Violeta by Mango is targeting the American plus-size woman.
The Spanish retailer launched the full-figure collection today online in the U.S.
Violeta by Mango continues to expand with a 2014 target of 100 stores with an average size of between 3,700 and 4,300 square feet.
Sales volume is expected to reach 50 million euros or $67.6 million, the company said.
Since the launch of the collection in Spain earlier this year, the line has expanded into France, Germany, Italy, the Netherlands, Turkey, Russia and Saudi Arabia. The company said it has invested 20 million euros, or $39 million, in the launch.
The key to the brand, which goes up to size 16, is the care taken in the technical pattern details from size to size and in being able to offer a high-quality collection for any time of day. The collection, with more than 1,000 designs, is aimed at the “demanding and fashion-conscious woman who wants to feel attractive and sexy,” Mango said.
The 6-foot, 2-inch Australian model Robyn Lawley is the face for fall. The campaign carries the tag line, “It suits me and I like it.”
For fall, khaki, crimson and a range of grays are the key colors. There are military-inspired pieces like parkas and cargo pants, leather items and rocker styles, with colors such as emerald green. Also in the collection are enveloping maxi sweaters and delicate and feminine dresses and blouses belted at the waist.
Mango, which arrived in the U.S. in 2006, closed its 2013 fiscal year with turnover of 1.8 billion euros, or $2.49 billion, which represented an increase of 9 percent over 2012.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast