The City saw a fashion show of a bigger kind at Lido Mall with the launch of the ‘aLL Festive Collection 2007’. Acronym for a little larger, aLL is Pantaloon Retail’s store for larger body frames. No high heeled, waif waisted, deadpan models, but the store’s very own smiling plus-sized customers sashayed down the ramp in  trendy apparel amidst neon lights, pulsating music and flashing cameras.

Says Durai Raja, Marketing Manager of aLL, “Both the store and the show embody Pantaloon’s philosophy of ‘fresh fashion’.

With aLL, there is now an established brand for this customer segment.” Comprising formal, casual, ethnic and party wear for both men and women, the festive collection begins at size 38 for women and 44 for men.

Customers have a wide array of options in top and bottom wear in terms of fabric, prints, patterns and fits.

Accessories like belts, wallets, stoles and jewellery complete the chic look. All participants unanimously decreed that strutting their stuff on the ramp was a liberating experience.

Gushes Reema Noronha, “I feel big and fabulous and no lesser than a model! ” Speaking of the store, she says “its a very good concept. Earlier, I had to travel abroad to shop for clothes my size. The garments here are well tailored and I really like the patterns.”  Says Ajith Samuel, another participant, “the show has helped me shed my inhibitions. And in these clothes, I don’t feel conscious about my weight .” 

At the end of the half hour show, fashion didn’t just get bigger, it got more confident and comfortable.