We hope Founder and CEO Ghizlan Guenez will forgive us for saying so, but when Grazia was the first to catch a glimpse of the launch campaign of The Modist's own label, Layeur, our eyes were drawn to the women first, then the clothes second. Was that a deliberate ploy by The Modist, we wonder? “You know what? Yes, in a way,” Ghizlan reflects, “because Layeur as a label is more than the clothes that we are creating. It is about a community and the diversity of the women who have chosen to dress a certain way.”
She elaborates, “This is not one woman, this is not one size, this is not one colour. This is a woman who is diverse. She is young and older, she is curvy and slim, she is any background and ethnicity. So it was important for us to show the diversity of the women that we speak to in the launch campaign.”
As such, Layeur sizes up to a 24, promoting body positivity and size inclusivity from the very beginning, while addressing another too-often-missed opportunity in luxury fashion. Ghizlan confirms, “One of the women we speak to is also the curvy woman, who probably wants a longer sleeve or a little bit of a flowy silhouette, and so on. She’s always been one of the women we address when we buy across multibrands for The Modist, but there are often limitations there, so it’s important that Layeur caters to the largest sizes that we can offer.” Luxury brands take note.
• Layeur by The Modist is available to shop online at themodist.com