B.B.W-s speak up

Press, 2 September 1980, Page 16

B.B.W-s speak up

By

ROSALEEN McCARROLL

‘Fully dimensional women’ have a forceful advocate in Carole Shaw. Her magazine is a refreshing addition to our overseas ‘glossies.’

America’s big women are sick of being treated as second class citizens by the fashion industry. The 25 million women in this country who are size 16 or - larger realise they have got a lot of political and economic (not to mention physical) clout. Enough to overthrow a government, boost an economy and certainly enough to reform the fashion industry. The focus of their attack is “Big Beautiful Woman,” a glossy, bimonthly fashion magazine for the “fully dimensional woman.” Ultra fashionable clothes are displayed on big, glamorous models about size 18|. (Size 9 here translates to size 12 in New Zealand so 18$ is a big gal). As editor and founder is a Beverly Hills antique shop owner, 43-year-old Carole Shaw, who has no experience in publishing but a lifetime of experience in unsuccessful dieting. Now at peace with her sft 7in 2001 b frame, she believes lots of other women have reached the same detente with the bathroom scales. Calling the over-size-16 field the “only growth area in women’s fashion,” Ms Shaw said she had no trouble getting advertising or financial backing for her magazine which had an initial press run of 75,000. Cover price, $2 in North America. Desirability does NOT stop at size 18, she announces firmly in her initial policy statement. (Her capitals.) “Are you any smarter if you wear a size 8 dress? Is your basic character any more worth while if you’re 1201 b rather than 220-plus? Will the world applaud you in ten years time if you forgo that piece of cake?” she wants to know. .../■ . • . Once the big beautiful woman (BBW) stops apologising and accepts herself she will make waves, says Ms Shaw. To

help, the magazine has an “I’m as Mad as Hell” coupon to fill out and send to any businesses which fail to treat BBWs properly. “Wear red, wear green, wear purple,” urges statuesque Sibella in fiery red. Too often BBWs settle for black, gray or brown because it makes them look slimmer. “What’s looking five pounds lighter in gray

compared, with looking five times more glamorous in red," she asks. An article on Victorian jewellery urges BBWs to splurge on baubles that would drown the “slenderella set.” There is practical advice on airline seat widths and more promised on the best autos and restaurants for big people. There’s a BBW shopping directory and interviews and stories from successful BBWs. One, a woman banker says the hallmark of a successful woman is a fine mind and if the “body is starved then so is the mind.” BBWs have delivered their ultimatum, They are sick of being limited to flowered mumus, stretch polyester and that. “perennial mother-of-the-bride look.”

And no doubt things are changing. The Californian Mart, the hub of the garment industry on the West Coast where buyers decide what, will go into the stores, recently held a large-size fashion show. As • the magazine tells it: “Buyers sat with note-

books poised while the, BBWs in the audience sat finishing off their Danishpastries but all were soon whooping their approval as models size 20 to 40 danced down the catwalk in sportswear, dresses,. bathing suits, danceskins, skirts and pants and finally stunning evening wear.” With haute couture designers like Pierre Cardin and Gloria Vanderbilt,

getting in on the act, things are bound to improve for the BBW. And' quite quickly too. More top designers entered the' large size market in the time between the last photography session and when the first issue of the magazine hit the streets. Ms Shaw explains w hy : — “Manufacturers' are beginning to realise we have got quite a lot of. money in ‘our fat little, fists’.” A .