The 25th anniversary of Elena MirГІ marks a soft yet deep revolution.Over the years it has traced and often defined the boundaries of new feminine aesthetic sensibility. It has contributed to and enriched peopleвЂ™s perception of what is chic and sexy and has placed personality at centre stage.
The brand was launched in 1985 and opened its first single-brand boutique in 1993. In 1997 Elena MirГІ launched its first advertising campaigns, revisiting the glamorous iconography of Hollywood divas with the slogan вЂњCiao Magre!вЂќ (вЂњGoodbye Skinny Girls!вЂќ), a riposte to the fashion worldвЂ™s neglect of the вЂњMediterranean-shapedвЂќ woman. The following years saw single-brand stores opened in various European cities, including Paris and Madrid, and in 1999 the first Italian modelling agency for plus-sized models was founded. In 2001 dozens of castings were held throughout Italy in search of new models for the agency.
In 2003 international artists were commissioned to create pictures inspired by female shapeliness, eventually culminating in the вЂњMorbidamente DonnaвЂќ (вЂњSoftly WomanвЂќ) exhibition. It was a unique collection that toured the worldвЂ™s major capital cities, including Madrid, Moscow and Beijing. In 2005 Elena MirГІ featured in the official calendar of Milano Moda Donna: a real cultural revolution on the PrГЄt-Г -Porter catwalks, which in 2007 led to Elena Miroglio being awarded the title of Knight of the Italian Republic by President Giorgio Napolitano in recognition of the brandвЂ™s contribution to вЂњemancipating women from a restrictive concept of beautyвЂќ.
These are just a few of the landmarks on the journey which has seen Elena MirГІвЂ™s conception of femininity transcend the limits of a mere brand for plus-sized women to become a synonym for positivity, mental health, harmony and self-confidence.
Above all, Elena MirГІ has made style and fashion as accessible to вЂњsofter-sizedвЂќ women as it is to women of regular form. And it is still a very modern message. After Glamour USA dedicated its cover to Lizzie Miller (Elena MirГІ testimonial) even V magazine вЂ“ the authoritative bible of new trends вЂ“ devoted a whole edition to curvy sizes, deliberately choosing to use the same models that Elena MirГІ had put on the catwalks over the previous years: Crystal Renn, Candice Huffin, Marquita Pring, Michelle Olson, Tara Lynn, captured by some of the biggest names in photography.
It is a world which grows richer in initiatives with every passing moment and which, on the 25th anniversary of the collection, has led Elena MirГІ into completely new territory: in fact, 2010 represents a momentous step for the brandвЂ™s wide-reaching new projects. All this simply to underline the powerful attraction that the real world feels for the Elena MirГІ collection.