Plus size fashion is having a moment—and model Ashley Graham is introducing a denim collection exclusively for curvy women.
Graham partnered with Marina Rinaldi, a European plus size label, to launch a denim capsule, “Ashley Graham for Marina Rinaldi,” on Thursday. Focused on luxury denim, the collection was co-developed by Graham and the label’s design team with the aim of providing curvy women with more versatile garments, including super stretch denim jeans and denim jersey tube skirts. The collection, which retails from $85 to $480, is available to purchase on Marina Rinaldi’s e-commerce site and at Marina Rinaldi stores worldwide.
“I’ve been working with Marina Rinaldi for a few years and have always appreciated their mission to design quality and fashionable clothing for curvy women, who are often ignored in the luxury space. They approached me because they saw something authentic and vibrant in me, which could add a different perspective for the brand,” Graham said in a New York Post interview. “This was such an exciting offer because I was able to put my own spin on denim trends.”
Graham’s denim capsule was created using materials like denim jersey and super stretch denim, to deliver on consumers’ needs for comfortable and stylish apparel. The collection’s color palette spans different denim shades, including indigo and light blue, and also depends on different fabric weights and treatments for versatile dressing. Rounding out the denim collection are scuba fabric tops and skirts, in addition to stretch leather jackets. Notable items from the collection include a denim jersey tube dress and a denim shirt, each of which is designed to give consumers options for both work and leisure.
The collection marks an important milestone for Marina Rinaldi, as it’s the first time an influencer, like Ashley Graham, has their name featured alongside Marina Rinaldi in the label’s logo. What’s more, the collection also plays an important part with Marina Rinaldi’s SS 2018 institutional campaign. The collection represents the label’s overarching mission, which is to provide curvy and plus size women with functional and fashionable garments to suit their style needs.
Graham’s collection comes on the heels of other plus size apparel milestones, as retailers continue to launch more inclusive fashion options for consumers that extend beyond standard apparel sizing. In 2016, the plus size apparel market was worth $21.4 billion—and NPD Group data said the plus size market represents 17 percent of women’s clothing sales. Retailers, including Nordstrom, Madewell and J.Crew, have implemented strategies, including incorporating broader size ranges and more plus size options, for this growing shopper demographic. Subscription box services, including Dia & Co., are also addressing the demand for more inclusive sizes with more versatile garments for curvy consumers.