The plus-size retailer announced it's entering the category via a new brand debuting this summer:
"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, Design Director at Eloquii, tells Fashionista via e-mail. "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 continues. "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 U.S. women sizes 14 and up, according to Torres, in order to understand what the frustrations were with the market and how the brand's venture into bridal might be received. They also echoed some other feedback Eloquii had received over the years, of wanting clothes for all different kinds of wedding-adjacent events, "from bridal showers to post-wedding brunches and everything in between," she says.
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