Dede Allure Fashion Wear

Boston, Massachusetts – Dede Allure, a designer, manufacturer and supplier of plus-size women’s fashion apparel, jewelry and fragrances is looking to expand its line to a global market.

The Boston based company, headed up by founder and designer Denise “Dede” Schwarz-Gaeta, has generated both buzz and excitement within the industry by focusing on redefining the plus-size market with a return to sophisticated, classical pieces. Since late 2011, Dede Allure has been executing small, but strategic launches across the United States, showcasing in such shows as LA Fashion Week, Rock Your Curves in Beverly Hills and Summer Splash in Southern California. Through elegant designs and special attention to traditional beauty, the Dede Allure designs are elevating the way the market and the fashion world look at plus-size offerings. A vision that is truly at the heart of Gaeta-Schwarz’s vision for the company and foe the line.

“I want people to see that beauty, classical fasion design and elegance need not be restricted to measurements” says Schwarz-Gaeta. “I discovered a long time ago that I wanted to create more than just beautiful apparel for women, but create awareness and a movement to shatter the box in which plus-size fashions were contained.”

Realizing that sophisticated fashion and classic designs weren't simply created for one body type, Schwarz ( a plus-size model herself) began to feel different about women's style as it was being seen, as well as what she could do to change it. When the plus size community started spreading its wings in the late 1980's, it was apparent that women around the globe were looking for fashion that didn't conform to society's perceived idea of the "perfect size.” Throughout the years her dream has been to spread awareness to plus size teens, men and women around the world, and for them to embrace their size and curves and redefine what the fashion industry and the world sees as "standard". She remains committed to not only designing and creating fashions and accessories that create confidence and beauty, but support her mission for each of us to "love who you are, because your body is not what defines you."

Anyone looking to gain validation of this commitment, need only take a glimpse at the comprehensive product lines offered by Dede Allure. From shoes and evening wear (including a yet to be seen new line launching this November) to three newly launched men’s and women’s fragrances, the company is focused on immersing customers in a lifestyle and a fashion experience, as opposed to just introducing “new clothes”. A conviction Dede is aligned with long-term.

“The design of everything we do…whether it be shoes, dresses or the foundations behind our perfumes and colognes…is meant to provide an experience to our customers.” she says. “I don’t provide clothes. I provide sophisticated styles, designs and accessories meant to generate confidence within the heart of the customer. Fashion isn’t about fitting in…it’s about discovering what fits you. Not in the sense of measurement, but in the sense of what makes you feel happy about yourself.”

Designs and accessories developed by Dede Allure are available at www.dedeallure.com.




paul schmidt
president / brand strategist
pschmidt@evoke-branding.com