By Lauren Chan, Glamour
You know what they say: The more the merrier—and when it comes to fashion fare in extended sizes, that’s the philosophy we should all subscribe to. So, in today’s news, we’re happy to report that Swedish brand Ellos is launching stateside at ellos.us! Overseas, the brand is a full-size lifestyle powerhouse, not unlike H&M, which will run in sizes 10 to 34 here. In their own words, their mission is to, “bring an effortless and modern aesthetic at an accessible price point.” What’s not to like about that?
What’s actually for sale is a mix of sharp, simple work and weekend attire. But fair warning: plain doesn’t meant boring, it’s about nailing the minimal Scandinavian aesthetic. For work, you’ll love the shirtdresses (above), super-wide-leg pants, and bright knits. And for the weekend, it’s all about their jeans, leather separates (both below), and peasant tops. Michele Parsons, Ellos SVP and general brand manager, says: “The Ellos brand targets a modern sensibility rooted in Swedish design that has never been offered before. With excellent style and fit, the collection has tremendous potential in the market.”
Behind the scenes, Ellos falls under FullBeauty’s roster of plus-size collections, which includes the popular City Chic and SwimsuitsForAll’s Ashley Graham collection that made headlines this summer. Thanks to their increasingly innovative line-up, it’s the perfect home for Ellos. “The partnership with FullBeauty Brands represents our dedication to continue developing a wider range of product through a dedicated online destination based in the U.S.,” says Hans Ohlsson, Ellos CEO. Shop your heart out here and at ellos.us.