Simply in time for Valentine’s Day, plus-size lifestyle brand Dia & Co. is including lingerie to the assortment. The gathering, which caters to girls sizes 14 to 32, will launch with a limited-edition capsule consisting of 4 manufacturers — Hanky Panky, Elomi, Elila and Rya Assortment — however Dia & Co. founder and chief govt officer Nadia Boujarwah mentioned extra manufacturers might be added over time.
“It’s a sturdy assortment for all physique varieties,” Boujarwah instructed WWD. “And there’s a variety in sizes in order that we will actually be sure that inside our neighborhood these little indulgences and the joy of those lingerie luxuries can be found to everyone.”
The gathering, which launches immediately at dia.com, consists of greater than 60 sizes for bras and eight sizes in bottoms. Along with the assortment of bras and underwear, there are additionally robes, chemises, child dolls, bodysuits and extra. Costs vary from $35 to $198 within the limited-edition launch assortment.
“We’re actually excited concerning the breadth of sizing and actually ensuring that there are lovely choices for all physique varieties and all sizes, which we really feel will actually set us aside,” the CEO mentioned.
Boujarwah based Dia & Co., together with Lydia Gilbert, in 2015 after discovering it troublesome to seek out plus-size apparel choices as a shopper.
“I’ve all the time beloved fashion; all the time beloved style,” Boujarwah defined. “However I simply felt disregarded from mainstream retail for many of my life. I prided myself in MacGyvering outfits and studying to stitch and form of making due with what I had. It wasn’t till a few years later that I spotted that the experiences that I had have been actually the furthest factor from distinctive or private. It was an expertise that was shared by so many ladies. The common American lady wears between a measurement 16 and 18, however choices inside retail begin to drop off after a measurement 12.
“After we based Dia, we didn’t actually have a particular enterprise mannequin that we felt was vital, or a single model or style that we needed to have the ability to convey to market,” she continued. “It was actually a query of determining how we might serve this neighborhood of girls in addition to we might.”
Since then, the enterprise, which began with ready-to-wear choices and accessories from a handful of outdoor manufacturers, now sells greater than 90 manufacturers by the use of its e-commerce enterprise, along with a couple of dozen of its personal labels. The corporate additionally has a subscription service and expanded into activewear in 2018.
“And now we’re launching intimates,” Boujarwah mentioned.
Nonetheless, the enlargement comes at a time when everyone from Zara to Karl Lagerfeld to swimwear and resortwear designer Miguelina have expanded their assortments to incorporate the innerwear world. Different lingerie manufacturers are launching new classes, resembling males’s fundamentals or activewear.
However Boujarwah mentioned Dia provides one thing distinctive to the market.
“Plus-size lingerie tends to fall into two buckets: One bucket is a really useful intimates. After which there’s a bucket of hypersexy intimates,” Boujarwah mentioned. “We’re targeted on the house in between these two issues.
“It truly is a mirrored image of the conversations that we’ve had with clients, discovering moments of little self-indulgence and luxury in your day-to-day,” she continued. “I feel that’s one thing we’ve all craved because the pandemic has unfolded.”