Maxine Brings Sexy Back this Holiday Season
Fashion designer Shirley Enriquez is taking a cue from pop star Justin Timberlake; she’s bringing “sexy back,” only she’s injecting flirty femininity to fashion for full-figured women. Women come in all shapes and sizes and there’s no one who recognizes that more than Enriquez, who recently unveiled some of this season’s standout looks with the Maxine holiday 2006 collection.
The pieces include casual yet chic t-shirts in stretch fabrics and accented with details like sequins, sexy yet understated tops in exquisite fabrics, and flattering denims in styles ranging from Bermuda shorts and capris, to skinny and bootleg-cut jeans that skim all the right curves and minimize imperfections.
Finding the Right Fit
Though her clothes are made for plus-sized women, with the smallest size being a 10 (Asian fit), Enriquez herself is petite and svelte. So, how does she design clothes for a different body type? It’s all about understanding the needs of the market, says the designer, who first made a name with Gayak, a ready-to-wear line for career women which she started in 1990 and sold exclusively at Landmark department store. Says Enriquez, “We had to understand the real needs of our market.
With their body type, for example, it was especially difficult to find jeans that fit just right. We realized that it’s not enough to provide trendy, casual clothes. What’s important is the fit.” In fact, since the Maxine label was launched in 2002 (which evolved from its predecessor, Enriquez’ first plus-sized line Maxi in 1999), the brand has developed a loyal following, particularly when it comes to the denim line.
Celebrity Style
Actress and TV host Janice de Belen, a long time fan of the brand, explains, “Jeans are one of the hardest things to find, especially for curvy women.” That’s why when Enriquez approached her to become the brand’s celebrity endorser for the holiday collection, the actress readily accepted.
As a single working mother to five children, and with her numerous show business commitments, de Belen says that she looks for versatile and comfortable clothing that is tailored and fits well. “I believe fashion is about loving your body, having self confidence and being able to maximize your fullest potential. With Maxine, the full figured woman could come out beautifully and celebrate her individuality.”
Making it Big
Enriquez is proud to be one of the first local designers to see the growing potential in the plus-size market and now, 16 years later, she’s making it big- in more ways than one. Maxine and Maxi have 20 branches in major department stores and by next year, it will open its first stand-alone boutique in the Ayala Trinoma Mall in Quezon City. It will also be adding an accessories line, which will include shoes and bags.
Moreover, Enriquez embraces the role she plays in helping to empower women and re-shape popular attitudes about body image and beauty. “I want to build [women’s] confidence and encourage them to come out and say, ‘I’m beautiful,’” she says and added, “It’s all a matter of believing in oneself and redefining the real essence of beauty. Maxine aims to create a strong positive image for the full-figured Filipina.”
