Size Doesn’t Matter

Angelenos will be told that “Style is not a size, it’s an attitude,” in a new campaign for plus-size clothing marketer Marina Rinaldi, which will open a store on Rodeo Drive in October.
A new national print campaign will be backed by outdoor ads along Sunset Boulevard, as well as print ads in Los Angeles magazine, Where LA, and Beverly Hills 213 and local buys in national publications such Vanity Fair and In Style.
Rather than the more conventional print work that has been used to sell the brand abroad, the new campaign via New York shop Dente & Cristina features stark black-and-white photos of stuntwoman Amanda Boggs flying through the air. The ads (one is shown here) are meant to show women breaking the rules of fashion, demonstrating that style is a state of mind and that women of all sizes can soar in the fashion world. The fall/winter campaign will be backed by an estimated $500,000. –Sloane Lucas