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Adele – A Down To Earth Celebrity With Plus Size Style

I happened to catch a little of Jonathan Ross’ new chat show on ITV on Saturday, it was exactly the same format as he had on the BBC albeit with a slightly more robust and expensive looking set design! His three guests were Sarah Jessica Parker, Lewis Hamilton and Adele. I didn’t see the interview with Sarah Jessica Parker as I tuned in (such an old fashioned expression!) too late. She did look glamorous but appeared to have extra hair and teeth, and dare I say it very thin, and bear in mind that TV cameras make you look about 10lbs heavier than you actually are. I don’t know a lot about Ms Parker as I never watched her TV Series “Sex in the city” so I can’t really comment further.

Lewis Hamilton seemed like a nice chap but God the interview was shallow and a bit boring, couldn’t “Wossy” have asked him a more probing question or two other than his driving habits when he is in the company of his celebrity girlfriend? Well maybe not, maybe their lives are not that interesting….

The third guest was Adele and what an impression she made! She was like a breath of fresh air. Adele looks to be a size 16 or 18 and she is tall. She was simply dressed in a black velvet dress that suited her perfectly, it was stylish and understated and she made it look glamorous. She combined this simple dress with her big hair and large false eyelashes a la Dusty Springfield to create a powerful but feminine look. Importantly the dress was the correct size for her. She hadn’t tried to pour herself into a size smaller and as result she looked wonderful, to the extent I’m guessing at her dress size. It is amazing how many women think they have to squeeze into a small dress to look small. In actual fact all that does is make them look bigger. One of the key factors key to dressing well if you are a plus sized woman, is to wear the correct size so the item of clothing flows as opposed to being very tight.

Adele might now be a celebrity and according to “Wossy” “Huge in the States” but it doesn’t appear to have affected her too much at all. She was very down to earth, no airs and graces, no celeb simpering or fawning, just honest with a “take me as you find me attitude” an infectious laugh and sense of humour to match. Quite a change from the glitzy, smiley dolly birds we normally see on these sort of television shows. It’s so good to see an honest “projection” of a personality on TV, if that wasn’t her real personality then she is a fine actress.

Mr. Ross did ask Adele a real question or two about her song writing and it was clear she is an artist feeding on her emotions for her artistic output, I’m not convinced we get to see too many of these kinds of artist on television today. More often than not we see “manufactured acts” solely geared to generate money for a record company, ultimately they are a short shelf life product. Adele appears to be the opposite, she is natural, a real musician with soul, who likes performing but doesn’t like touring, such a pleasant change from the female “singers” we normally see promoting an album. She went on to sing and unsurprisingly sounded fabulous. I look forward to hearing her new material and hope that she continues with her successful career for many years, she is truly a rare talent in a sea of mediocrity.

Joanna – Vida Moda | Designer Clothes For Curvy Women

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Hattie Said "Don't Dress Quietly!"

Hattie Jacques said “Don’t dress quietly to minimise your size”

I recently read the authorised biography of Hattie Jacques in which she reportedly said she had no idea what her statistics were. She could not buy clothes to fit her off-the-peg and employed a dressmaker to make all her clothes. In later life she managed to find a shop in New York that catered for outsize ladies where she shopped regularly. Apparently she received regular letters from women asking to buy her old clothes from her as they couldn’t find clothes to fit them. It just seems outrageous that such a large proportion of Customers was completely ignored by the fashion industry. Although ladies statistics are increasing globally at the moment, back in the 50s, 60s, 70s and 80s there must have been a sizable population of women that just were not catered for.

Hattie Said "Don't Dress Quietly!"

Hattie reportedly said

“don’t dress quietly, just to minimise your size. If you are big, you are going to look big anyway. And if you have a colourful personality, then for heaven’s sake play up to it.”

Well said Hattie!! That’s exactly our philosophy at Vida Moda. Hattie thought it was difficult to be fat and feminine at the same time. I think the clothing industry in Britain has moved on since then but it has been very slow and has along way to go. It is easy to understand why someone like Hattie was made to feel that way. In my opinion she was a beautiful woman who did dress femininely in beautiful silks and velvets but the majority of women would not have been able to afford a dressmaker.

While things have changed and progress has been made it is still challenging to find beautiful clothes if you are large and that’s why I opened a shop online, to give women like me the opportunity to have some “designer” choice!


Excerpt taken from “Hattie” The Authorised biography of Hattie Jacques by Andy Merriman ©2007

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"Big Sexy" plus size reality TV show

A “Big Sexy” Date For Your Diary

"Big Sexy" plus size reality TV showOn August 30th TLC channel launches a new reality TV show which follows the lives of five plus size ladies trying to break into the fashion industry. The objective is for the five belles (all New Yorkers) to alter the preconceptions of the size obsessed fashion world, challenge stereotypes and make plus size sexiness more mainstream. The show is also balanced with a look into the their personal lives and examines their relationships as plus size women.
At this stage of course it’s impossible to comment on the show as I’ve not seen it yet, but I am interested to see whether it will go anywhere near to achieving it’s objectives and to reading your opinions. Even if it doesn’t, well done to those ladies and the programme executives for taking on the challenge.


Don’t forget it is the last few days of the summer sale at Vida Moda – If you are a “curvy bird” we’ve got a designer bargain for you! – Click Here to view our sale items.

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Does Dress Size Matter?

Does Dress Size Matter?

A recent survey using three-dimensional computerised body scanners of more than 11,000 volunteers aged 16 to 95 (male and female) found that the typical British woman is 5’4.5” tall and weighs 143.5 lbs. The average bust size is 38.5”, the typical waist is 34” and average hip size is 40.5”. Researchers at the London College of Fashion concluded that 38% of women are overweight and 12% are underweight. Although British women have become heavier in the last 50 years, we still have a way to go to catch up with American women.

The study was supported by the Dept. of Trade and Industry and retailers including John Lewis, M&S and House of Fraser. Shops that have been using the data have found a fall in the number of returned clothes and some have made adjustments to the size labeling of their clothes. This explains a lot. I have often looked at slim women and judged them to be a size 10 to 12 only for them to declare they are a size 0 – what is that? No such size ever existed before. Or likewise, judging someone to be a size 18 to 20 for them to declare themselves a size 14 to 16.

Manufacturer and retailer sizing systems vary and the only reliable way of finding your size is to know your measurements and trust that the labeling accurately reflects the garment’s dimensions. Generally, many of us tend to stick with brands whose fit and sizing we trust in relation to our own size and shape although the sizing may not strictly fall within the calibration for the generic size 12, 14, 16, 18…….. Of course, we all quote our size according to the most flattering sizing system.

So what happens when you are out shopping and you are between sizes when you find something you like. Do you buy the smaller size and promise yourself you’ll lose a couple of pounds and fit into it? Or do you buy the bigger size? I’d love to know! Add a comment with your view and share it.

At Vida Moda I take care to measure the clothes we stock because each brand is different and their designers interpret sizes differently. We publish the measures and size interpretations for each of the brands we carry so you can buy with confidence. I also comment on the general fit of each brand in our sizing guide.

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Are Leather Trousers Strictly For The Young?

I read with some interest in today’s “Femail” Janet Street-Porter’s view that leather trousers should not be worn by the over 40s.


She describes Mary Portas’s legs as looking like “badly packed black puddings”. Well then, this begs the question: at what age should one wear leather trousers? Is there a statutory age?
Surely, age does not come into this. Any item of clothing can look wrong on any person of any age if not worn with the right combination, not suited to the body shape, a poor fit or inferior quality fabric.


Mary has got it right. The leather trousers are part of the package and her look is actually very stylish and dynamic. Elle McPherson, Sharon Stone and Carol Vorderman also look fabulous in their leather trousers. They wouldn’t look so good in knee length polyester pleated skirts, twin sets, American tan tights and sensible shoes (to perpetuate the age stereotyping). It’s all about making the most of what you have and projecting an image that you’re comfortable with, whatever your age or indeed shape.

That’s what we are doing with Vida Moda, we are aiming to give larger women a better choice of clothing, shouldn’t we have the same opportunity to dress stylishly?


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Having It All? – Hilary Devey – Telegraph comment

I read with interest yesterday’s Telegraph article in which new Dragon’s Den member Hilary Devey comments “women can never have it all – it’s how God breeds us”. This is actually something I’ve been pondering a lot recently. I was born in the 60s, grew up in the 70s and have never questioned the assumption that women can have it all. The feminist movement, socialist politics and general optimism of those eras really did inspire girls to see their lives as full of unlimited possibilities, which to an extent they were.

I attended a large comprehensive girls school in central London where despite being a single sex school, almost all subjects were available to study. Suddenly the prospect of university education for working class girls was a reality and no longer was the prospect of a House wife’s life considered the norm. However, now in my late 40’s I sadly have to admit that Hilary may be right. Having worked full time all of my adult life, been in a long term relationship and having children I now realise that I haven’t been able to climb to the heights that I expected I would. When it comes down to it, the ultimate responsibility for childcare rests with me and quite honestly that feels right. I never had any ambition to be a career mum and certainly don’t consider myself to be a helicopter mother but childcare is always the first consideration both in terms of how I juggle my time, the employment I take and the salary I accept.

My own parents both worked full time and I remember mum working all day in one factory, rushing home to give us four kids and Dad our tea, then rushing off to work in another factory at night. She did all the shopping, housework, everything. I remember being ill and mum taking me to school and telling me not to tell anyone I felt ill because she had to work. That’s the way it was then and I’m sure mum never felt she had it all – she was too busy and knackered to stop and think of anything like that.
I am a lot more fortunate than she was in many ways and can’t say my life has anything like the slog hers had, but it is extremely difficult trying to carry on working because I enjoy it and achieving anything like what I could have if I didn’t have to spread myself around so much. Of course it’s easier (logistically) for women who are in high paid jobs because they can afford the Nanny, Cleaner, Personal Assistant but is it really about that either?

I can remember being sent to school holiday clubs because mum worked and absolutely hating it, being envious of friends whose mum’s didn’t work and were with them during school holidays. I remember school friends who used to go home for lunch because mum was there to cook for them and sometimes I’d go with them – it was lovely. That’s why I really want to be with my children during school holidays, after school, when they’re ill. Actually I enjoy being with my children and feel that they’re my greatest achievement.

I don’t know if Hilary is right in believing that mother’s feel this way because it’s the way God breeds us. For myself it could be my own childhood experiences or it could be genetics but I suspect it may be a combination of both. Certainly I feel at the age of 48 I am heading for burn out in trying to achieve it all and rather disappointed that it appears to be impossible but I would still encourage young women to try. What do you think? Add a comment reflecting your opinion!

Joanna Davis

Vida Moda | Designer Fashion for Curvy Women Size 16 to 24 | 50% off Summer Sale Now On!

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Plus Size Off White and Brown Tunic Top perfect for a night out on holiday

Tops to Wear on Holiday….

No doubt you are all thinking about holidays, I am too but the weather seems to have deserted us here in Cambridgeshire, though I did see reports on Twitter of sunshine in Cornwall today! So you may be thinking of heading to sunnier climates. Of course, that does bring into question the choice of what to wear! If you are like me you will look through your full wardrobe and find nothing suitable to wear on holiday this year. You explain this to your other half – there is always good value to be had in watching their eyeballs head north in disbelief!

So it is time to do some shopping. Being sensible I mentally tick off three types of top that I might need.

1: Travel.
2: Relaxing – casual.
3: Dinner out.

Below are three tops from niche European designers that fall into this category and they are all suitable for “Curvy” ladies.

1. Bitte Kai Rand Black Top Scoop Neck with Cap Sleeves. Sale price £17.00 (From Vida Moda)

Plus Size Black Top with cap sleeves and fine rib texture

Black Top for travelling

This black scoop neck cap sleeved top is perfect for travel. It is a cotton, viscose and lycra mix which makes it very comfortable to wear. It and has a very fine rib texture so it doesn’t look like a tee shirt. It is stylish and versatile. Prefect for travel and still looks fresh at the end of your journey! Also available in White and cream. It also looks fabulous with our Linen trousers or skirts.

2. Heteroclite Red Scoop Neck Top with 3/4 Length Sleeves. Sale Price £26.00 (From Vida Moda)

Plus Size Red Scoop Neck Top with 3/4 length Sleeves

Red Top for relaxing or seeing the sites...!

This top is my favourite, I love it’s colour, so vibrant, so summer! This is a great top for relaxing or sightseeing. It has an open weave which is perfect to allow your body to breathe. Made from 77% cotton mix that is very comfortable and available in size 16 to size 22.

3. Anathea by Parakian Off White and Brown Handkerchief Tunic Top. Sale Price £67.00 (From Vida Moda)

Plus Size Off White and Brown Tunic Top perfect for a night out on holiday

Perfect for going out to dinner on holiday!

This top is perfect for an evening out, it makes quite a statement and is very stylish. It is light and comfortable to wear, perfect for a late dinner with wine on a terrace somewhere!

These are my holiday selections this week, I hope you like them!


Vida Moda | Designer Fashion for Curvy Women Size 16 to 24 | 50% off Summer Sale Now On!

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Get ready for your beach holiday with Vida Moda!

Holiday time!

“At last”, we all gasp. It’s finally the long awaited School holidays. We look forward to them as the beginning of a well earned break from the panic to make sure all uniforms are laundered and ready for daily wear, sports kits available for those last minute declarations of “it’s football practice today” just as you’re getting in the car, the nagging to get everyone out of bed, breakfasted and dressed ready to leave on time and of course the daily trek to school followed by the car park war.

Get ready for your beach holiday with Vida Moda!

You know it’s going to be round two, in reverse later in the day. A chance to recharge your energy and forget about those daily deadlines to get everyone where they need to be at the right time. The euphoria doesn’t last long as soon the boredom sets in and there doesn’t seem to be anything to do or anywhere to go that doesn’t cost a fortune. The annual family holiday is an exciting prospect and of course having spent a fortune on what you hope is a guaranteed fun packed break, you are in charge of the holiday wardrobes. More expense as everyone has grown out of or worn out last year’s must have casual fashions.

At Vida Moda we’re offering up to 50% off our summer collection of timeless, must have summer chic. Linen trousers for travel, day wear and elegant evening wear. Loose vibrant tunics are must haves for day or evening and keep you cool. Feminine, light dresses make you look and feel radiant. Pretty and lightweight waterfall cardigans for those cooler evenings when you’re savouring the end of a perfect day outside your favourite beach side Bistro. Isn’t it time to slow down and think about you now?

Vida Moda | Designer Fashion for Curvy Women Size 16 to 24

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