Interview With Linda Arroz

In between overseeing Makeover Media, a publicity firm that "offers public relations and business development services to upscale lifestyle firms," and spending time with her family, Linda Arroz took some time to answer some questions for readers of LoveToKnow Plus Size.

Fashion Consultant, Media Diva

Tell me about your background in the fashion industry. I started out as an image consultant in the mid-1980s. I went to New York City to get additional training and was certified by Image Communications International. I was teaching color, wardrobing and scarf tying classes for The Learning Annex on both coasts - New York City, Los Angeles and San Diego.

ICI also would hire to present wardrobing seminars to top NYC firms like McKensie and Co. Firms like this were hiring image consultants to help the secretaries they wanted to promote. You have to remember that women had really only been in the larger corporate workforce for about 10-15 years and we had affirmative action pressuring these companies to promote women into more leadership positions, but the women dressed horribly. Think Working Girl, starring Melanie Griffith, and you get the picture. As a larger woman myself, I was always asked to give a larger employees "special help."

What did you do in your role as a spokesmodel for Spiegel?

I submitted my portfolio to Spiegel catalog, and they hired me to develop some workshops and special events for their staff and customers at there new retail venture, For You, From Spiegel, a chain of stores specializing in plus size clothing. From there I was hired to appear in several seasonal style videos they planned to use as a gift with purchase, and I ended up consulting on the scripts as well. I worked for them for three years under contract.

I would see the season's collection, work with the PR and Spiegel merchandiser to pick the best of and then I would go on TV shows around the country and talk about plus size fashion and self-esteem on the local news and morning talk shows. We did several media tours and when it was all said and done, think we covered most of the country and I appeared on hundreds of shows talking about Spiegel.

Talk about your experience with Big Beautiful Woman magazine.

I moved to Beverly Hills, and I was working as a freelance stylist for catalogs and magazines, and Big Beautiful Woman, magazine hired me to do some work. I became the Fashion Editor, then Editor-in-Chief, until it was closed and then subsequently sold. It was owned by Larry Flynt, so many potential advertisers were afraid of the magazine, but gee, he likes women, and he allowed us to have a magazine, which is something no one else had done before. We were located in the heart of 90210. Department stores were under pressure from customers to offer more selection so I was in demand as a retail speaker, and I met over a 100,000 women over the years at these events.

At BBW, we had a very small staff, so I would conceive the fashion layout concepts, choose the location, hire the team: make up artist, hair stylist, photographer, etc., and do the casting, as well as style the shoots, meaning I would call the designers and clothing companies and request samples, find the props, get the permits, etc. It was very consuming and of course, I wrote a lot of the articles as well. It was an experience I feel so lucky to have.

Talk about Makeover Media -- what is that all about?

Makeover Media is a boutique public relations firm that offers public relations and business development services to upscale lifestyle firms. Meaning food, fashion, fitness, wellness, beauty, spa, and some corporate accounts. Over the years we have worked on some interesting accounts, have produced our share of red carpet suites during the Oscars and garnered great media placements in magazines like InStyle, newspapers like The Wall Street Journal and The New York Times, and TV shows like Entertainment Tonight and The Today Show. I continue to be quoted on a regular basis in newspapers and still appear on radio and TV shows occasionally.

Growing Trends in Plus Size Fashions

Linda Arroz at home in California.

Do you think society as a whole has changed how it views larger women?

Yes. Even though most of the top design houses still ignore this size range, there are certainly a lot more companies and products out there now. However, the press continues to vilify the plus size person. Recent press headlines claim obesity is contagious. Behaviors can be mimicked by everyone in a group, so if people are smoking or taking drugs, or listening to alternative music, and others adopt these behaviors, are these considered contagious.

While I agree that obesity can cause health problems, someone still has to see that a bigger person looks and feels better and probably performs better at work, when they are dressed better and dressed in a similar way to everyone else at the office.

Do you think fashion designers are keeping up with the growing demand for plus size clothing?

Yes, we got over our need to have a brand name make clothing for us. At the department store level, we do see some names like Ralph Lauren. But stores like Lane Bryant and Torrid offer great style at an affordable price and some of the pop stars who make clothing know to dress all their fans, no matter what size, so we are seeing a lot of current and trend items available to larger teens and younger women. Also, brands that sell on HSN and QVC are forced to make the collection available to all their viewers, so we have a lot of other means to purchase clothing now. Catalogs have also added larger sizes or specialize in larger sizes, and the customer is now used to these different ways to shop.

The department stores really missed an opportunity. While most of them do have a department for larger sizes, the selection is small. And for the most part, it is very difficult to purchase all lifestyle apparel items at the department store level. Bathing suits, intimate apparel and sleepwear, as well as special occasion dresses are still very hard to find at retail, especially in a department store.

How do you think fashion designers are doing when it comes to creating new and flattering looks and styles for plus size ladies?

I like what I see for the most part. I would like to see Federated's private label brand, INC, offer more styles in the larger sizes. They edit the collection and I don't feel they realize larger women come in different shapes, and they typically choose the most unflattering print in the collection to offer in the bigger sizes.

What could they do different?

Be more aware of the vast range of shapes that larger women come in, offer more contemporary silhouettes and trend items, not be afraid of selling to us. We have big pocketbooks too.

Being a More Confident Plus-sized Woman

What are the dos and don'ts of plus size clothing?

Tugging and pulling on the clothes, especially when rising from a chair or desk. This behavior sends subtle signals to everyone that you are uncomfortable or your clothing doesn't fit well. Understand your proportions and work with them, regardless of what size is required. Remember, there are no standards in sizing, so you might wear a 1x in one style or brand, and a size 24 in another. Don't let that bother you, no one is going to see the size tag.

Sometimes oversize is overkill and can make you look even bigger, particularly if you have small or sloping shoulders. Snug and body conscious clothing can actually make you look slimmer if the fabric, size and appropriate intimate apparel are all considered. Necklines can be your best friend. If you have a full or round face and or a shorter neck, avoid jewel and crew necks. Choose more open styles, like a scoop. Sweetheart necklines are flattering for anyone, especially if you have a larger bust.

Noting the details and tailoring on clothing can work for you, or against you. If you are much larger below the waist, you might want to enhance your waist, or you might want to avoid jackets with big flap pockets at the hip. Monochromatic color schemes, i.e. tone on tone or all the same color can allow someone with a thick or short leg to wear a shorter hem line. Certain shoe shapes can appear to elongate the leg, especially a shoe shape with a longer toe box. Avoid ankle straps if you have a thicker ankle.

Personal Life

Do you care to share anything about your personal life?

I live in Studio City (California) where winter doesn't really exist, so the only wool I wear is cashmere, which can be an year-round fabrication, especially near the ocean at night. This is an exciting city, the crossroads of fashion, publishing, film and television, and music all connect in an odd way. I'm 52, my relationship with my condo has outlasted two husbands, and I have a lovely family. My son works in feature animation as Disney and my daughter in law won an Emmy award when she was a TV producer. My grandson is four-and-a-half years old, professes to be a paleontologist and wants to be a museum curator, at least this week! .