production of larger sizes for clothing.

What about men’s fashion? At Vogue Runway Fall/Winter 2022, only 7 out of 77 menswear brands allowed oversized models to walk the catwalk. Those 7 brands are emerging names such as Kidsuper, Études, Casablanca, Magliano, and Kiko Kostadinov, completely without the shadow of big brands.

In fact, many casting directors have wanted to bring oversized male models to high-end campaigns or shows, but they also point out that it is the lack of size in luxury fashion brands. Such as the lack of demand for plus-size men’s wear is holding back the growth of this segment.

IMG Models President Ivan Bart believes that the strides of plus-size women in the world of luxury fashion should be the premise for men’s fashion.

In 2020, female singer Rihanna’s Savage x Fenty lingerie brand selected plus-size model Steven G (Green) for the brand’s men’s underwear launch campaign. This collection “sold out” in just 12 hours. From her first modeling job for Savage x Fenty, Green then had the opportunity to work with Nike, Adidas, Lululemon, and Daimler…

Zach Miko, the first plus-size model to sign a contract with IMG’s Brawn Division (a company that manages plus-size male models), thinks luxury brands are making the mistake of claiming that there’s not much demand for plus-size men’s fashion. while they themselves have not really tested in the market. “Luxury brands are adopting diversity more slowly than fast fashion brands.” Indeed, H&M or Forever 21 has been producing more plus-size men’s sizes since 2010.

Before the pandemic, Zach Miko had the opportunity to work on a Dolce & Gabbana menswear campaign. He hopes that after that cooperation, many other luxury brands will gradually know him. But Covid hit and “a lot of brands have cut their budget, what’s new is the first cut”.

Even so, the president of IMG still believes in a bright future for Zach as well as other plus-sized male models in the company. “I want to see them become international names and strut their stuff on European catwalks,” he said. Natalie Guzman, co-president and CMO of Savage x Fenty, says social media is helping to generate heated debates on the issue, giving extra-large men a voice and hope for a future. change in the world of luxury fashion.

With pioneering names like Zach Miko or James Corbin – the oversized male model who modeled for Valentino and strutted through Tommy Hilfiger’s 2021 catwalk, the future Ivan mentioned may not be far away.

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