Elle, the 101-year-old hosiery brand, is proud to announce that it is relaunching with one of the most size inclusive offers on the market. Keen to provide a single shopping option for hosiery irrespective of size, the newly launched ranges will go from a 6 to a 36 and include traditional opaques, footless tights, leggings, above-the-knee, control and shaping. The retailer has also launched a new ‘Hollywood’ collection comprised of sheers, shimmers, fishnets and baroques, with all designs taking inspiration from the golden age of film.
Elle aims to re-shape the size model, taking into consideration not only the usual 6 to 36, but also the customer’s build and height with something it is calling ‘fitspertise’. At the same time, the Cheshire-based retailer also announced it was launching in the US market under the trading brand Ms Shape.
“We want to democratise size. It’s what our customers are telling us – they are tired of the fashion industry pigeonholing them. They want to shop where all their friends shop in a single store, not corralled into an offer hooked around size dictated by the retailer. We are all wonderfully different shapes, sizes and heights and it’s something we want to celebrate with the convenience of it all being in one place,” said Anja Kahn, CEO.
As well as a direct to customer offer, Elle has announced it is also looking for third party retailers. Its new marketing campaign features body confidence campaigner Hayley Hasslehoff and headlines under the strapline ‘Love Your Legs’, with the social media hashtag #showusyourpins, inviting customers to celebrate their legs through social posting.
