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Specialty lingerie brand Elila completes 10 years
Jul '14
Elila, the specialty lingerie brand for full figure women, turns ten. Created in 2004, Elila designs each piece in its intimate apparel line with top shelf, top quality avant-garde materials, while maintaining a distinct focus on detail to create items that scream comfort. Ensuring the wearer feels more confident from the first snap, Elila strives to empower women by producing garments with unparalleled support, making a difference where it matters. 
"I felt there was a definite void in the market for well-made basic supportive everyday garments for full figure women. That's where we started." states Ellen Jacobson, owner of Elila.
The average American woman is about 25 pounds heavier than she was in 1960. Yet women's plus-size clothing, still makes up only about 9 percent of the $190 billion spent annually on clothes (Source: AP). Plus size women have few offerings made to fit their curves, lingerie included.
Wrongly-fitted bras can lead to back pain, nausea, and light-headedness. 80% of women do not wear the right brassiere.
Today, Elila's 33-piece collection includes both casual and specialty wear, including nursing and sports bras. Each garment has been handcrafted to provide the wearer with optimum levels of comfort, control, and enough "pretty" to make full-figured women feel sexy and supported all day (and all night).
"While filming the show, we came across several women that were only candidates for the Elila brand. Elila's superior products combined with Livirae's knowledge of fit and body proportions allows us to fulfill the needs for women with robust curves, " states Molly Hopkins, co-owner of Livirae Lingerie and co-host of the Lifetime show "Double Divas."
As the combination of fashion and functionability is vital to Elila, the brand has also been a pioneer in the market by introducing seasonal color palettes to key collections, offering the full figure woman with I-definitely-want-to-wear-that color in sizes 34-54 | B-N cups. "The Elila Longline Bra is my absolute favorite. Not only does it provide great support that accentuates my womanly curves, I look and feel elegant wearing it too!" exclaims model, Asia M'onet.
Elila has also reinvented itself across its social media platforms. Showing the brand has nothing to hide, the team has decided to bare it all. Behind the scenes spots, "Elila & Me" tutorials, well-being tips and "Dear Eli - Listen to your bra. It's got a lot of venting to do" are but a few of the ways the brand is reaching out to women, making seriously supportive full-figure lingerie accessible, fun and just a little bit cheeky.


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