|Profile| PRiMAALA Part 1

Being plus size my entire life, I remember a time when finding clothes was near impossible.  That is if you didn’t want to look like a lady in her mid 50s that liked to garden and look like her outfit could be used as a circus tent on the weekends.  Things were limited, not cute and everywhere you looked, everything was the same as what you already had in your sad closet.  Well ladies, I hope you’ve noticed things have changed!  Plus size retailers are becoming more popular, fashions are actually on trend, and there are finally independent plus size boutiques opening up!  

I am proud to be the first to introduce you to PRiMAALA, a new Toronto boutique, catering to the more fashion conscience 14+ consumer.  This sleek and sophisticated shop is helmed by Rachel Holt.  A smart tastemaker and business savvy Rachel, was tired of searching everywhere but here for the fashions she wanted to wear.  Deciding to do something about that, PRiMAALA was created.  

I’ve known Rachel for a very long time.  As a student of Ryerson’s Fashion Design program, I lent a hand to her research for her 4th year thesis collection (no shocker, it was a plus size collection, which is a rare thing to see on the Ryerson runway).  We have worked together and have been long time friends.  Ever since I’ve known Rachel, the idea of her own store was always what she “did”.  She used every frustrating shopping experience to build the vision of her future store in her mind’s eye.  A self made entrepreneur, Rachel has done this all herself, something that not many 28 year olds can say.  

The name PRiMAALA comes from the combination of the word prime and the Hebrew word maala, which means to “rise up”.  A direct translation if you will, high end luxury for the plus size woman.  This concept can be seen throughout the entire boutique.  The once extension of the fine jewelers next door, has been completely revamped to embody an intimate and luxurious shopping experience.  European charm is fused with a modern elegance that is both beautiful and inviting.  The clean open concept is easy to shop, but welcomes you to take your time.  

Everything has been thought of here.  Rachel has taken every effort to personalize the PRiMAALA treatment.  When shoppers enter, they are greeted by the soft sent of the hand selected essential oil candles, a refreshing custom made bevy and a merchandise line up to love.  Focusing more on contemporary luxury, with a emphasis on local and international lines, Rachel has opted to introduce some covet worthy brands into her shop.  Collections range from Eileen Fisher, Carmakoma and James Jeans, to name a few.  With everything from shapewear to outerwear, it is one stop shopping.  PRiMAALA also carries Opelle bags and other Canadian accessory brands, featuring pieces that have been sized with the plus size woman in mind.

tuxedo jacket, lace top, jeans - all Carmakoma | tank top - Niki Biki | accessories - Frug

dress - Comfy USA | leggings - Svelte | purse - Opelle | earrings - Frug

I was so excited when Rachel let me check out the shop early!  Not everything was in yet, and some finishing touches where still under way, but I managed to play dress up all the same.  I pulled a few of my favourite pieces, to create a few looks that I think express different styles, but are all great for the upcoming season.  Rachel has always had a great eye for style, and after shopping her racks it’s simple to see why this is a perfect fit for her.  

top and pant - Carmakoma | purse - Opelle | sweater - Lisa Todd | skirt - Comfy USA | accessories - Frug

Located at 803 Dundas Street, West, PRiMAALA officially opens it’s doors on March 7th.  If you are interested in keeping up to date with PRiMAALA, please check it out on Facebook, Twitter and Instagram (Rachel has been busy making the store a reality, so there may not be the much information there yet...but there is more to come!).

|Preview| Addition Elle Summer 2014

On Wednesday I had the chance to check out the Summer 2014 previews for both Addition Elle and Smart Set at Brill Communications. It was one of the coldest days this winter, but everything that Addition Elle and Smart Set had to offer, was definitely the opposite. I’m desperately over this winter and seeing what I could be wearing, made me long for warmer days.

I have to say that Addition Elle has come a long way. As a customer since the age of 14, a former employee and once designer for the company (I designed two capsule collections for the brand in 2010), it’s nice to see AE finally expand and grow into the more trend focused and contemporary side of plus.

The preview ranged from denim to activewear to lingerie. There was a strong 70s luxe Bohemian vibe throughout the main collection. Sheer, gauzy fabrics, earthy tones and tans as an anchor. The silhouette spanned from flowing maxi dresses, sheer peasant tops, high waisted wide leg denim, to a playful modern take on the jumpsuit. There was even a shorteralls (short overalls) and a denim romper! All true to the California surfer girl attitude the collection drew inspiration from. Keeping with the denim focus, designer lines return after huge popularity in previous seasons. Justin Timberlake’s co-designed line William Rast is back again, starting April 12th. Featuring more than just jeans the line also includes tops to compete the look. And keep a eye out for new lines to be added this summer.

Some of the pieces I’m really looking forward to are the slinky joggers and all-way vest. The joggers are a nice take way from the season’s top trends and a super versatile piece for day to night. A step further on this trend is the pajama pant, which I was very pleased to see in refreshing colourful prints. The vest was a piece I was so intrigued by that I just had to try it on. With small buttons and button holes for multi wears, it is a great piece that you can wear any way you like. AE’s newest activewear line Nola, also got a boost of colour and a fashionable update. Feminine punches of coral bring contrast to the base of black, which is common in activewear. The technology of the fabric is also something that has taken a step in the right direction, offering moisture wicking (the fibers pull moisture away from you so it keeps you drier. The fabric nerd in me couldn’t resist). And the nice thing about these pieces is that they don’t just say gym. Playing off the sportswear vibe for spring/summer, you could incorporate these pieces into your wardrobe, and not just your gym bag. Obviously being plus size, I was more interested in the wears from AE, but Smart Set’s sleek styles could not be ignored. I loved the way they played with soft touches of colour against a black and white backdrop. Keeping in line with the upcoming trends, there are some key pieces that I plan on incorporating into my own looks to come. The midi skirt is a look I’m very into for spring/summer. With a play on the pencil skirt, but in a mid length, knit fabric it is an easy piece to dress up or pair down. I’m also really feeling the sportswear influence that gives a chic edge to work-ready pieces. Lots of inspiration here, and ideas to use when shopping in the future. A big thank you to Addition Elle, Smart Set and Brill Communications for having us.