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Hosiery brand Elle relaunches with new size-inclusive offering

Gaelle Walker
16 March 2021

Hosiery brand Elle has relaunched with a more size-inclusive offer with new ranges available in sizes from six to 36.

The development comes as the 101 year old brand also announced its intention to build on its direct to consumer offer by expanding into UK third party retailers - and a move into the US market, under the trading brand Ms Shape.

In the UK, Elle already sells its socks offer under licence to Drew Brandy & Co, which sells to major high street retail and the online SockShop store and the brand was now “keen to explore similar opportunities” for its other collections, it said.

A new ‘Hollywood’ collection, comprising of sheers, shimmers, fishnets and baroque, has also joined the re-launched hosiery range, which also includes traditional opaques, footless tights, leggings, above-the-knee, control and shaping.

Unveiling the new size-inclusive offer, Elle chief executive officer Anja Kahn said: “We want to democratise size.

“It’s what our customers are telling us - they are tired of the fashion industry pigeonholing them.

"They want to shop where all their friends shop in a single store, not corralled into an offer hooked around size dictated by the retailer.”

“We are all wonderfully different shapes, sizes and heights and it’s something we want to celebrate with the convenience of it all being in one place.”

The re-launch is supported by a marketing campaign staring body confidence campaigner Hayley Hasslehoff and features the strapline ‘Love Your Legs’, with the social media hashtag ‘showusyourpins’.

Items are also available via the website in prices ranging from £7.99 to £23.99.

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