Addition Elle and Jessica Biffi Continue Successful Collaboration for Fall
2010

New 'Jessica Biffi for Addition Elle' collection launches at Fashion Parties September 13th

MONTREAL, Aug. 26 /CNW/ - Design is all in the details where Canadian designer, Jessica Biffi, is concerned. Her special enhancements on shoulders, necklines and sleeves are the hallmarks that contribute to what is known as 'signature Biffi'. This distinctive philosophy is clearly evident in the new fall capsule collection Biffi has designed for plus size retailer, Addition Elle, a follow-up collaboration to the extremely successful spring collection which sold out quickly both at the store level and online.

For fall, 2010, Biffi salutes all things military from modern-day flight suits to stylized Napoleon-era uniforms, and adds edgy little touches of detailing on shoulders and sleeves to stay in tune with current runway trends. The theme plays out in a variety of ways, particularly in the colour palette which parades fabulous jewel shades of royal purple, emerald green, 'army' green (an olive/khaki hue) and basic black. Hardware accents and foil details in prints are in gold - another standard that is easily recognizable as a Jessica Biffi 'original'.

"There is a little more structure in this collection," explains Biffi. "The focus is on layering to create a complete look by using skinny jeans (or leggings) in combination with a jacket worn over a tunic - easy pieces to pull together and ones that draw the eye over the body to create length and flatter the frame. I've played with different textures to generate - a unique jacquard print; fabulous rayon/spandex jersey, and a lightweight cotton fabric. Prints are bold and imaginative from abstract and geometric to a digitalized play on army camouflage. This season's collection is also a little sexier with necklines ranging from a deep 'V' to scoop neck or loosely cowled - all in a very feminine way."

Biffi identifies key pieces and 'must haves' as:

    
    -   The jumper: Wear with leggings for a casual look or dressed up with
        heels and opaque tights for an 'after five' look; the built-in belt
        is detachable

    -   The 2-in-1 blazer: A versatile jacket (army green jacquard print)
        that converts from an above-the-hip blazer to a cropped version - two
        different looks in one. Styling imitates the classic Hussar uniform
        from Napoleonic times, with multi-gold buttons on the front and
        sleeves
    

"We are extremely pleased to be working with Jessica once again this season," says Kerry Mitchell, president, Addition Elle. "She has a really perceptive understanding of our customers' needs, and is able to work these considerations into every item she designs. The incredible reaction we received from the spring collection shows that this is a collaboration that works extremely well and a 'win-win' situation for everyone."

Biffi helps to kick off the new capsule collection by appearing at customer fashion parties at select Addition Elle stores across Canada:

September 14: Toronto (Yonge & Temperance Street); September 15: Calgary (Market Mall), and September 16: Edmonton (South Edmonton Common)

Other locations holding fashion parties include: Langley, BC, September 14th; Montreal (Ste. Catherine Street), September 15th, and St. John's, Nfld. (Stavanger) on September 16th.

A division of Reitmans (Canada) Limited, Addition Elle fashions can be purchased in-store or online at additionelle.com.

/NOTE TO PHOTO EDITORS: A photo accompanying this release is available at http://photos.newswire.ca. Images are free to accredited members of the media/

For further information: Celia Love, 905-513-1889 (direct), 416-464-7534 (cell), E-mail: [email protected]