No diet stories and no wagging fingers here. Eat chocolate, drink coke and enjoy your life. Love handles are a girl’s best friend. Big girls are sexy and seductive, and to be honest men love girls with chubby curves. So is the message at German fashion magazine Brigitte, which beginning next year will use non-models in all its photo shoots, and at Igedo Company in Düsseldorf, which will unveil a new platform for supersize fashion in womenswear at cpd in Feb. 2010.

Along with the glossy magazine Big is Beautiful, Igedo will eliminate all prejudices against women with curves by collectively establishing a new segment with the same name, “Big is Beautiful.” The new platform will present fashion for women with curves as part of a new universe encompassing clothing, accessories, lingerie, shoes and much more.

Roughly 56% of German women wear size 42 and larger, but manufacturers are already reacting to this development and adapting their collections to meet increasing demand. Color, cut and fabrics are dictated by current fashion trends, as XXL women begin to show their curves with more confidence.

Lifestyle brand S. Oliver, for example, is launching in March 2010 a new collection for big sizes starting from size 44 up to 52. The collection shows six to eight collections a year, based on the philosophy and styling of s. Oliver lifestyle.

One company that is well established in the market of big sizes is the mail order company Happy Size in Frankfurt. It specializes in girls’ fashion and regularly organizes catwalk shows for big sizes. Its “PlusSize Model Contest” even casts about 2,000 girls; the winner of the last competition, 22-year-old student Saskia Grimm, is now regularly booked for professional catwalk shows.

Happy Size offers six mail order catalogs a year and young fashion collections including accessories, shoes, bags and jewelry. It also offers fashion for big men. The mail order catalog “Men Plus” targets young men with fuller bodies and love handles.

—Lisa Dartmann