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It's the same story at Acqua Rosa, a conventional swimwear toms for cheap label that added a plus-size line in 2008. Now, plus-size purchases account for more than 70 per cent of the brand's total sales, said director Joao Macedo.
It makes sense. For centuries, large swaths of Brazil were beset by malnutrition, and in 1970, nearly 10 per cent of the population in the country's poor, rural northeast region was considered underweight, according to Brazil's national statistics institute. Sun worshippers: Business for plus-size brands, such as Lehona, are cashing in on a lucrative market that high-end bikini-makers are too snobby to attract
But the phenomenal economic boom that has lifted tens of millions out of poverty and into the burgeoning middle class over the past decade has also changed the nation's once-svelte physique.
A 2010 study by the statistics institute showed that 48 per cent of adult women and 50 per cent of men are now overweight. In 1985 those figures were 29 per cent for women and 18 per cent for men.
(Still, there's been no rash of plus-size male swimwear lines, as men here wear Speedo-style suits that don't impinge on big guts.)
Analysts attribute Brazil's rapidly widening girth to changes in nutrition, with chips, processed meats and sugary soft drinks replacing staples like rice, beans and vegetables.
Despite their growing numbers, not everyone is eager to embrace 'gordinhas' - or 'little fatties' - as chunky women are affectionately known in Brazil
And while the country's elite are widely known to be fitness freaks - and also discount toms shoes among the world's top consumers of cosmetic surgery - those recently lifted out of poverty and manual labor are becoming increasingly sedentary. A 2008 study showed that barely 10 per cent of Brazilian teens and adults exercise regularly.
Still, despite their growing numbers, not everyone is eager to embrace 'gordinhas' - or 'little fatties' - as chunky women are affectionately known here.
Many high-end bikini-makers have turned a seemingly deliberately blind eye to the burgeoning plus-size market. Rio-based upmarket brand Salinas, for example, offers five sizes, from extra-small through extra-large. But their sizing runs notoriously small and it's hard to imagine anyone over a U.S. size 6 actually managing to fit into any of the brand's minuscule two-pieces.Luis Rebelatto of Lehona chalked it partially up to snobbery.
'Some brands, they don't want their image to be associated with chunky women,' he said. 'Only the thin, the rich and the chic.'
While Brazilians' increasing heft is a public policy preoccupation for the government, growth in the ranks of the overweight population has given them increased visibility in Brazilian society. Extra-wide bucket seats for the obese have been installed in Sao Paulo's metro system, and on Sunday the city toms shoes outlet hosted Brazil's first ever Miss Plus Size beauty contest.
'It used to be that people would stare at me,' said Soares, the voluptuous sun-worshiper on Copacabana beach. 'Now when I come to the beach I see women who are much bigger than me - and lots of them are wearing bikinis - so I'm not self conscious any more.'God makes some people thin but he made me like this,' she said, rubbing down the well-oiled bulge of her stomach and thighs.

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Russell Brand is set to make mens north face jackets up to ￡20million from his divorce from wife Katy Perry, according to reports.
The comedian is in line for the huge lump sum in a 50/50 split of the couple's earnings even after just 14 months of marriage.
Brand, 36, and Perry, 27, didn't sign a pre-nuptial agreement when they married in October 2010 so under Californian law, he could be entitled to half of her fortune.
In line for a fortune: Russell Brand, seen here arriving at a London law firm on Saturday, could make up to ￡20m from his divorce from Katy Perry
Brand announced on Friday that the couple’s marriage was over after they spent Christmas apart and his lawyers filed divorce papers at Los Angeles Superior Court citing ‘irreconcilable differences’ between the pair who met at the MTV Music Awards in September 2009.
Keep in touch with the latest showbiz gossip by following the Daily Mail's Showbiz Twitter page
Speaking to the Daily Star on Sunday outside The Savoy Hotel in London yesterday, he said: 'I’m doing good. Everything is going to be better next year.'
Dressed in a grey jumper and leather jacket, the star made a low-key exit from the hotel with his face hidden by dark sunglasses and a woollen hat.
Legal advice: Russell kept his eyes hidden behind dark glasses as he arrived at the law firm
Were you surprised about Russell Brand and Katy Perry's divorce?Yes - they made a lovely couple No - it had been brewing for some time VOTE POLL RESULTS
Close All polls Click to view yesterday's poll results On Saturday he was seen arriving at a law office in London through its rear entrance before he checked into the hotel.
The Star reported that according to Forbes Magazine, Perry is north face jackets for cheap worth ￡28million, a fortune that industry insiders said has rocked recently to at least ￡45million due to her non-stop touring and commercial ventures.
Brand, in contrast, has a net worth of about ￡11million from his stand-up tours and a string of movies including Get Him To The Greek and the remake of the Dudley Moore film Arthur.
Divorce money: Russell could be entitled to half Katy's earnings under Californian law
Other reports have hinted that Brand and Perry threatened each other with divorce several times recently after a string of arguments.
A former aide of the pair told the paper: 'I believe the filing of this divorce was as childish as many of their arguments. It was a case of "I’m dumping you before you can dump me", a total pride thing.
'I don’t think Russell liked that Katy was the bigger star. He’d pick her to pieces over the most trivial things.'
Hiding away: Brand is back in London and has been staying at the Savoy Hotel.
And website TMZ reported today that although the couple were north face 2012 completely in love when they married, the honeymoon period didn't last long.
The celebrity news site claimed that a source said the bickering between them started not long after they tied the knot and while Brand is more of a homebody, having given up his partying ways many years ago, Perry loved going out and they would row when he wanted to leave an event early. Miles apart: Many suspected the couple were having problems when Katy spent the Christmas break in Hawaii without her husband

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A few years ago she hit varsity jackets for girls the headlines for losing two stone in four months, but this time Mica Paris has lost weight a different way.
The 42-year-old was showing off her newly slimmer figure again today at Bluewater shopping centre - but it wasn't just healthy eating and exercise that she used to shed two stone.
The singer is a walking advertisement for XLS Medical Fat Binder - the first natural over-the-counter weight loss aid to be clinically proven.
Shedding the pounds: Mica Paris looked slimmer today (L) compared to back in October (R) as she launched XLS Medical Fat Binder - the first natural over-the-counter weight loss aid
On the day when over 2.5 million people in the UK begin their New Year diet, Mica was showing off her size 12 figure - which she achieved in three months - and proved to the public that they too can slim down.
'Like most women my age, I often found it difficult to lose that last bit of weight but XLS-Medical gives me a helping hand and even makes me feel fuller for longer,' she said.
More...Yummy mummy! Myleene Klass shows varsity jackets for men
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No sign of the January blues: Gary and Danielle Lineker look happy and relaxed as they stroll on a beach in St Barts
Keep in touch with the latest showbiz gossip by following the Daily Mail's Showbiz Twitter page
Wearing a short sleeved bright pink dress, Mica obviously wanted to stand out from the crowd.
Keeping the weight off: In 2009 the mother-of-two slimmed down to a size 12 by cutting out alcohol and upping her exercise regime
The mother-of-two teamed the garment with a pair of black tights and sky-high stilettos as she posed with her hand on her hip.
Mica was keen to point out that although she has yo-yo dieted in the past, she wouldn't try just any slimming method.
'Unlike a lot of other weight loss products out there, XLS-Medical has been clinically proven to help you lose up to three times more weight than if you were dieting alone,' she added.
Yo-yo dieter: Back in 2008 there was a noticeable difference in Mica's weight throughout the year
Mica - who released her debut album in 1988 - has been very cheap varsity jackets for men honest in the past about her battle with her weight and while presenting What Not To Wear, she was touched by the stories of many women who appeared on the show.This led to the release of her book Beautiful Within: Finding Happiness and Confidence in Your Own Skin which was released in 2008.
A year later, Mica revealed that she had slimmed down again but did so by cutting out alcohol and upping her exercise regime.
'I’ve had a fair few nasty comments from people in the industry but I don’t let that get to me and know starving myself doesn’t work in the long-term,' she said.
Battling her weight: Mica looked curvier in 2005 (L) and at the beginning of 2006

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She flaunted her perfect bikini north face outlet body last week when she tweeted a picture of herself in the pool with her parents.
And television presenter Maria Menounos showed just one of the ways she keeps in such shape today, playing a game of American football on Miami Beach.
The 33-year-old paraded her incredibly toned figure in snakeskin printed bikini as she energetically dived in and around the water to throw the ball back to her buddies. Touch down! Maria Menounos parades her incredibly toned figure in a snakeskin bikini as she enjoys a game of beach football on Miami Beach, Florida today
Sssexy! The television presenter looked sensational in her string swimsuit Fit: Maria was certainly in good form as she indulged in the gameLater as they took the game to the sand she slipped on a pair of tiny Daisy Dukes.Maria was playing the sport with a handful of shirtless beachgoers, who all appeared equally as fit.
Later the journalist took time out to sun herself and sat next to her boyfriend Keven Underfaro. Later in the day Maria was seen pounding the pavement with her beau, demonstrating just how she keeps her trim figure in check. Maria recently spent Christmas Day in California with her family. Not so camera shy: The TV beauty was more than happy to smile for photographers while she enjoyed her day at the beach Put some effort in: Maria was seen flexing her muscles throwing the ball far
And she couldn't resist sharing the evidence of how she enjoyed the holiday with her followers on December 25.
She tweeted a photograph of herself and her parents swimming in the crystal blue waters of her private swimming pool.
She wore nothing more than a tiny black bikini that showed off her perfect figure, and a pair of pink-rimmed square-cut sunglasses.
Getting shorty: Later as they took the game to the sand she slipped on a pair of tiny Daisy Dukes
Hat's nice: The presenter donned a fetching beach hat as she took a stroll along the beach
Going long? Maria was seen stood behind her beau north face jackets on sale as he threw the ball
She wrote on her Twitter page: 'Its a California xmas here...parents and friends swimming!''
Via a live Twitter chat sponsored by the search engine Bing, the brunette beauty also chatted candidly with her followers about spending quality time with celebrities like Gerard Butler and David Copperfield.
'David is the nicest guy ever!' she shared after being asked about the famous magician.
As for Scottish hunk Butler, she wrote: 'Gerard and I rang in the new year in miami a few years ago. he's as sweet as he is handsome.'
Fooling around: One of Maria's friends was seen playing with her bikini top while the girls giggled
Is that a foul: The TV presenter was seen tackling her friend Jonathan Cheban While promoting her book, The EveryGirl's Guide to Life, she also fielded questions about her health, fitness and New Year's resolutions.
'2 me, its not about being or getting skinny - its about health. i try 2 eat right & exercise everyday,' she wrote to a follower.
Catching some rays: Maria and her beau took time out to soak discounted women khumbu northface up the sunshine Lounging around: Maria was happy to greet passers by as she worked on her tan
Of resolutions, she said: 'Nye resolutions can be good&bad....bad if u don't stick 2 em! lol - any1 got any good ones this year? mine is 2 entertain more at home.'
She added: 'and to remember names! i'm sooo bad! i get so excited when i meet people i never hear their name...then 2 embarrassed to ask again!'
Keeping trim: Later Maria and her boyfriend Keven Underfaro were seen jogging on the boardwalk in Miami
Christmas cheer: Maria recently spent Christmas with her family and posted a snap of herself and her parents swimming her private poolThe leggy media personality also refuses to make mountains out of molehills in 2012.
She wrote: '[I also won't] sweat the small stuff...I worry too much over things I really cant change :/.'
Day job: Maria is best known for hosting Extra They are all at it: Frankfurt football star Alexander Meier was also seen playing American style ball with his son on Miami beach

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Michael and north face 50% off Cody have put on their finest for the snap, with the two boys in shirt and trouser combinations.
But it is certainly Lindsay who stands out from the clan with her platinum blonde hair and Scarlett lips.
The Lohan family home was decked out in decorations for the festive occasion and in typical American tradition, a sports game is seen playing in the background. Smokin': Lindsay looked stylish as she smoked a cigarette outside the restaurant in New York with a chum
Estranged father Michael was of course not present for the gathering.
Lindsay recently got given the thumbs up from Judge Stephanie Sautner for completing her probation requirements early over the past few weeks during a recent court date.
The L.A judge told Lohan she was pleased with her progress and told her to keep it up.
'You are doing well and I'd like to see it continue,' the Los Angeles Superior Court judge told her.
'The morgue seems to be pleased - as pleased as a morgue can be,' she added.
Jet setter: Lindsay, along with sister Ali jetted out of Los Angeles last weekShe told Lohan that she was allowed to travel to see her family on holidays and special occasions with the approval of her probation officer.
'In any month you complete your twelve days early you can travel for pleasure, to see her family to not see her family - to go to a spa or whatever,' she said.
'The holidays are coming up so you can travel to see your family.
'But travel for pleasure or fun is only allowed after you've completed the 12 days,' she added referring to the remainder of her probation, which the actress is close to completing.
Judge Sautner told Lohan that a recent trip to Hawaii was perfectly acceptable because it was to celebrate her sister Ali's birthday, who turned 18 last week.
Good girl: Lindsay recently got given the thumbs up cheap north face jackets online from Judge Stephanie Sautner for completing her probation requirements early over the past few weeks during a recent court date
Lohan has progressed ahead of schedule with her community service and was told that she can now travel for pleasure whenever she has completed her 12 days of service she is slated to do per month.
During the hearing Judge Sautner added: 'I think she likes coming here and seeing me, 'in a comment to Lohan's lawyer Shawn Chapman Holley, who asked if Lindsay needed to return to court next month if she completes her next stint of probation requirements early.Lohan will indeed have to show her face again because, as the judge put it: 'She won't complete her probation otherwise.'
Racy: Lindsay currently appears nude in the latest issue of PlayboyThe actress - who features nude in the current issue of Playboy magazine - has been ordered to complete another 12 days of community service and four therapy sessions ahead of her next court date on January 17.
Lohan was ordered last month to spend 30 days in jail buy north face online after she admitted violating her probation in a DUI case and another involving the theft of a necklace from a Venice jewellery store.
Due largely to jail overcrowding, she served only about five hours at the Century Regional Detention Facility in Lynwood, California.

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She regularly strips down north face outlet to her underwear to strut down the catwalk for lingerie giant Victoria's Secret.
But Miranda Kerr has covered up for a recent modeling gig.The stunning 28-year-old supermodel looks breathtaking in the Spring/Summer 2012 campaign for Swiss fashion house Bally. No lingerie required! Victoria's

Secret model Miranda Kerr looks stunning in a leather pencil skirt and one-shouldered cream blouse for Swiss fashion house Bally's Spring/Summer 2012 campaign Against the backdrop of snow-capped Swiss mountains,

the mother-of-one slips into the luxury brand's stylish wares along with fellow Victoria's Secret model Julia Stegner.The two women are paired up with handsome male models Cedric Bihr and Robert Konjic for the couple

-themed shoot. The brunette beauty looks particularly leggy in a black leather pencil skirt paired with an one-shouldered cream blouse.
Setting the scene: Against the backdrop of snow-capped Swiss mountains, the mother-of-one slips into the luxury brand's stylish wares along with fellow Victoria's Secret model Julia Stegner Couple theme: In a blue

strapless dress, Miranda is seen wrapping her arms around male model Robert Konjic as they enjoy a refreshment with Stegner and fellow model Cedric Bihr
In a blue strapless dress, Miranda is seen wrapping her arms north face jackets on sale around Konjic as they enjoy a refreshment with Stegner and Bihr.Miranda cosies up to him again for another snap, this time looking gorgeous in an olive green

dress. The four are seen enjoying a picnic along with two adorable Saint Bernard puppies. Cuddly: Miranda cosies up to him again for another snap, this time looking gorgeous in an olive green dress
In another photograph Miranda smiles in a duck-egg blue coat as Stegner feeds a goat.She also dutifully shows off the brand's famous leathergoods, including a blue patterned leather handbag and a pair of beige leather

kitten heels. Enjoying a cup of coffee with Stegner, the Australian stunner slips into a demure white pencil skirt and two-toned coat.
Beautiful in blue: In another photograph Miranda smiles in a duck-egg blue coat as Stegner feeds a goat
Her look is paired with a simple black blouse and matching pointy north face denali hoodie gray toe heels. The new campaign comes as Miranda recently stripped off for her sexiest Victoria's Secret shoot yet.
In the advertisement she dons a selection of figure-flattering underwear.Coffee break: Enjoying a cup of coffee with Stegner, the Australian stunner slips into a demure white pencil skirt and two-toned coat
As well as the lingerie Miranda models, from pink lace and printed red bras and knickers, to a black bodysuit and chic nude and black lace number, she is also seen modelling clothes from the US retailer, showing off her

figure in a tight pair of skinny jeans and low-cut floral cardigan.Miranda has been working for Victoria's Secret since 2007, when she became the company's first ever Australian Angel.

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What present do you buy buy kids north face coats for the girls who have everything? A pair of cute puppies of course.And what do the girls who have everything name those puppies? Louis and Vuitton naturally.'Kendall & Kylie got 2 chocolate lab puppies for Christmas...A boy & a girl! Check out little Louis & Vuitton sleeping shhh,' big sis Kim Kardashian posted via Twitter today along with a snap.
Meet Louis: Kendall Jenner named the chocolate Labrador puppy she got for Christmas, Louis
And Vuitton: While Kylie Jenner named her cute canine VuittonShe is also posted a slew of pictures of the new canines to her Celebuzz blog.Kendall's pup, a boy, is called Louis and Kylie's, a girl, Vuitton.
Louis Vuitton, the French fashion house is well known for its LV monogram featured on their luxury trunks and leather goods, and is a favourite with the Kardashian clan.
The Louis Vuitton roller suitcase, costing $3750, is big sister Kim's favourite piece of luggage and only last week mum Kris Jenner was spotted Christmas shopping at the Louis Vuitton boutique in Beverly Hills.
The girls will no doubt be thrilled to learn that they can pick up monogrammed LV collars and leashes for the dogs starting at $300.
Designer dogs: The Kardashian/Jenner family are fans of the luxury Louis Vuitton brandThe girls were ecstatic after getting their Christmas present early from there parents Kris and Bruce Jenner.
Kendall, 16, took to Twitter on Christmas Eve to boast about the new addition to the Kardashian clan.
She wrote: 'OMG OMG OMG! Best Xmas present ever!!!!!!! 2 beautiful puppies!!!!!! Ahhhh thanks mom and dad!!!!'
Too cute: Kendall tweeted a picture of the adorable Labrador puppies on Christmas Eve, which she and her sister Kylie got as a Christmas present from their parents Kris and Bruce JennerOn Friday Kendall was spotted with her younger sister Kylie hitting Calabasas in California to splash their cash like Kim Kardashian mini-me's.
The two sisters also took Kendall's $90,000 Range Rover for a car wash, which the pretty brunette received for her sweet 16 birthday last month.
It's no surprise to see the girls both looking older than last season north face jackets their years, despite dressing down in their casual clothes.
Lucky girls: Kendall and sister Kylie were spotted shopping on Friday to get their gifts before Christmas and later stopped at the local car wash to get Kendall's new Range Rover washed
New home: The little pups run amok, seen here in another photo tweeted by KendallOlder sibling Kendall showed off her supermodel proportions in black leggings and flat winter ankle boots, without the additional need to boost her 5ft 9in frame with heels.
Her hair hung loosely around her shoulders, occasionally blowing in the wind as she tried to tame it as she hid beneath a pair of large sunglasses.
Little sister Kylie also looked older than her 14 years, despite not trying with make-up or styling.
She was also dressed casually in grey velour tracksuit trousers and flip-flops as she struggled to carry pre-wrapped Christmas gifts and a large bag of shopping.
Before their festive venture yesterday, Kendall tweeted: 'Still dont have my christmas eve dress :( who wants to take me shoppingggg :)'
Delighted: The reality star, 16, tweeted a picture and noted about coupon for north face for women how happy she was with her presen Kim's mini-me: Kendall looks certain to follow in her half-sister's footsteps, with her love of shoppingWhile the girls are already making a name for themselves in the modelling world, they could soon land their own spin-off show too, following on from cameos in Keeping Up With The Kardashians.
Head of the cable channel E! Bonnie Hammer said the network is looking at making shows featuring Kris Jenner's two daughters with husband Bruce.
Kylie and Kendall's half sisters are Kim, Kourtney and Khloe Kardashian of the original show.
Louis lady: Kim Kardashian arrived at LAX in July toting Louis Vuitton luggage