Project Runway finalist Jessica Biffi has replaced catwalk creations with designs for real women with the debut this month of a plus-size collection for a national retailer.

The Jessica Biffi for Addition Elle and Penningtons Bold Biffi for MXM collections are available at select stores nationwide, including Addition Elle at Park Royal and Penningtons at Park & Tilford.

Biffi, who was in the Vancouver area last week to meet with shoppers at the company's Langley locations, said in a phone interview that designing for the plus-size retailer has been a dream come true, in part because she's a customer -- and former employee.

The designer worked at Addition Elle in Toronto during her final year at Ryerson's school of fashion up to her stint on Project Runway. The Yonge Street boutique where she worked was where Biffi kicked off her cross-country tour earlier this month.

"It was awesome. There were people there that I used to work with, and customers that I used to help," said Biffi, recalling the evening. At a store appearance in her hometown of Guelph the next day, the designer was greeted by her Grade 11 sewing teacher, Mrs. Hoover. "She was my mentor all through high school."

It's the first time the company has collaborated with a designer to produce a brand-name collection, said Biffi. Reaction has been outstanding, company president Kerry Mitchell said in a release. "Costumers are thrilled to have their very own Jessica Biffi creations -- not just because of her celebrity, but because Jessica understands 'plus' and how to integrate fashion, fit, silhouette and style into her designs."

Top sellers include a feather print top, a splashy multicoloured top with knitted back, slim-fitting denim jeans, and a fabulous red trench coat. Both collections are available in sizes X-4X and 14-24.

Biffi said the designs reflect her personal tastes and include signature elements such as pleating, draping and metallic accents that are hallmarks of her private collection, Jessica Biffi, currently available only online.

"I wanted to bring over a little of what I do with my own brand, adapt the esthetic and bring it to the pus-size customer," said Biffi, who challenges outdated notions of plus-size fashion with her use of bold colours and trendy silhouettes.

As for her Project Runway appearance, Biffi said she doesn't miss the all-night sewing sessions and tear fests, but credits the experience for advancing her growth as a designer. "It's not an easy thing to be filmed 24/7. It's just so stressful and you're constantly going. And you're forced to rely on nothing but yourself. (Before Project Runway) I wasn't practising every day as a designer. It really helped me refine my esthetics. I'm really fortunate to have that experience."

lchristensen@nsnews.com