Eloquii to launch bridal

Plus-size retailer Eloquii is entering the bridal market. The news was reported by Fashionista.com. The retailer’s customers have been demanding they launch bridal for quite some time now, and now the company says bridal will arrive in time for summer. Bridal by Eloquii will carry both wedding downs and bridal shower dresses with sizes ranging from 14 to 28. The debut collection will feature over 50 pieces, with prices ranging from 49 dollars to 900 dollars.

Eloquii reported that one of their top searches for 2021 was “white dress.” In the past, the retailer has done bridal capsule collections and has had a “For the Bride” section of white separates that could be worn for weddings, but this marks their first dedicated bridal line.

"We knew that for Bridal by Eloquii to serve the needs of our customers, we needed to incorporate feedback and insights to tailor the collection effectively," Yesenia Torres, head of design & creative at Eloquii, said to Fashionista.com. "Whether designing for a bridal collaboration or elevated Eloquii evening wear in white for our main label, the need for impeccable fit and trend-driven styles has always been clear."

"Our process is very unique, and you'd be surprised how much we operate like a design house to craft and deliver a range of styles and get the fit right," she continued. "For example, we design each and every style in-house; fit on models, not mannequins; continuously refine fit based on customer feedback and practice the art of draping and pattern making to get every single stitch of every single style to be wedding day-worthy."

Eloquii held focus groups with women size 14 and up to address their needs and concerns with bridal designs. When launching the collection, they created a price point that was right in-between very accessible and high-end for middle-market consumers.

Plus-size bridal was long considered a void in the market. Eloquii is positioned to capture a huge market share in an arena that was long considered ignored and lacking.