Fashion for plus-size women is taking off. Encouraged by the popularity of celebrities with similar physiques, full-figured women are starting to enjoy the indulgence of dressing up in such glamorous plus-size outfits that incorporate the latest trends.
The term "plus size" refers to sizes a little larger than average. Full-figured runway models, who have been gaining support in recent years, particularly in the West, are sometimes called "plus-size models."
Hankyu department store's Umeda Main Store, in Osaka, renewed its large-size clothes shop "Plus" in November last year. Famous for its plump-shaped mannequins, the shop is particularly popular for second-hand imported clothes. Plus-size outfits from overseas, where women are generally bigger than average Japanese, are full of variety in terms of quality and quantity. Plus offers such items for reasonable prices even young women can afford. The renewal, which placed emphasis on introducing new brands, included doubling floor size to cater for direct retail outlets of fashion brands.
Isetan Shinjuku Store in Tokyo, too, completely renovated its plus-size clothes department called Clover Shop. Its strategy for demonstrating a trendy approach includes asking new brands that usually don't manufacture plus-size outfits to provide them exclusively.
Isetan's main department store in Shinjuku will soon introduce a machine that automatically measures body size and shape in five seconds, and offer customers fashion advice to make the most of their figures.
Tokyo-based rental clothes service airCloset, Inc., which operates under a monthly membership system, started a plus-size plan in December last year. Members receive five items of their choice and coordination advice every month for 14,080 yen (tax included). The plan is so popular that a waiting list for the membership exists. People who have difficulty buying clothes in store find the service easy to use, while people who feel confident with fashion also appreciate a fresh point of view.
Kyoto-based mail order company Nissen Holdings Co. opened an online plus-size shop called Alinoma in 2017. Web shop sales have doubled every year in recent years, according to the company. The number of brands that have joined the online shop has increased from 39 at the time of opening to about 150. The latest brands are more enthusiastic than older ones and growing in numbers, the company said.
Plus-size outfits used to combine dull designs with fabrics in black, navy or other "contractive" colors believed to make wearers look slimmer. In recent years, however, more plus-size outfits in bright colors have become available. Apparently, popular items are ones with trendy designs that are no different from those for regular-size women.
"Customers are becoming more and more fashion-conscious. As a result, there are more fashionable products available, and their fashion senses have become keener," a Nissen staff member in charge of Alinoma said.
Behind the success story of plus-size clothes are more opportunities for plus-size entertainers to appear on TV and in advertisements. Most prominent among them is actress Naomi Watanabe, who is being sought after as the face for famous fashion brands.
Thanks to their exposure, "People get to see more plus-size fashion than before," a department store industry representative said. They also have an effect on plus-size women, who used to prefer low-key style, to become more outgoing and bold with their outfits.
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