Tuesday, January 4, 2011

Style File: "Bring Your Carma" with the Carmakoma Spring/Summer 2011 Line

Denmark Designers Heidie Lykke and Angelica Weiss are the women behind Carmakoma, a plus fashion brand for "style conscious women with a penchant for fashion". Their  new film ”Boost your carma” is a vivid illustration of the tendency that curvy women all over the world no longer will accept the perception that beauty equals skinny. In an aesthetic manner the film breaks with prejudice concerning body image and attitude for women in plus sizes.
The film is created as a visual collage of feelings, states of mind, actions and expressions in a celebration of the curvy woman. Through classical and iconic fashion frames in the characteristic Helmuth Newton style the curvy main character is portrayed as a modern Marilyn Monroe. – A pioneer who is not afraid to use her femininity in her stride forwards. Through an observing and sensual camera posture the film disturbs our perceptions of the beautiful woman and the ideal body and plays on references from the film “the perfect human” by the Danish film maker Jørgen Leth.

”The main character in the film is the curvy woman of today. She feels free in her body, uninhibited by other people’s opinions. With an understated decadence she is playing with the forbidden showing her bold femininity and her urge for life in a sophisticated and extremely sexy manner,” says Heidie Lykke and Angelica Weiss, the two women behind the film and the commitment to its message.

Boost your carma is an answer to the style conscious women with a penchant for fashion. The woman in the film likes challenges and to explore herself. However, she finds calmness and strength from inside. All of these qualities makes her beauty radiate.

”...clothes help maintain a balance between the outer and inner expression. Fashion creates looks with different associations and notions of the personality behind the clothes. Your clothes can support a certain state of mind and a certain mood or atmosphere. That is probably why many women regardless of their size feel more in balance when their clothes reflect their identity and send personal signals to the surroundings. That is the purpose of fashion,” says Heidie Lykke and Angelica Weiss.

For years the two women have worked very passionately to debunk the twisted view on women that great parts of the advertising and fashion world has succeeded to build up. Together they stand behind the fashion company carmakoma that produces catwalk inspired designer wear for women in plus sizes. The main female character in the film is dressed in carmakomas designs.

Check out the video here and let us know what you think!

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