An old Lane Bryant ad, via the Copyranter.

Prepare for a Chanel-inspired stampede. This autumn, Saks Fifth Avenue will become the first major US retailer to stock plus-sized clothing from all of its high fashion brands.

Goods from Alexander McQueen, Dolce & Gabbana, Fendi, Oscar de la Renta, Valentino, and yes, Chanel, will soon be available up to size 14, with some brands extending to size 20. And rather than being segregated into a different section, plus-sized garments will be displayed on the same rails as straight-sized stock on Saks’ high-end third floor.

It’s astonishing that something so obvious, lucrative and longed-for could take this long. The plus-size clothing sector is worth $27 billion globally, according to data from New York-based buying firm Global Purchasing Group.

That’s partly due to prevailing health trends, but also a result of increasingly arbitrary sizing—the US doesn’t have any clothing size regulations, so a woman who wears a size 8-10 at a mainstream store might find that McQueen thinks she’s a 12 or 14.

The customers who will flock to Saks are likely to be established professionals with money to spend, a group thus far underserved by luxury fashion.

Saks will stock one of each size in most items until executives gauge the success of the expanded size offering. Our prediction? Sell-outs, wait lists, and advance orders galore.

Thinking even bigger, this could lead other stores to adopt size-neutral buying policies, and could even mean the end of one-size-only model booking. Can’t you just see catwalks where the models truly reflect the consumer base? In our heads, at least, it looks beautiful.

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Hopefully Alice doesn’t fall down any rabbit holes

Temperley London’s sister line, ALICE by Temperley, is one of the latest fashion brands to take over New York’s favorite weekend getaway. The affordable line has a boutique in East Hampton, where they will kick off the Where’s ALICE bike tour this weekend.

When we first heard about this bike tour, we were a bit worried it would involve us biking around in 90 degree heat. Thankfully, the bikes will only be ridden by various “guest riders”–girls in ALICE by Temperley looks, handing us frozen treats from People’s Pops and collecting raffle entries for a $1000 ALICE wardrobe. Phew.

Wondering how you’ll find the bike?

To take advantage of this cute idea, you’ll need, in addition to a place to stay in the Hamptons, a twitter account. @who_is_alice will tweet the official location of their bike riding girls every Friday. Even better, if you spot the bike and tweetpic it, you’ll receive a 10% discount and a free gift (while supplies last) at the East Hampton boutique.

The bike will be rolling through East Hampton, Southampton and Montauk every weekend until Labor Day, when the raffle winner will be announced.

If anyone wants to offer up their Hamptons pad one of these weekends so we can frolic and eat popsicles together, hit us up.

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Tamara Rosenthal, executive director of brand marketing at New York-based flash sales site ideeli, has worked everywhere from Lacoste to Ferragamo in marketing to Vogue in advertising to…A Small World. That’s right–the branding veteran’s most recent position was figuring out a branding strategy for the niche social networking site.

Now, she’s doing the same at ideeli, bringing years of retail and publishing experience along for the ride.

We recently sat down with Rosenthal to discuss ideeli’s present, its future, and why she’s happy she got into online marketing earlier than most.

Fashionista: First off, let’s talk about your role at ideeli, and how you got there.
Tamara Rosenthal: I’ve been in the fashion and marketing space some time. Prior to joining ideeli, I was at a A Small World–are you familiar with it?

Yep, I’m actually a member! It’s a good place to find sources when you’re reporting out longer stories.
Yes, well, it’s a great concept. But it’s very exclusive–that’s it’s reason for being, so it’s hard to grow a business that wants to stay small. Before that, I was the VP of marketing for Lacoste USA, I worked at Vogue on the publishing side for a while, and previous to that I worked at Ferragamo in marketing. I got my MBA from Columbia.

And what made you decide to come to ideeli?
My role here is to forge the brand identity, figure out our brand promise, the look and feel of the site, the voice. I also handle social media, public relations, and partnerships with other companies. Basically, my job is to craft and define the brand, and I work very closely with the merchandising team to make sure that the offers we have going work with the brand.

Are you happy that you go into marketing for the web early on in the game? It feels like most fashion brands were really scared of the whole thing no more than a year ago. Yes, I’m extremely happy that I did. When I left Lacoste, I could tell some people thought it was a risky move. But I realized this where everything is heading. Of course brick and mortar is extremely valid and it’s here to stay forever, but there’s so much happening with e-commerce. However, I think the principals I learned from publishing and brick and mortar have given me an amazing foundation. Those entering the workforce shouldn’t be afraid to start their careers there.

There are so many flash sale sites right now. What are ideeli’s differentiators? Well, we’re a warm and engaging brand. We’re fun–and we try to be very relevant to our consumers and how the site fits in their lives. We do a lot of trend sales. So, if a trend this summer is safari, we’ll do commerce and editorial around safari-inspired products. Over Memorial Day weekend we did a Sex and the City 2 themed sale, with different products complementing each character’s style. The trend sales are a big way we are different from the others.

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FASHION PHOTO STUDIO SEEKS HAIR/MAKEUP ARTISIT - ON-GOING WORK
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