Saturday 10 May 2014

Fitting the nation

Suddenly a nationwide debate on dress fitting is going on in most Dutch newspapers. What brought this on? Brewery Bavaria, known for handing out promotional dresses in the run-up to soccer tournaments changed it's successful 2010 design from a stretch (one size fits all) dress to a woven (one size fits no one) garment.
The debate started when the owner of a plus size fashion store stepped up for plus size women who felt left out by the sizing. The dress 'fits' women with sizes between 34 and 40 (US 4 to 10). Official comment by the beer company: we think this dress looks best on girls with smaller sizes. O, really?
Then 'smaller' girls with large busts complained about the fit and how the dress was flattening the cleavage. Now we were getting the attention of the male part of the population! Can't have that, ey?
It is interesting to see how the discussion will evolve!

To understand why this is a matter of National Importance you must know that during World Cup tournaments our streets look like this:

and our squares look like this:

So, as you see there is a demand for orange dresses. The 2010 World Cup dress, designed by fashion label SuperTrash could be customized by wearing it as a mini dress or a tunic. Due to a lack of shaping it could be worn with the v-neck on the front or the back.

Needless to say it was not a good look on everyone, but what can you expect from a 'Buy a six pack of beer, get a dress for free' type of dress. Fit? No one seemed to care.

How different will it be with this year's garment:

It's reversible, lined in a flowery Brasilian-type fabric. I'm fearing a lot of girls will get depressed when trying on this dress. Let's hope the discussion will get the message across it's the dress, not their body, that's causing these fit issues.

Luckily there are other options. Like these dresses, designed by three girls from Delft. Selling for 54,95 euro, size range xs to xl.
But I suppose this years winner will be the flag dress, some kind of infinity dress that's basically a flag with two small straps.

Good news for international Foxgloves readers: this design is not just available for Dutchies.
Bad news though for Australian followers. (Does that mean you're as mad??)

Let's hope the discussion results in more awareness about the importance of a good fit and will lead to more creativity!


  1. WOW! That is some very serious supporting for a sports team!!!
    I do like the idea of the flag dress though, would have been much better idea for the beer company.

    1. Has something to do with us never coming to terms with losing World Cup finals in 1974, 1978 and 2010 ;)

  2. That's hilarious! You never would get anything like that with beer in the U.S. Though we do joke about "beer goggles" meaning that someone looks more attractive to you if you've had a few beers, so you're "beer goggles."