Amsterdam, July 2007

Recently, in the United States and in several European countries, considerable attention has been paid to the necessity for a healthier body image in the world of fashion.

In Spain, agreements have already been made to no longer work with unreal, super skinny models, to only show realistic ladies’ sizes.

For years now, VidaVita has been noticing an increasing demand for adequate sizes and size indications, for fashion that suits the image of a natural body, which fits women as they really are.

With pride, VidaVita will be presenting the new 2008 summer collection at the CPD/Düsseldorf fair and, this in combination with a stunning first VidaVita ‘natural coupe’ (natural cut) : a unique new system of size indication: developed from the expertise and know how built up over the last fifteen years.

Developing maternity-wear collections is all about achieving the best fit for the various stages of pregnancy.

Each and every woman is pregnant in her own way. During pregnancy, mostly more than just the shape of her stomach changes. Contours, and proportions of a silhouette change too. Therefore, an effective adjustment within the usual fashion sizes is needed, with the right emphasis in the right places.

Subtle differences in design
Fashion is expression, not only for pregnant women, for every woman, irrespective of age. We see a strongly increasing interest in Vida Vita collections from women of all age groups.

Evidently, they find exactly what they want in the VidaVita collections. Due to the appeal and impact of the collections, but also because of the subtle differences in design, we are able to provide a natural fit in everybody’s size.

In the fashion industry, generally, a size 38 is designed for, these standard patterns are then enlarged or condensed. This generally used standard size system is based on averages, but what happens in reality?
The largest section of society is not average, and neither extremely fat nor extremely thin. There is also no correlation between age and size. Every woman has her own individual natural proportions, her own figure.

Every woman wants to be herself, both literally and figuratively. VidaVita collections offer the flexibility in sizes, which really makes this possible. How do you make it easy for the public to choose, how can customers find their way in the collections?

In order to make things as easy as possible for the public as well as for the shop assistants VidaVita will be working with ‘natural coupe’ labels starting with the 2008 summer collection. VidaVita’s ‘natural coupe’ labelling uses specific colours and unequivocal symbols to indicate perfectly what fits which figure.
You know your size; you know your figure, you look for your label and find the natural cut which matches your silhouette – simple.

VidaVita/PR Headoffice, Amsterdam
T: +31 (0)20 6693774
E: marloes.vansplunteren@vidavita.nl