Man of Steel

Is there a revolution taking place in the world of fashion? As if in response to recent reports signaling the growing number of overweight Americans, the fashion industry is looking anew at the market for full-figured women's clothing. And even though waifish model Kate Moss will probably never lack for work, a brand-new fashion magazine is touting the allure of women who wear larger-sized clothing.

"Most women are size 12 and up," says Nancy Nadler LeWinter, who, along with partner Julie Lewit-Nirenberg, is launching Mode magazine this month. "We are talking to the majority of the population."

Not only that, Mode also seems to have perfect timing: Even designers as well-known as Versace and Armani have branched out into designs for bigger women. "If you talk to retailers," says Lewit-Nirenberg, "they'll tell you that this is the area in the store that's experiencing the largest growth."

Claiming to be the first fashion magazine for full-figured women, Mode is targeting professional women between the ages of 25 and 49 years old. And--how's this for experience?--Nadler LeWinter and Lewit-Nirenberg were publishers of Esquire and Mirabella, respectively.

"What we're doing is creating an achievable fantasy," enthuses Nadler LeWinter. "We are going to be the fashion bible for women sizes 12 to 24--that's our goal."

Keep your eyes glued to the runways.

This article was originally published in the March 1997 print edition of Entrepreneur with the headline: Man of Steel.