When the Limited shuttered its plus-size store, Eloquii, not even two years after its 2011 launch, a few of its creators were so devoted to the concept that they broke off and took it online. Walmart acquired the company in 2018, and its seventh brick-and-mortar opened at Lenox Square this winter. Fueling the Insta-famous label’s growth are high-profile collaborations with the likes of Jason Wu, Reese Witherspoon’s Draper James, and Refinery29.
“We’re a completely different vibe,” says Eloquii CEO Mariah Chase. “When we relaunched the brand in 2014, we saw an opening in fashion: really high quality, a tremendous amount of attention to fit, and also something that was more trend-forward.”
Plus-size fashion is taking off nationwide. Stores like Nordstrom, Anthropologie, Old Navy, and Target are offering more options. And plus-size models like Ashley Graham and Precious Victoria Lee have scored covers of fashion magazines and high-profile endorsement deals. After all, the average U.S. women’s dress size is between 14 and 16. As Eloquii notes, “Fashion doesn’t stop at size 12.”
Prices range from around $80 to $200 for dresses and $50 to $90 for separates. Shoppers can book free personal-styling sessions. And locals will get first dibs on the brand’s new collections before they launch online.
This article appears in our January 2020 issue.