.11Honore's unveils its first in-house collection designed by and for plus size women
’s founder Patrick Herning and Danielle Williams Eke, the brand’s design director, began brainstorming around the idea of a private label late last year, the pair focused on one thing: client needs. Since its launch in 2017, the plus-size e-tailer has catered to a demographic long ignored by conventional fashion retailers. By offering designer wares from Marc Jacobs and Mary Katrantzou in sizes 12-20, they helped to.
Connecting to said audience meant paying attention to the details. The pricing had to be right for starters. With its most expensive item topping out at $568, the collection is comparable to many contemporary lines. The extended size range also underwent an extensive fitting process with crowdsourced feedback. “The great thing is that our office is full of customers, and they were able to tell us so much in terms of the fit and size checks,” says Williams-Eke.
The private label marks 11 Honoré’s first launch since the pandemic hit, a move many might consider a risky proposition. Still, Herning and Williams-Eke have navigated the obstacles that come with production delays and working remotely with a steady hand. Admittedly, the pandemic has prompted a shift in customer attitudes and buying patterns, though Herning is confident there’s still room for glamour.
For Williams-Eke, the designs reflect many of the things she has been in search of for her own wardrobe. “I’ve always struggled with finding my go-to brand, whether it be contemporary or fast fashion,” she says. “Being plus size, you have to hop around to so many different places, whether they be contemporary or fashion, just to be able to find things that you love.
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