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Fashion to Figure Holiday 2017

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

Fashion to Figure has been acquired by New York & Company and we share our thoughts, what you should now, and when to expect the NEW Fashion to Figure to launch.

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.

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.

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

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.



  1. Kimberly Beasley

    November 28, 2017 at 4:08 pm

    boo no bueno

    • Marie Leggette

      November 28, 2017 at 4:09 pm

      I am not oppsed to it. It is a curious match

    • Kimberly Beasley

      November 28, 2017 at 4:10 pm

      ny and co quality has gone down

    • Marie Leggette

      November 28, 2017 at 4:10 pm

      Kimberly maybe this helps them both?

    • Kimberly Beasley

      November 28, 2017 at 4:13 pm


    • Kimberly Beasley

      November 28, 2017 at 4:14 pm

      fashion to figure is doing fine why pair with ny and co]

    • Deb Malkin

      November 28, 2017 at 4:15 pm

      Fascinating. I was never impressed with their quality. I hope it benefits both companies.

    • Kim McCarter

      November 28, 2017 at 4:59 pm

      …ummmm FTF ain’t much better quality than NY & Co. And I’m sure this allows for bigger buying power for FTF

    • Marie Leggette

      November 28, 2017 at 5:08 pm

      Kimberly girl, FTF just announced last week bankruptcy and total liquidation sale… they were drowning and about to close up shop.

    • Kimberly Beasley

      November 28, 2017 at 5:09 pm

      Marie Leggette oh wow. Never knew so ny and co threw them a lifeline

    • Marie Leggette

      November 28, 2017 at 5:10 pm

      Kimberly yep, I talk to and link both docs in the post babe!

    • Kimberly Beasley

      November 28, 2017 at 5:15 pm

      Marie Leggette ok great

  2. Val Ashford

    November 28, 2017 at 4:10 pm

    don’t know how to feel about this

    • Marie Leggette

      November 28, 2017 at 4:11 pm

      hehehe, it is curious and I am cautiously optimistic. It is an interesting pairing… and even so much that LB did not buy. but they are not buying their inventory, which makes things even more curious…

    • Val Ashford

      November 28, 2017 at 4:16 pm

      Marie Leggette I’ve just got so much love for FTF hoping they don’t get lost in the Sauce but excited for them from a business owner standpoint

    • Marie Leggette

      November 28, 2017 at 4:18 pm

      Val Ashford I think that this will be fun/curious/interesting to watch…

  3. Audrey L. Malone

    November 28, 2017 at 4:13 pm

    Wow, wow, wow, wow!

  4. Vita Reed

    November 28, 2017 at 4:14 pm

    As a Californian this intrigued me. I hope it might bring physical stores out here. I am in my early 50s and still prefer in-store shopping to online shopping.

  5. Audrey L. Malone

    November 28, 2017 at 4:16 pm

    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.

    • Marie Leggette

      November 28, 2017 at 4:20 pm

      yup. I do hope NY&Co can help stabilize and strengthen their brand

  6. Jaime Garner

    November 28, 2017 at 4:17 pm

    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.

    • Marie Leggette

      November 28, 2017 at 4:19 pm

      riiiiiight. This is where am hoping it goes… but they since launched plus sizes themselves, so this will be a curious move to watch on both sides, internally at NY&Co and FTF.

    • LaJaneé Scott

      November 28, 2017 at 6:07 pm

      I was just saying this.

  7. Megan Kimberling

    November 28, 2017 at 4:51 pm

    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.

    • Megan Kimberling

      November 28, 2017 at 4:52 pm

      However! I’d be watching marketing and brand over the next six months because that’s where it’ll hit first.

    • Marie Leggette

      November 28, 2017 at 5:07 pm

      Girl, they are moving fast and already talking about relaunch and rebranding in Feb! Who knows?!

    • Megan Kimberling

      November 28, 2017 at 5:20 pm

      Then this acquisition happened before now.

    • Megan Kimberling

      November 28, 2017 at 5:21 pm

      There’s no way they are designing and producing and shipping in two months. Not with China in peak season. This had to have happened months ago.

    • Marie Leggette

      November 28, 2017 at 5:22 pm

      they can purchase from vendors, not necessarily design in house items.

    • Megan Kimberling

      November 28, 2017 at 5:52 pm

      Ha. And here I am thinking they actually design their own clothing!

    • Marie Leggette

      November 28, 2017 at 6:11 pm

      It could be both… many retailers do tjis

    • Megan Kimberling

      November 28, 2017 at 6:13 pm

      Oh I know. I spend all day producing apparel and souvenirs for private brand and licensed brands. So I often forget not everyone does it this way. It’s why sizing is so inconsistent within a brand – multiple vendors have different size patterns.

  8. Kim McCarter

    November 28, 2017 at 5:01 pm

    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.

    • Kim McCarter

      November 28, 2017 at 5:04 pm

      I also feel this is a good move for FTF, who was just last week approved for total liquidation.

      We could have lost the brand entirely. At least now, they get to continue to serve the community, employees have paychecks through the holidays… and hopefully we can see some exciting things from there in 2018

    • Kim McCarter

      November 28, 2017 at 5:06 pm

      I have a few other opinions, but thats kitchen table chat lol

    • Marie Leggette

      November 28, 2017 at 5:07 pm

      right! I do touch on that too, being saved and I do not think it is a comparison, I actually think both could give to each other… it is a curious move, one I am going to be watching!

    • Kim McCarter

      November 28, 2017 at 5:08 pm

      It’s not curious to me because FTF has been including more “non-party” wear for a few years now. I’m also in the NE and I see their store displays… so this makes so much sense to me

    • Marie Leggette

      November 28, 2017 at 5:09 pm

      Kim ahhh you have more access than the online consumer. I think outside the north and pockets of the south, many only have an online perception, which makes it curious… as folks try to connect the dots. I rock with some of their non party wear, hard, so I hear you!

    • Kim McCarter

      November 28, 2017 at 5:10 pm

      Which is interesting… and something more retailers need to consider. Online perception vs on local perception…

    • Kim McCarter

      November 28, 2017 at 5:11 pm

      Marie Leggette Right, I can drive to like 5 or 6 locations lol

    • Marie Leggette

      November 28, 2017 at 5:14 pm

      Kim McCarter well damn. hehehehe

    • LaJaneé Scott

      November 28, 2017 at 6:08 pm

      Lerners. I forgot all about them.

  9. Nikki Jacobs

    November 28, 2017 at 5:18 pm

    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.

  10. Alexis Katie

    November 28, 2017 at 5:34 pm

    Char CF I wonder will the quality of the clothes go up.

    • Char CF

      November 28, 2017 at 5:41 pm

      It’ll def change one way or another but I’m here for it

  11. Angela

    November 28, 2017 at 12:49 pm

    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).

  12. LaJaneé Scott

    November 28, 2017 at 6:02 pm

    They’re clothes are cut kind of small for me, but I can wear their jackets and dresses. I’m worried about the fitting of the clothes.

    • Marie Leggette

      November 28, 2017 at 6:12 pm

      Which brand? Ftf or ny&co?

    • LaJaneé Scott

      November 28, 2017 at 6:13 pm

      FTF. I can’t wear NY & Co. I’m too hippy & booty too big.

    • Vita Reed

      November 28, 2017 at 6:21 pm

      FTF strikes me as junior plus sizing a la Forever 21. When I buy F21, which is rare because I’m much older than their traditional target market, I usually do 2X or 3X.

  13. Yalanda Lattimore

    November 28, 2017 at 6:19 pm

    Nesha Determined Davis

  14. Marie Cothia

    November 29, 2017 at 6:53 pm

    FTF is my favorite plus fashion shop..sorry to see it go..but interesting..I like NY&CO for professional wardrobes and FTF for sexy go out casual wear.

  15. Inaya Shujaat

    December 1, 2017 at 12:02 pm

    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.

  16. Pingback: Ohhhh, Look! Fashion To Figure Is Back! | The Curvy Fashionista

  17. Marie Padill

    March 1, 2018 at 10:11 pm

    I am not impressed with the selection available now.. actually I’m heartbroken.. I loved FTF ?

  18. aja

    April 14, 2018 at 6:21 pm

    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.

  19. Anne M

    August 2, 2018 at 9:22 am

    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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