As we all know the British high street has undergone somewhat of a transformation in the last decade or so. Top Shop is now one of the coolest stores on earth, Debenhams and M&S both sport designer ranges, Jimmy Choo is designing a collection for H&M and Wallis has gone back to its tailoring roots. In the mid to late nineties the picture was entirely different, Top Shop was a tart’s polyester heaven, Debenhams was for your mother, Marks & Spencer solely for school uniforms, no one would be seen dead in Primark and Evans was a last resort for middle aged women who had just let it spread.  

Back then high street stores sported awful decor (dusty gray carpets and over use of pastels and florals) and often equally awful clothes. Evans was no exception and my teenaged self would often pass the store in the local shopping centre and feel sorry for the larger ladies forced to shop there and endure the tent like kaftans and poor use of prints. However those days are no more as Evans is the latest store to hop on the ‘cool train’ launching a Beth Ditto designed collection and conquering the final frontier of fashion equality, the fat fashionista.

For size 28 Ditto is just that, a fat fashionista, telling the Sunday Times how she bemoans that her Evans bosses refuse to allow her to use the term, “So what am I supposed to say? Hefty hideaways? They’re fat, goddammit”.  Ditto who has appeared naked twice, on the covers of NME and Love magazine has become a fashion icon in spite of, or perhaps because of, her size. Attending Paris fashion week alongside her skinny counterparts high end labels such as Chanel and Dolce & Gabbana are happy to make her one off versions of their catwalk styles. Although she has been hit with criticism in the blogosphere that while these items are made for her they will never be made for everyone. While for now that is, sadly, the true state of affairs Ditto doesn’t believe that larger ladies should allow themselves to become victims of the fashion industry. “I don’t understand all these women who say they feel betrayed by fashion. A piece of clothing can’t talk — it can’t tell you that you can’t have it — so really, you're just telling yourself that. You make yourself the victim, because if you want clothes that bad, then make them yourself. You have to get creative if you’re fat. I’m really good at turning a belt into a necklace, and I can always find a nice pair of earrings.”

For now Ditto is turning her creativity to helping those who can’t do it themselves, her 22 piece collection for Evans consisting, in her words, “of things you’re always told not to wear if you’re big” including stretch tops, fitted jackets, acid prints and cut-off trousers. Officially launched last night and hitting stores on the 9th July Ditto’s collection has gained support from both Kate Moss and celebrity Blogger Perez Hilton and comes in sizes 14 – 32.

To find out more about the collection and for a chance to win one of 500 domino print scarves check out www.bethdittoatevans.co.uk .

In the photo Beth wears the stain glass prom dress, £50.