The pros and pluses of real women

MANILA, Philippines - The media portrays the ideal woman as someone who can fit into a size two dress. That means that women who actually eat on a regular, three-times-a-day basis will have to settle for less than the ideal. And yet, the reality is that while most women are not fashion models, many enjoy choosing and wearing fashionable clothing given half the chance. On July 22 at 7 p.m., the Maxine and Solita brands will be featured at a fashion show dubbed “Real Women on Ice” to showcase the pros and pluses of being a real woman at the Ice Vodka Bar, Level 3, Greenbelt 3, Ayala Center, Makati City.

The Maxine and Solita are devoted to serving the needs of plus-size women with a sense of style and strong self-worth. According to entrepreneur Shirley Syliangco-Enriquez, “In a world that promotes impossible beauty ideals, Maxine and Solita hold on to what is real.”

And what is the reality? Few clothing stores provide women of size 12 and above a viable choice in terms of design, color and fit. The few who cater to large women often offer staid, horribly disfiguring clothes that look more like tents than clothes. Instead of flattering the figure, most designers of clothes for extravagant women strive to camouflage it.

“That made me sad,” Shirley reminisces as she looks back on her first few years in the retail business. “Why should you be made to feel bad about yourself just because you’re not movie-star slim? How many of us really are, honestly?”

Fashion should not be limited to those with a 24-inch waistline, which is more the exception than the rule.

“I think it’s about time women like me were are given choices, at least in terms of wardrobe,” says Angel Dy, one of the earliest customers of Maxine. “It’s good to know that Maxine’s around. I feel like Maxine has given us a voice.”

And many “real” women feel the same way. This “forgotten” market — actually the most likely to go for fashionable wear and afford it on a regular basis — is often made up of career women, mothers, and more mature women. The stores have an entire lineup of information drives, events and activities specifically designed for their adopted market. This devotion to the customer’s welfare is something many retailers don’t have so Maxine’s and Solita’s plus-size sisters have a lot to look forward to.

Being the focus of her creative instincts and fashion sense has brought Shirley and this market segment together, as the business expansion shows. Maxine has two branches at Landmark Department stores, 16 branches at SM department stores and a stand-alone boutique located at the ground floor of TriNoma Mall in Quezon City.

Solita, an offshoot of Maxine, can be found at the third floor of the SM North Edsa Main Building.

The fashion show, “Real Women,” is produced by RPA & Communicate. It is directed by Edu Espiritu and sponsored by Jones Lang La Salle Leechiu, Play of Wood, Manny O Wines, Vodka Ice, Vodka Cruisers, and Ice Vodka Bar.