High Street store Evans turns four real women into models for new shape campaign
15:32 GMT, 22 March 2012
High Street store Evans has launched a new shape campaign with the help of four amateur models.
The clothing chain, which stocks sizes 14 to 32 garments and 50H cup bras, spent three months scouring the UK in a bid to find the next Crystal Renn, who became the first plus-sized grace the cover of Vogue last year.
It has now revealed its recruits as university students Kate Eccles, Katy Syme, Jessica Anderson and Amaryliss Hibon.
Evans has revealed its new recruits, from left, as Katy Syme (Peacock print top with embellished neckline 39.50), Jessica Anderson (Purple frill hem tunic 37), Kate Eccles (Blurred floral blouse 35) and Amaryliss Hibon (Fluro tropical print maxi dress 49.50)
All four have taken a break from their academic pursuits after winning the nationwide contest to shoot promotional materials advertising the new range that will be available from the beginning of April.
Evans, which is part of Phllip Green's Arcadia group, worked in conjunction with Models 1 to find the perfect ambassadors for the brand.
Over the years the model agency has represented the likes of Yasmin Le Bon, Linda Evangelista and Twiggy but last summer it launched a new division called Excel-Models1 tapping into the trend for curvier women.
From left: Aztec bandeau maxi dress 45, Teal embellished top 35, Peacock feather tunic 37, Monochrome Aztec maxi dress 45
Aspiring models could enter the contest either online or by visiting stores across the country under the strict condition that they were a minimum of a size 14.
WHAT'S YOUR SHAPE HOW EVANS DEFINES WOMEN'S BODIES
PEAR: Curvaceous hips and bottom, contrasting with smaller bust and shoulders
HOURGLASS: Equally proportioned bust and hips with a waist
APPLE: Softer and fuller middle with slimmer legs and bottom
BUSTY: Voluptuous bust with narrower hips and bottom
Explaining the label's ethos Fiona Ross, Evans brand director said: 'Every one of us has a unique figure and we will help curvy women to identify, shop and dress for fabulous shape and unbeatable confidence.'
Last year Evans conducted a survey of 5,000 women, prompting it to come up with a new way of labelling allowing consumers to choose a
garment depending on whether they are Busty, a Pear, an Apple or an
Hourglass shape, while still choosing the relevant size for the first time.
Kate has been picked as the label's Busty model, Katy has been chosen to represent the Hourglass figure, Jessica will flaunt her Pear shape while Amaryliss will illustrate the Apple shape.
The survey revealed that most women who turned out to be Hourglass actually thought they were a Pear or an Apple, thus failing to make the most of their figure.
All sales assistants in the 300 outlets have now undergone rigorous training so they can help identify a woman’s shape and guide her to clothes that fit and flatter.
As well as starring in Evans’ spring 2012 campaign
the girls have also been awarded with, 1,000 worth of in-store
shopping vouchers and a consultation session with Models 1.
Evans’ spring 2012 collection will be available from April www.evans.co.uk