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Addition Elle, Penningtons, and MXM are part of the Reitmans Fashion Group. Together, as 1PLUS, they are dedicated to enhancing the image of the plus size woman. In 2008, 1PLUS created a national event that would empower plus size women like never before. Canada’s Plus Size Model Search was a breakthrough opportunity for women sized 14+ to get their chance in the world of modelling.


The campaign included in-store ads, events, and a destination website designed to keep women coming back for more during the five-month course of the contest. The website included a number of behind-the-scenes videos, a Photobooth section featuring professionally shot images of a number of the participants, and editorial content about modelling and how to wear the latest plus size fashions. A Facebook group was set up to encourage dialogue among participants and to spread the word.