Size matters: CHER’17 debut plus-size collection
“Let your not at all unnecessary seductive pounds dance, jingle and shine in spite of everyone,” says the heroine Sasha Zaritskaya, who became the face of the capsule and took part in its development.
The Ukrainian mass market brand CHER’17 presented its debut plus-size collection, inspired and co-authored by Alexandra Zaritskaya, the frontwoman of the KAZKA band. At the same time, he presented a body-positive video “For the Gorgeous” featuring Sasha and other girls who speak frankly and humorously about prejudice against curvy forms. And, of course, they show off their “not at all extra seductive pounds” in looks from CHER’17 x KAZKA.
The commercial was created by the creative agency DRAMA QUEEN. The video was created by tvlab production studio, and its peculiarity is that it was shot on 9:16 format film. As the creators of the video note, they wanted to touch a nerve with gorgeous girls and really inspire them to enjoy and be proud of their shapes. The text and plot of the video are inspired by conversations with Sasha Zaritskaya about her relationship with her body, which is full of contradictions and impermanence.
As for the collection itself, the idea to expand the size range of CHER’17 has been brewing for a long time, and there was a request from customers. But it was her meeting with Sasha Zaritskaya that inspired the brand’s co-founder Tatiana Parfilieva to get down to business and finally bring the idea to life:
“I met Sasha at a mutual friend’s birthday party. I really liked her outfit and asked her where she buys her clothes. In response, I heard that this is the biggest pain for plus-size girls, and we were unstoppable… In the end, we decided to make a full collection in sizes from L to 3XL, taking into account all the subtleties and peculiarities of the fit of these things,” says Tatiana Parfilieva.
From the very beginning, the CHER’17 x KAZKA collection was conceived as a capsule collection to cover the demand for everyday basic looks, as well as to diversify the looks with sporty and elegant items. The collection includes 14 models in total: sweaters, masculine shirts, bodysuits, satin skirts, romantic dresses, coats, tracksuits and lingerie. All of them can be easily combined with each other and allow you to experiment, depending on the event and mood.
Interestingly, Sasha Zaritskaya did a great job not only in the role of the muse, but also took a direct part in the development of the models, guided by her own experience and wardrobe challenges of a plus-size girl:
“I’ve been dreaming about this for years! And finally, I can share with you my own vision of casual plus-size clothing, which was created in collaboration with the cool Ukrainian brand CHER’17 and the incredible Tanya Parfilieva. The collection combines cool silhouettes that emphasize shapes, favorite trends, bright elements and all my experience, because I know exactly how difficult it is for girls with non-standard sizes to choose clothes. I am happy that together with CHER’17 we can help girls to be confident and like themselves at any weight. It’s so important to feel beautiful and remember that each of us is one in a billion!” says Sasha Zaritska.
Models from the CHER’17 x KAZKA collection are already available
on the website
and offline in the brand’s store network.
Photo: Alyona Timchenko
