Ohhh, This is Curious. A New Direction for Fashion to Figure?

I was first alerted to FTF’s troubles via my homegirl, from Farrah of Estrella Fashion Report, asking if we knew about this. Welllllll, if you have been following news of Fashion to Figure closing up shop in a “Total Liquidation Sale,” today’s news makes for an interesting and optimistic turn.   In an agreement just reached and announced today via Businesswire, New York & Company has stepped in to save the brand with “an asset purchase agreement to acquire certain assets of Fashion to Figure.”

What does this mean?

It means that Fashion to Figure will now sit under New York & Company and that they have saved one of our plus size fast fashion brands from becoming a memory. But what is most interesting is that although New York & Company has purchased “all intellectual property, including trademarks, tradenames, an extensive customer database, and all in-store assets” they did not purchase the inventory… you know, the clothing.

Fashion to Figure
Jackie Piping Pajama Blazer

We believe Fashion to Figure has strong name recognition with the Plus-size consumer and a very loyal consumer base, …Fashion to Figure can effectively leverage to grow the brand, particularly online, to drive profitable future growth. There is an opportunity to enter into an underserved and growing segment of the women’s apparel market.

We believe the combination of Fashion to Figure’s outstanding brand equity and expertise in the Plus-size space coupled with New York & Company’s operational expertise, omni-channel capabilities, strong digital business, and celebrity platform will enable us to generate significant top line growth and sustained profits with the Fashion to Figure business while ensuring to preserve its existing brand DNA.

We look forward to working with the Kaplans to reintroduce the brand to the marketplace and to Fashion to Figure’s loyal customers at the start of our new fiscal year.” Gregory Scott, New York & Company’s CEO

Does this mean a new look for the brand?

Updated, a new modern approach, or will the options and styling remain? I am here for a little bit of a shakeup. While they will keep on members of the design, merchandising, and eCommerce teams, I am curious what this new look will be.

Fashion to Figure
Macy Cutout Cold Shoulder Dress

And guess what? We will not have to wait long. As we speak, they are securing inventory for an anticipated relaunch in early 2018 (February to be exact) with a new site and select stores. (Amen to keeping the stores)

I do have a few questions! Naturally…

  • Will this mean a stronger plus size presence with New York & Company? (please say yes)
  • Will we see more in store access to the brand outside of the north and the south?
  • What will the new revitalized look be? An edgier version of NY & Co?
  • How will you engage the plus size shopper with this launch?
  • Will you keep the diversity of models that has drawn us to Fashion to Figure?
  • Price raise in relation to the quality? Will either of these change?

This is quite a curious development, one I will be watching and paying attention to. I do find it interesting, that now that the plus size market has topped 21 Billion annually, outpacing every other section of the fashion industry, that NY & Co is stepping in to save them.

I wonder if the industry were not as strong, posting this type of impressive growth, would they have been interested?

While my mind could go on with thoughts, questions, and ideas, I am cautiously optimistic about this acquisition and look forward to the new Fashion to Figure.

In the meantime, take advantage of this, as everything in store is 50% off at!

What about you? What do you think about this news? Does it excite you?

Let’s discuss…

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Written by Marie Denee

I am the Editor in Chic of The Curvy Fashionista. Often goofy. Forever emo. Always a Virgo. You can find me somewhere grooving to 90s R&B.

What do you think?


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  1. To be honest, I expected it. I loved working for the company, fashion is in my DNA but the strategy catered too much for online and not enough on the individual buyer. Not to mention the pricing has fluctuated a bit since opening. But let’s see if NY&C can rebrand and keep the current consumer base.

  2. I’m very curious and very hesitant about this. I worked for NY&C 10 years ago and back then I could wear their stuff as a size 16/18 woman. However shortly after I left a new CEO was acquired and the cuts and sizes were trimmed down considerably. So I’m very worried about fit of any new product since they didn’t acquire inventory. I think the match is definitely interesting in terms of style. If they were smart they’d keep it kind of 50/50. With the tride and true style FTF did well and introduce some of the more business professional looks of NY&C.

  3. I mean, logistically, we won’t be seeing any kind of “new product” hitting shelves for at least 6 months (especially with Chinese New Year closures in February). If this just happened, it’ll take them a couple months to figure out and deploy the game plan, then another 4-6 months for production and delivery to stores, depending how fast their factories are. My guess is the season to watch for any big changes will be Fall 2018.

  4. I don’t think its fair for so many to compare it to NY & Co when it was Lerner’s. Everything has evolved.

    NY & Co purchased plus buying power rather than creating it from scratch, that’s called good business.

  5. I knew it was coming. NY&C showed interest in a plus brand I worked with at one point. I think as long as NY&C allows FTF to do their thing and house them under their umbrella this could be magical. I’m here for it! However, if this is not a partnership and more of an overhaul this COULD be horrible for FTF.

  6. I dunno. As a late-50s professional, I am still frustrated. Everything I see emerging in the plus size fashion world seems to be completely polarized. FTF is a clear example of what I’ll call the “south” pole. It’s all geared to the 20-something and party set, with skin-tight dresses and pants, cutouts, plunging necklines, exposed shoulders and extreme slits. I’m a) way too mature to dress like a Ho, and b) work in too conservative an environment to dress that way. I’ve gotten away with a modified boho look because I’m also too senior to fire because they don’t like my fashion sense.

    The other, (North) pole is represented by Full Beauty; frumpy, dumpy stuff made of disgusting, cheap fabrics.

    The truth is that my generation represents the most disposable income for clothing AND the largest working demographic. After nearly 40 years as a working professional woman I deserve well made clothing that does not reveal any more than I want to (which isn’t much at all during working hours).

  7. I can only hope that FTF styles change a bit, because I cannot find anything that appeals to me. That’s one of my main complaints about plus sized designers. They all seem to follow the same trends, and none of those trends come even close to my style.

    I am a 42 yr old Muslim woman. I want to look sophisticated, polished, luxurious, AND modest. I want to be able to cover my body in clothes that fit, look nice, and don’t expose too much (but at the same time, don’t give me a freaking tent!).

    I see plenty of options available for non-plus size women, but nothing in the plus size world. Why does everything have to be either too boxy/baggy, or too clingy?

    I just want to look as well put together as the next 42 yr old woman, regardless of my size.

  8. i just went to the fashion to figure/ ny&co web site and they basically dropped plus size. tĥey had exactly two pairs of pants in the plus size section! maybe like 15-20 plus size tops…etc. they are still a source because they do have a standard plus size selection for a straight size store, but i’m used to them being an actual plus size retailer with a much bigger selection.

  9. Sooooo, I shop at NY and Company ALL the time. I’m curvy size 16/18 but can wear a lot of their clothing. While looking for a specific type of top on their website, I stumbled across FTF products and the clothes were KA-UTE! What is this I wondered and did a search. They don’t have a specific link to it on their website like they do for Gabrielle Union and Eva Mendes. I literally stumbled across it and in all the searches I’ve done looking for things on their website (I spend a LOT of money on their clothing), August 2018 is the first time FTF has EVER shown up in the searches. I found this post in my internet search of the brand. All of the FTF clothes right now are about 50% off which is normal for clearing out for fall wear, but I’m concerned they’re dumping the line WHEN I JUST FOUND IT over 6 months after they acquired it. Do you have any recent intel about the line?

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