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22 September 2010

On the side of real women


The cancellation of Elena Mirò from the official calendar of Italy’s Camera Nazionale della Moda (National Chamber of Italian Fashion) has resulted in a wave of online protests and messages of support. Indeed, numerous online communities and social networks have been inundated with comments from the vast public of “softer-sized” ladies (as well as women who do not form part of this category) expressing their anger and shock at such a turn of events.

Elena Mirò has responded to this exclusion with dignity and style and, without seeking to create a stir, decided to hold a show yesterday (22 September) in an exclusive Milan location (the well-known “Teuliè” military school). Over 2000 people were in attendance, including special guests Piero Chiambretti, Afef, Barbara D’Urso, Sergio Muniz, Mara Maionchi and Elio of the group “Elio e le storie tese”.

35% of Italian women wear a size 46 or larger, falling into the soft, healthy and radiant conception of femininity with which Elena Mirò is synonymous. And it is with such women in mind that Elena Mirò has decided to consolidate its positive philosophy and brand values with an important new project.

Elena Mirò is announcing its first Online International Casting for “softer-sized” models, an ambitious new project targeted at girls from all over the world with the objective of encouraging the aspirations of those that identify with the principles of the brand, and promoting a conception of femininity synonymous with physical and mental wellbeing.

The casting will take place on a new website specially launched for the project, and will be overseen by Elena Mirò via the Ciao Magre agency, the first Italian agency for plus-size models. The chosen girls will become the new faces of Elena Mirò (for photo shoots, fashion shows, events) as well as the other 4 Miroglio Group labels specialising in plus sizes.

The selection process will focus on three different sizes:
- Size 44: bust 96 cm, waist 76 cm, hips 102 cm
- Size 46: bust 100 cm, waist 78 cm, hips 106 cm
- Size 48: bust 104 cm, waist 82 cm, hips 110 cm

With this new project, Elena Mirò confirms its wish to be the true reference point for “real” women across the world and to represent the perfect union between Italian style and comfort.