LOULOU applies its brand to a new spring line of plus-sized clothing

Shopping magazine LOULOU is publishing not only a branded fashion advertising supplement (not such an unusual move) but one that features a clothing line for plus-sized women that is branded with the LOULOU name.

The LouLou Limited Edition Collection is being launched with the supplement in cooperation with a major mall retailer "designed and developed by Addition Elle, using the fashion expertise of LouLou editors". It consists of 16 items and includes jackets, trousers and tops ranging in price from $38 to $145.

The collection will be available in 34 selected Addition Elle stores starting April 10 and the entire collection for the size 14+ is available for viewing in the pullout supplement inserted in the April issue of the magazine which is on newsstands now and is heavily promoted on the magazine's website. It will also be available for online shopping at additionelle.com.

"Collaborating with Addition Elle feels like the perfect fit," says Marie-José Desmarais,Publisher and Editor-in-Chief of LOULOU. "Our fashion-forward plus-sized readers are always asking us for tips and shopping advice, and we feel that this collection meets their needs. LOULOU is a style-savvy shopping inspiration for women - no matter what their dress size. So at last: a fabulous, trendsetting collection designed especially for plus-sized women."

In this, the Rogers Publishing title is moving more into the co-branding area that has been a staple among some women's titles in Britain. Whether the magazine can keep a clear separation of writing objectively about clothing it has a stake in selling is an open question. Somehow we doubt it.