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LARGER AS LIFE: Mathatong Ntoane

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Studies show that nearly 70% of the women in this country wear size 36 and above.

The strangest thing is that this market is rejected not only by the media, but by the fashion industry itself.

For Mathatong Ntoane, a trained fashion designer and former lecturer at the Cape Peninsula University of Technology, this situation was totally unacceptable.

So in 2008 Ntoane, who is also a trained image consultant, decided to do something about the situation

She started kenna.co.za, an online shopping guide and magazine based in Broadacres in Fourways, Gauteng, which celebrates fuller-figured women.

Kenna means: I'm who I am.

The 40-year-old's interest in the fuller-figured women's body image surfaced when she was doing her preliminary research for a post-graduate degree.

In essence the question she grappled with was: to what extent does body image influence women's shopping experience?

"After four years of reading the information I had accumulated led me to the conclusion that though most women experience body dissatisfaction, this problem was further compounded for fuller-figured women by a lack of societal support.

"This is a problem particularly in South Africa. In other countries clothing retailers who take fuller-figured women seriously experience noticeable growth in their profit margins."

The married mother of one says kenna.co.za is a platform that connects discerning, fuller-figured, style-conscious women who want information at the click of a mouse.

"The shopping guide aims to cover all aspects of appearance management, including tips and style trends, reviewing shops, a comment module for conversations and a free newsletter. Women of size 16/40 and above are our focus."

Among other things the content includes updates on sales, information about ranges, product reviews and rating by readers and forums for discussing shopping experiences.

Ntoane says their understanding of how a curvy woman's body shape differs substantially from the current ideal is their strong point.

"Our aim is to help fuller-figured women challenge body ideals, furnishing them with the tools that will help increase body esteem and sense of well-being. In addition, we also give plus-sized women the most practical ways to manage their appearance."

Ntoane adds that instead of spending precious time searching for plus-size products on many sites, kenna.co.za provides a platform where readers can access information via one site.

"Our biggest vision is to cultivate the market for the plus-size figure, empower fuller-figured women with skills that will give them the confidence to shop and disperse information about places to shop and where they can be served in a friendly, professional environment."

Ntoane says that they also aim to extend their brand to accommodate petite, tall people who have wide and narrow feet and very small busts.

.

johnz@sowetan.co.za

Comments

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Thu Jun 20 00:32:05 SAST 2013 ::

Jul 5, 2012

Rakgadi-Tabeya

Mna I'm a size 36 and I don't have any problems with my fashion taste. The only thing I've given up with are the JEANS Nkosi yam I mean I've given up - I can't seem to find jeans that suits me the way I want but as for pants, dresses and skirts damn I feel SUPER in them.
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Jul 5, 2012

KayJay88

@Rakgadi
Try Levis curve id, i also had the same problem (big ass and a tiny waist) struggled to find jeans that fit properly.
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Jul 5, 2012

beautiful4

@kayjay88, thanx for the advice i have that problem as well big ass and tiny waist eish!
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Jul 5, 2012

DjEp

@Rakgadi-Tabeya
Mna I'm a size 36 and I don't have any problems with my fashion taste.
=========and how old are you??
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Jul 5, 2012

Rakgadi-Tabeya

@KayJay88 & @beautiful4 - Ha ha haaaaaaa to us! Thanx @Kay I'll definitely try them, this small waist, big bums & thighs I tell u o tla fetwa ke dilo tse dintle.
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Jul 5, 2012

LeparaThePresident

Nna i prefere women with meat but not too much of it.At least Rakgadi 36 size is not too bad. Metsetserepa ga e nyakege. From 32 to 36, even 38 and 40 waistline still good.Some women as Kay said you'd find they have big behinds small waist.
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Jul 5, 2012

LeparaThePresident

@DjEp
@Rakgadi-Tabeya
Mna I'm a size 36 and I don't have any problems with my fashion taste.
=========and how old are you??
++++++++++++++
eish mara Djep, why age?

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Jul 5, 2012

DjEp

@LeparaThePresident
@DjEp
@Rakgadi-Tabeya
Mna I'm a size 36 and I don't have any problems with my fashion taste.
=========and how old are you??
++++++++++++++
eish mara Djep, why age?
======== a size 36 and 28-30 years Morena is to die for!

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Jul 5, 2012

JoeBlaque

@Rakgadi-Tabeya
KayJay88
beautiful4
Big is good. So long as you mpahla is visible from the back when u naked. That's ravishing.....
Gimme you contacts...
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Jul 5, 2012

Phunyukabemphethe

Ladies I am available, Waiting!!
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