Evie Foster: Designing to Kiss Your Curves

Evie Foster is truly a renaissance woman and we are lucky to have her in the plus size community. She is a mother, daughter, grandmother, model and designer. Starting her career in the Royal Australian Air Force, she transitioned into modeling and fashion and is now on the cusp of presenting her inaugural fashion line “Empire State of Mind”. She is a woman doing phenomenal things in her life with limited resources but a heart of determination. Evie made time for DVD so we could learn more about her life and we’ve walked away even more inspired...

From Air Force to fashion! That’s quite a transition. Can you tell me how it came about?

I joined the Royal Australian Air Force when I was 21 – trying to find ‘my place’ in the World. I grew up in a single parent family and I don’t really remember [going to a ] University being an option. I started in the workforce when I was 16 and although I wanted to work in fashion, I ended up with a clerical position which shaped the rest of my career. Throughout my life, I have always looked to express my creative side. As a Mum, I would sew my daughter’s clothes and do crafts. In business I would love to do the more creative side of my work. At the age of 35 after moving interstate and spending a few years home with the children, I got a part time job as a night filler in a big department store. I had lost a lot of confidence in myself, in all areas of my life and was not sure I could do much else. I remember being so miserable with myself that I threw out every pretty thing that I owned and wore my husband’s clothes mainly to hide my body. It was around this time, that The Universe brought a beautiful young woman by the name of Kellie Mackie into my life, she was to be the catalyst of what changed my life forever. Kellie owned a modelling and personal development academy called KLM Academy and somehow managed to convince me to take her professional modelling course. I must say at the time, I thought she was crazy, but I did it because I knew it was the first step to possibly finding myself again and the one thing in my life that would be just for me and involve only me. After Kellie transformed me inside and out, I was picked up by one of Australia’s most prestigious modelling agencies, Vivien’s Model Management, as a plus size model. This was the beginning of me seriously wanting to produce my own label.

Did you have inspiration/motivation to enter the fashion world?

When I first started modelling, I was the perfect mix of what the market wanted – bigger but not too big, older but not too old. At 35 years of age, a size 12 (US), and 5’9” my look was in demand but even as small as I was, I would rarely be styled in any of the mainstream labels and the plus size labels just swam on me. The styles were very mature and it was so frustrating to me. It was during this time that I decided, that I wanted to change that. Also my experiences as a plus size woman and consumer motivated me to produce my own designs. I have found it difficult to buy either plus size or mainstream clothing that fits me and that I like and I know there are other women out there just like me. I want to provide beautiful clothes for women that will help them to FEEL beautiful. Classic, fresh, edgy, with a pinch of sexy.

How is the plus-size fashion industry in Austrailia? How does it differ from the U.S.?

The main difference I see is that, in general, my Aussie Sisters do not embrace their curves as much as my U.S. Sisters. For instance, if you were to look at all the photos of Full Figured Fashion Week™, you will not generally see women of that size, dressed like that here. There are a few underlying cultural differences here in Australia. I think some Australians have this mentality where it is not ‘cool’ to be too showy or think too much of yourself. And there is the ugly tall poppy syndrome, where some people feel the need to cut anyone down if they are perceived to be TOO successful. I think it is changing, but we need to WORK at changing that and encouraging each other. There is plenty of room in this market for more labels, each catering to different tastes and flavours. We need more choices – more options. We need to know that when we buy something for a special event there is not going to be someone else there in the same outfit, which I think given out limited choices, this is somewhat of a concern. But fear not, there are more and more plus size designers ‘bringing it’, such as City Chic, Damn You Alexis and Keooula. I am also looking at ways that I may be able to assist O.S. designers in bringing their business to Australia.

Sorry we missed you at the Full Figured Fashion Week™ Show. What can ladies expect to see on your inaugural line? Where will they be able to buy your fashions?

I smile every time I think of launching the Collection and even wearing it myself. Ladies can expect classic, beautiful basics with a little sexy thrown in. The Empire State of Mind Collection will have a strong, simple, clean feel. Fringing and ruffles will be used to give simple designs a touch of femininity and sexy. I love a jumpsuit – cant help myself – so you will definitely see at least one. There will be dress shorts and playsuits. Some key coordinates that you will want to buy 2 of, just in case you will never be able to buy it again! You can expect to wear my designs and not only feel sexy but COMFORTABLE. Comfort and confidence is the key to feeling amazing and we all know that confidence is sexier than any body part or any dress!

I had a little setback just before FFFW and could not attend to carry through and launch my label, but I have been working very hard at re-structuring and re-strategising and am currently looking at a few potential offers of investment and sponsorship, if they are right for me, this will then determine which direction I go in. But regardless of all of that, I hope to launch no later than middle of August 2011 and you will definitely be able to buy online and then eventually I will have a list of stockists that will carry Evie Foster in their boutiques.

How will you be “smashing the stigma attached to the words “PLUS SIZE”?

I know this is a bold statement but one I want to keep aspiring to. I know there are modelling agencies who won’t let their models walk in the same shows as a plus model, there are photographers who won’t shoot plus size fashion or treat it as not a real fashion shoot, there are people in general that treat us differently because we are not a size 8. I remember sitting in the car one day with 2 close friends, one of which was plus size and one a size 8. A song came on the radio ‘Big girls are beautiful’ and my other plus size friend and I were happily singing along and skinny friend says “do you really think he is serious when he sings that? Or do you think he is just singing it to sell songs” She was dead serious, she could not understand how anyone would think that we were beautiful at ‘our size’. There are always going to be these sort of people around, but with more and more designers joining the market and providing beautiful fashion and with more support and education from this amazing community, I think we won’t notice the photographers and the ‘haters’, because we won’t care. I have to say I have struggled with the term plus size and I do try and use curvy where I can but in the end, to me, it is an essential term to use for marketing purposes so that women can find me. We are plus – plus on all levels!

There are staples that every woman should have in her closet i.e. little black dress, tailored blazer, slacks, etc. In your opinion, are there staples that a plus-sized woman should have in her wardrobe?

YES! I am also producing an Evie Foster Essentials Collection, which will consist of 8 pieces and will be available all year round. Long legging, ¾ legging, long singlet top, long length scoop neck T, tube skirt, jumpsuit, wrap vest and a jacket. You will see some LBD’s in the Empire State of Mind Collection and I am investigating some more tailored looks at the moment. I have 2 daughters, one who is 17 and 6’1” and another who is 21 and 5’7” and I am 45 and 5’9” – the 3 of us are all the same size but different body shapes, yet we all wear the same basic pieces over and over again. This has been my education – love it!

Is there anyone in the plus sized community that you admire right now or whose fashions draw your eye?

I don’t even have to think about this one. Gwen DeVoe is without a doubt someone who I admire very much. I cannot fully explain to you how supported I have felt by Gwen and the entire Plus Community in the U.S. I originally had not planned to launch in NY and to start off small here in Australia and maybe one day look at going to the U.S. But that changed as the enormous and amazing plus community, embraced me and continue to do so, on a daily basis. I have had designers, models, stylists, and potential customers from the U.S. consistently contacting me to congratulate me and wish me the best or just simply to say that they love my designs. I cannot tell you how amazing that feels to be encouraged and supported like that by such a community.

Gwen has built and nurtured this Community, day by day, year by year – she brings all of us together as ‘one’. I love her ethics, her tenacity and the way she ‘owned’ my Evie in Manhattan Dress at the opening night – well just stunning! I feel like she has had her hand on my back to support me along my journey – without expecting anything in return. She is definitely someone who inspires me to keep going.

Do you feel that plus-sized woman need to work harder on maintaining a fabulous wardrobe?

I don’t think they necessarily have to work harder but it is harder. Just this week, I have been shopping for a black suit. It really shouldn’t be that hard! It was not a pleasant experience given the limited choices we have here in Australia. I live and work in Brisbane city and with 2 major department stores and a couple of plus size chain stores, I came up with nothing!!!! It is one of the reasons, I love my Essentials Collection, you will be able to get so many different looks from these pieces and then you can change the look from Boho to Classic Chic with simple accessory changes. Love, love, love!

What do you say to plus-sized women who don’t quite have the confidence or “diva” in them? How can they bring it out?

I say “OWN IT” and do it “NOW”. This is a hard question because it has to come from inside the individual and only that individual can change that. After I started modelling, I went back to the Academy where I did my modelling course and I became the office manager and also taught the mature and plus size modelling. I loved it! I taught and guided and encouraged and loved those women into loving and believing in themselves. This is not an easy task when there are outside influences, such as husbands or partners who do not want them to change, parents who have been critical of them as children, and the list goes on. They somehow need to find a way to cut out those outside influences and find that happy place within and embrace it. Believe me, I know this is easier said than done – but it can be done. After I started modelling and as my confidence and self esteem grew, so my marriage disintegrated. Do I regret it? Was it worth it? Yes and yes, because the confident and happy Evie was the authentic Evie and if he truly loved me, he would have embraced that with me.

You say that there is never a dull moment in your daily life. Can you take me through a routine day?

OK my day tomorrow for instance. Up at 5 a.m. shower and dress but not before coffee and quick FB look! Skype meeting with Gwen DeVoe scheduled, as we have not had a catch up since FFFW. 8.30am interview by phone with Plus Talk Radio. Then off to my manufacturer to do some planning and pick up some orders to ship. Ship those orders (yes, I do everything myself – can’t wait for the day when I can enlist some help). Then back to my office for some administration. Sit for 5 minutes and dream of tall, dark and handsome stranger on a white horse (somewhat like the man from Old Spice) riding past and sweeping me off my feet and taking me ‘away’. Wake up from that day dream and cook and eat dinner with my 17 year old daughter, Katey. Then back to the laptop, where I will spend the remainder of the evening answering emails, working on different aspects of my launch.

My life has not been without drama. I sometimes think that I am a crazy person wanting to start my own label, support myself and my family at the same time and keep a roof over our head but I WANT it. Sometimes it is hard to see the light at the end of the tunnel, when things don’t go as planned but when I do get a glimpse of the light, it is enough to pick myself up and dust myself off and keep going. I guess there is no routine day. I wake early, I go to bed late.

I am a daughter, a mother and a grandmother. The past 10 years have seen many changes in my life. I have worked and lived mainly to support my 2 daughters and keep a roof over our heads and food on the table. To all the single mothers out there – I applaud you. It is a tough job! After 10 years of doing business plans, sketching, dreaming, planning but never getting past that point, I suddenly realised that NOW IS THE RIGHT TIME – life is too short and you never know what tomorrow will bring. I realised that no matter what, I had to create and produce all of the designs and styles that swim around in my head on a daily basis. This has been my dream for many years and now, I am doing it!