ModCloth unveiled its latest fashion line from a collaboration with iconic designer Anna Sui. Sizes for the Anna Sui line will be offered from 0-24, making it the first time Sui’s clothes will be available for a wide range of body types, including plus-sized women.
The new line features eight dresses, based on patterns and styles from Sui’s previous collections. “It’s always fun to revisit my archives, and reimagine how certain archetypal looks from my past could speak to a new audience,” she said in a press release. She worked with Modcloth over a period of nine months to develop the designs.
Sui is known for being colorful and eclectic with her fashion, and the vintage-inspired styles will include lace, eyelet and bow detailing. This isn’t the first time ModCloth has sold Sui pieces, which have been top sellers, but it is the first time she’s collaborated with the ModCloth brand. The line will be offered at prices ranging from $150 to $225. Sui pieces have usually sold at a higher price point – starting at $499 for a blouse and $755 for s shift dress, making the new collaboration more affordable for a wider range of customers.
“Historically, [Sui’s] pieces have been out of reach for our average customer, whether that be due to sizing or price point,” Modcloth VP Nicole Haase told website Glossy. “This [collection] reflects what we’re focusing on from a branding perspective: inclusivity.”
ModCloth was acquired by Walmart in early 2017, and fans of the site were worried that it would stray from selling its signature eclectic and whimsical styles and opt for more mainstream (and cheaper) offerings.
But Haase sees things differently. “Walmart has given us the opportunity to take a breath for a second and really focus on what we want to do to amplify our voice,” she told Glossy. She noted that the company has also been able to close on Black Friday to allow its employees family time. Modcloth has also turned philanthropic, donating $5 million in merchandise to Dress for Success and promoting efforts for hurricane relief.
Modcloth has been promoting the new Anna Sui line through social media, featuring Instagram stories of behind-the-scenes photo shoots with the new dresses. The company also used influencers to wear and tag their choices when the line launched to the public.
This year, Modcloth also opened its first retail stores in San Francisco, Austin, and Washington D.C. where customers could try on clothes and then order pieces online, a new trend in the fashion world to bridge the gap between retail and online purchasing. It helps the customer avoid returns and helps the company avoid paying for inventory that might not sell.
The new Anna Sui line is now available online at Modcloth.com.