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M&S has launched its first dedicated plus-size range

Its Curve collection, which caters to sizes 18-32, is designed to flatter the physique by better considering shapes and proportions.

Marks & Spencer (M&S) – already the biggest plus-size market retailer in the UK – has launched its first women’s collection tailored specifically to sizes 18-32.

Curve, which will be available both online and in 30 select stores on January 23, is a response to customers demanding items that better consider shapes and proportions.

One such item from the Curve range, a £59 faux-leather jacket, did particularly well in pre-launch research – partly because of its hidden stretch jersey inserts, which make its sleeves comfortable and shapely.

“Arm circumference is one of those little details that make a difference in plus fashion,” plus-size blogger Lottie L’Amour told The Guardian. “We want clothes that accommodate our curves, and flatter our curves.”

Featuring a colour palette of grey, blush and khaki, the 100-piece Curve collection has both daywear and eveningwear.