‘Jessica Biffi for Addition Elle’ is set launch at a media event on Wednesday, March 31st (5:30pm), 2010, at LG Fashion Week,. The capsule collection will be available April 1st at 26 select stores across Canada including online (www.additionelle.com). The anticipation and buzz is growing as consumers are excited to see what the new line will offer.
Jessica Biffi who is 26 years old was born and raised in Guelph, Ontario. She honed her fashion design talents as a student in the fashion programme at Ryerson University, graduating in 2006 and then working as a visual merchandiser at the Addition Elle flagship store in Toronto. This retail experience and having the opportunity to connect first hand with customers has given Jessica a unique perspective on the fashion wants and needs of women size 14 and over.
When asked how she feels about this opportunity, her reply was:
“I am so excited with this plus size collection for Addition Elle. “After all, plus size women are no different from anyone else in wanting to buy fabulous fashion, and this opportunity has given me the chance to give customers what they are looking for. I’ve used colour, proportion, and feminine draping with pleats and touches of tailoring as the basis for the collection. It’s contemporary, with sophisticated styling, clean simple lines, pops of brilliant colour; gold detailing and embellishments, and a phoenix-inspired graphic feather print to add interest and depth. Silhouettes include dresses, tunics, and a super sophisticated trench coat in brilliant red.”