‘Fashion is for one and all’ – this motto of aLL- The Plus Size Store is what makes them work relentlessly to create fashion that is approachable for all. Entrepreneur Mr Hetal Kotak launched aLL to help plus-sized people to wear fashionable clothes with full of confidence. aLL has been changing the game for all the plus size fashionistas since 2005. Other than fashion retail, aLL has been creating a stir and breaking societal stereotypes by showcasing it’s designs with PLUS SIZE models on the fashion runway in the prestigious Lakme Fashion Week. aLL stands ground on its motto of ‘Fashion is for aLL’ on the ramp which was always perceived as a domain for the size zero models.
Hence, Sumit Rajguru from Free Press Journal recently got in touch with CEO of aLL, Mr Hetal Kotak and asked him about motto and other things to launch such a unique fashion brand for plus size people. Excerpts –
Q1. Your motto – ‘Fashion is for all’ is really motivating. How did you come up with this concept?
Fashion is the truest reflection of who you are and what you believe in – irrespective of what size you wear. At aLL – The Plus Size Store, we have always believed that ‘Fashion is for one and all’. We promote body diversity and cater to the people who are big, bold and beautiful so that they get the confidence to flaunt their unique curves & feel comfortable in what they wear!
Q2. In this glam world of fashion which is weight obsessed, what inspired you to get the give the PLUS Size a chance in the prestigious Lakme Fashion Week?
Lakme Fashion week is the most prestigious platform that defines the latest fashion trends in India. Associating with LFW for the plus size fashion show, was a vital step towards achieving our aim to revolutionize Plus Size Fashion & getting the fashion industry to accept inclusive clothing at large.
Q3. What made you choose the common people instead of professionals to walk for your line?
For a long time, the plus sizes have been ignored by fashion retailers and labelled as another breed of shoppers who don’t make the cut for wearing the best fit styles & looking fashionable. We saw the need to represent the world as it really is and celebrate the unhindered spirit of the real people. Hence, we chose real people to walk the ramp instead of professionals to walk for our line.
Q4. Could you talk about your collaboration with ace designer Narendra Kumar for your line?
We were looking for a designer who is an expert in creating high street fashion for our plus sized customers in well-cut styles and we could not think of anyone more befitting than Narendra Kumar. His great sense of style, visionary outlook and design sensibilities aligned perfectly with our expectations.
Q5. How has your experience at the Lakme Fashion Week been and what do you expect from this season?
aLL’s association with Lakme Fashion Week has elevated fashion for plus size individuals to a new level. We have had an amazing response from the previous editions of the show and the industry is warming up to the idea of fuller frames walking the ramp. aLL PRIMERO by Narendra Kumar showcased at Lakme Fashion Week W/F 2018, is made to empower men & women of all sizes. It is a collection that is poised to break societal norms regarding plus size fashion and encourage one to wear fashion on their own terms.
The collection is all set to be a complete breakthrough in the world of plus size fashion as it offers a range that complements one’s personality in the most unabashed manner. The mélange of colour, eccentric prints and silhouettes bring life to the concept.