Joanne Crowe – Curvaliscious - Stand 2648
The women who shop at Western Australia’s four Boutique 88 stores are usually delighted with their purchases. But there are some unhappy customers and the rumbles of discontent are growing.“The problem is sizes,” says the plus-size fashion chain’s founder Joanne Crowe. “We’re getting an increasing number of women, especially in our regional stores, who want smaller ones.”
The seasoned designer and entrepreneur is well aware of the irony. For years, Australian women have been griping about the fashion industry’s concentration on small sizes in a country where the average is 14-16. Now here are women complaining about clothes that are too big!
Of course, the styling is the attraction. Especially, the trendy mix ‘n’ match collections designed by Joanne for her label Curvaliscious – a hot favourite at Boutique 88 – which she launched in April 2009.
“It grew out of customers’ feedback,” says Joanne. “I listened to their needs and complaints, and drew from personal experience. I made my own clothes, ran an alterations business and have worked in retail for 15 years.”
What Joanne knew above all was that her clientele was desperate for flattering, versatile clothes, not the frumpy, ageing garb that usually dominates plus sizes. The Big is Beautiful message will be delivered at Fashion Exposed when Curvaliscious presents a runway show. Joanne Crowe will be among the models.