News has just reached the Buro. Middle East desk that luxury size-inclusive e-commerce platform 11 Honoré is now shipping to the UAE, Kuwait, Bahrain and Saudi Arabia.
The business was started by former tech executive Patrick Herning who explained in a release, “As a brand, we are excited to expand our presence in the Middle East and provide women with luxury offerings in sizes that previously weren’t available. The immediate success of 11 Honoré over the past year proves there is a desire and need for luxury apparel in US sizes 10-24, and we look forward to providing women in the region a chance to experience the best designer options and specialty collections designed exclusively for her.”
Since launching 2017, 11 Honoré has cemented its reputation as a leading voice in the industry, thanks to its focus on delivering luxury clothing to fashion-forward women who fall outside of the traditional sizing spectrum. The site begins at a US10/UK14 and its line-up of designers includes international heavyweights like Reem Acra, Brandon Maxwell, Marchesa and Prabal Gurung, as well as Dubai-based designer Dima Ayad.
Many of the brands on site already worked in an extended size range, like Christian Siriano, for example. However others began doing so upon working with the site. Mara Hoffman is one such designer. In an interview with InStyle earlier this year, she explained, “We took almost a year to research and talk it out and work on strategy, so there were definitely obstacles, but they felt manageable. Pieces for extended sizing need separate fittings, patterns, and more fabric, and I don’t think we could have anticipated the true scope of that undertaking. But having an experienced partner in 11 Honoré really helped take us from internal conversations to actual production. Spring 2019, coming out in February, will be our first season with swimsuits over a size XL.”
Now, see what Victoria’s Secret CMO Ed Razek had to say about including a plus-size model in the show’s line-up…