Tommy Hilfiger Plus Size

A woman's best friends

It's easy to miss the new store for plus-size women's clothing that opened recently in the Migdalei Tel Aviv shopping mall. But not because the shop is hidden in a distant corner of the mall; it is one of the first stores one sees when entering. Rather, it's because the storefront provides no hint of what it offers: not in the sign that says "Marilyn" in large letters, next to a picture, sketched in a few curved lines, of a purple dress hung on a black hanger, and not in the emaciated white mannequins of the type common in most boutique windows.

The store's owners, Dikla and Micha Fuchs, 31 and 32, admitted that the choice of mannequins stemmed from the lack of any alternative.

"We couldn't find fuller mannequins anywhere," Dikla said. "We were told they are available in Germany, but then we learned we'd have to order a huge amount, 1,000, to get the order cleared. The only ones around are those designers use."

They are aware of the problems this causes in attracting the attention of their desired customers, but according to Micha, buyers in any case come to the store on purpose, "not by accident or by the way."

In their husbands' wake

This may also explain the boutique's simple, matter-of-fact design. A huge photo of New York City's Times Square covers the front, and the names of the city's most famous streets are hung over shelves throughout the store. The absence of the tempting, eye-popping signs of luxury that usually characterize fashion boutiques also hints that the store's purpose is to serve the needs of women who are largely ignored by the fashion industry rather than to fulfill the aesthetic whims of women who already have full closets.

"The store is named after Marilyn Monroe," Dikla said, adding that for some reason, no one understands the idea behind the name. "And none of the customers believes me when I tell them that she wore a size 14."

It is easy to see why women today find it hard to believe that the ideal of feminine beauty half a century ago was a woman brimming with health, and thus included a broader range of shapes than it does today. Nowadays, women fall into one of two categories: the extremely skinny and all the rest, who in the best case make it into the relatively new label of full-figured and curvaceous.

The idea of opening the boutique stemmed from Micha's experience with Tall Man, a store he launched in Israel five years ago. Originally aimed at tall, thin men, the range of clothing broadened over time to provide solutions for men who wore large sizes.

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