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24 February 2010

25 years of the soft revolution

The 25th anniversary of Elena Mirò 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 people’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 Mirò launched its first advertising campaigns, revisiting the glamorous iconography of Hollywood divas with the slogan “Ciao Magre!” (“Goodbye Skinny Girls!”), a riposte to the fashion world’s neglect of the “Mediterranean-shaped” 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 “Morbidamente Donna” (“Softly Woman”) exhibition. It was a unique collection that toured the world’s major capital cities, including Madrid, Moscow and Beijing. In 2005 Elena Mirò featured in the official calendar of Milano Moda Donna: a real cultural revolution on the Prêt-à-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 brand’s contribution to “emancipating women from a restrictive concept of beauty”.
These are just a few of the landmarks on the journey which has seen Elena Mirò’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 Mirò has made style and fashion as accessible to “softer-sized” 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 Mirò testimonial) even V magazine – the authoritative bible of new trends – devoted a whole edition to curvy sizes, deliberately choosing to use the same models that Elena Mirò 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 Mirò into completely new territory: in fact, 2010 represents a momentous step for the brand’s wide-reaching new projects. All this simply to underline the powerful attraction that the real world feels for the Elena Mirò collection.