Plus-size brand, City Chic opens in Pretoria

Offering the voluptuous South African woman a glam fashion experience from size 14 up, the brand has carved a niche in the local market by offering curvy women the latest styles and trends in cuts that are flattering on the fuller figure.

"We've been overwhelmed by the positive reactions from South African shoppers to our ranges since opening in Sandton City," says Richard Mudie, country GM of the Specialty Fashion Group. "The local market had been waiting for a brand such as this to arrive and fill a much-needed gap in the local fashion industry. We've got a plan to open stores nationally and the new store in Pretoria, plus the third store we will be launching in Rosebank in July, is part of our journey to bring glamorous plus-size couture to the entire country."

The new Menlyn store has a high street 'New York' loft experience with digital footage showing the latest figure flattering trends. The secret behind range lies in the quality materials, flattering cuts and dazzling designs that make women feel fabulous. Whether it's the 'Booty' cut jean (designed specifically for the local market) that first pulls women in or its range of exquisite lingerie (available in sizes not usually catered for in South Africa), the brand offers fuller figured women an original shopping experience.

New collections include Chicago, Enchante, Forbidden, Royal Winter and Imperial Palace, boasting winter styles that are perfectly on trend, with the Aztec prints seen on the runways and bold colours (royal blue, red and gold) currently taking the fashion world by storm. There is a range that caters for every occasion - from everyday street and fashion wear to work wear, evening dresses and striking accessories.

Top tips to dressing curves

1. Embrace your curves; there is nothing sexier than a confident woman.
   
2. Fitted styles that give you shape are always better than baggy clothing. Baggy styles can make you look bigger than you are.
   
3. Emphasise or belt your waist. Your waist or just above is usually a woman's narrowest point. It shows natural balance between your hips and shoulders/bust and makes your legs look longer, creating a taller, slimmer look.
   
4. Use detail to emphasis the parts you love. This helps to draw attention to the parts you love and away from the parts you do not.
   
5. Print works well to disguise. Print does wonders to disguise the less loved bits. You will not know what is fabric and what is flesh.
   
6. Clever use of colour can do wonders to slim your look. Many women are caught in the 'black trap' thinking it makes them look slimmer. Wearing colour in styles that suit you can enhance your complexion and draw attention to the parts you love.
   
7. If you are well blessed in the bust area, avoid wearing high cut necklines. Wearing V-neck and scoop necklines give your face space and cuts your bust in half.
   
8. ¾ lengths make your hips look wider and legs look shorter. Rather wear your lengths above on or just below the knee.
   
9. Avoid wearing your tops, blouses and jackets too long. Women often wear tops, blouses and jackets that are too long in an attempt to cover their bums, tums and hips. Rather wear shapely blouses in shorter lengths (either above or just below your widest point).
   
10. If you are bottom heavy, wear bootleg or wide-leg trousers and jeans for balance. Very skinny styles will make your widest point look wider.
    

Source: City Chic www.citychic.co.za and Tracy Gold www.tracygold.co.za.