Jessica Biffi designs plus size fashion collection for Addition Elle

MONTREAL, March 1 /CNW/ - Jessica Biffi, recognized as a talented new designer and rising star on the Canadian fashion scene, has teamed up with national plus size retailer, Addition Elle, to design a spectacular capsule collection for spring, 2010.

Set to be launched at a media event on Wednesday, March 31st (5:30pm), 2010, at LG Fashion Week, the new 'Jessica Biffi for Addition Elle' capsule collection will be available April 1st at 26 select stores across Canada including online (www.additionelle.com). There's already a buzz of anticipation growing as customers catch the hype on the corporate blog (http://blog.1-plus.com) where Jessica is featured regularly as a guest blogger.

Aged 26, born and raised in Guelph, Ontario, Jessica 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.

"I am so excited with this plus size collection for Addition Elle," says Jessica Biffi. "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."

"We are thrilled to have Jessica design for our customers," says Kerry Mitchell, President of Addition Elle. "With her experience on Project Runway Canada and retail background in the plus size segment of the fashion industry, we are confident that the 'Jessica Biffi for Addition Elle' capsule collection will appeal to our broad consumer base. Jessica has her own unique interpretation of what contemporary style is all about - fresh, original, and fashion forward."

A division of Reitmans Canada, Addition Elle's mission is to celebrate the "body confidence" of its plus-sized shoppers with an exciting array of contemporary and classic fashions featured in its 130 locations across Canada. In addition to superb collections of work and weekend styles, Addition Elle carries a beautiful selection of intimate apparel, sleepwear, outerwear and accessories designed to address all of its customers' lifestyle needs. 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: Media contact: Celia Love, [phone] or [phone], [email protected]