NEW YORK — Combine a contemporary look with a Latin flair and the result is Chula.

The line is being launched for holiday by Infinite Apparel Group, which primarily produces private label merchandise.

“The Latino influence is everywhere,” said Raymond Guzman, president of the Chula brand. “It’s in music, in Hollywood, everywhere. This is a market with $400 billion worth of spending power. It cannot be ignored.”

Together with Hazel Fraser, vice president of the brand, Guzman decided to launch Chula as a line geared to a sophisticated Hispanic woman. While it has a contemporary look and feel, Chula is altered from the traditional contemporary make in order to fit a more curvaceous woman.

“Stores are not doing much to target this customer,” he said. “They have to recognize [her] needs. She is a woman who likes clean, not overly embellished, clothes, but she is also a bit more curvaceous than the regular contemporary customer.”

With key items such as the black palazzo pants, satin party dresses and cotton suits, the line also includes a dark blue linen skirt with zipper details, a salsa dancing-inspired satin skirt and satin bomber jacket in vibrant colors such as cherry red and royal blue.

“Color is very important in this line,” Fraser said. “In New York, we are used to seeing so much black and I really think it’s time to offer more color.”

The wholesale range begins at $40 for a logo T-shirt and goes up to $240 for a leather jacket. Fraser said she expects Chula to reach $10 million in sales the first year.

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