Full Beauty Brands is about to relaunch 11 Honoré, the pioneering luxury label dedicated to plus-size women. And the brand has named Academy Award-winning actress Da’Vine Joy Randolph as the brand’s ambassador.
Backed by Full Beauty and operating under the Eloquii brand umbrella, 11 Honoré has been reimagined as a luxury house built specifically for sizes 10-28.
Originally founded by Patrick Herning in 2017, 11 Honoré quickly became the destination for women seeking parity in luxury fashion. In 2022, it was sold to Dia & Co.
“When much of the industry stepped back from extended sizing at the premium level, we saw a clear opportunity — and responsibility — to step forward,” said Julie Carnevale, brand lead of 11 Honoré. “The demand has never disappeared. The product simply has.”
A look from 11 Honoré featuring brand ambassador Da’Vine Joy Randolph.
The relaunch will be introduced with a 15-piece, limited-edition evening capsule designed in-house by Yesenia Torres, creative director of Eloquii. The collection emphasizes elevated fabrics and couture-level detailing, including silk, chiffon, crepe and specialty trims such as ostrich feathers. The looks feature sculptural silhouettes, fluid draping and architectural construction.
Retail prices from $229 to $799.
“After more than a decade designing exclusively for plus-size women, this relaunch feels deeply personal,” said Torres. “This customer has always had the taste, the lifestyle and the means to participate in luxury. What has been missing is product that genuinely meets her expectations. With 11 Honoré, we are delivering that level of intention and quality.”
The evening capsule will be available in limited quantities exclusively at Eloquii.com, beginning Thursday.
“I was drawn to the intention behind 11 Honoré,” said brand ambassador Randolph. “Luxury should never be conditional. Craftsmanship, fit and elegance should be available to women as they are — not as an afterthought.”
Da’Vine Joy Randolph for 11 Honoré’s new capsule.
Courtesy shot
Carnivale, who was one of the founders of Eloquii, has been in the plus-size space for over 10 years. Although she is not plus-size herself, she said she understands the customer. “I know the customer was completely disenfranchised from fashion,” she said.
In her early years of doing Eloquii, she met the founder of 11 Honoré and always looked up to the brand.
She said Eloquii and 11 Honoré were always doing something different. “11 Honoré was premium luxury and working with high-end designers. They had built their whole business on giving this customer base with this buying power access to the same fashion that everyone else was getting. There was a lot of love for the brand for years and years and for me personally,” she said.
Carnivale said Eloquii, which mostly does dresses and work apparel, is more of a Zara price point, but not fast fashion.
Full Beauty Brands had the opportunity to buy Dia & Co., which had acquired 11 Honoré and wasn’t doing anything with it. “So we were super excited to gain access to that brand and that customer with that acquisition. We didn’t rush into anything. We started with conversations, and looking at the data from our Eloquii customer. This premium luxury customer exists today. She has purchasing power. She has this demand for premium, extended sizing clothing, and particularly in occasion wear, and even our best product we offer in Eloquii doesn’t serve the needs of this customer.”
She said they have had designers reach out who want to collaborate, but first they want to get their first capsule off the ground.
“We actually don’t look at this as a plus brand. We look at it as a fashion brand, that is plus. So we’re not picking styles based on her body type, we are picking styles that are relevant in fashion,” said Carnivale.
“What we’re most excited about in this initial capsule is the level of fabrics that we’re using and these higher-end factories that we’re using. Chiffon, crepe, we’ve got ostrich feathers and specialty trims. You’re going to see a lot of sculptural silhouettes and architectural construction which you’re seeing in fashion in general right now,” said Carnivale.
She said she expects customers to wear these looks to all her special events. “We’ve got pieces for guests of weddings, we’ve got black-tie, we’ve got galas, we’ve got red carpet,” she said.
She’s excited about partnering with Oscar-winning actress Randolph to be their muse. She will be featured in all their creative they launch on the site. “She’s our model and also our brand ambassador,” said Carnivale.
The capsule will be sold on Eloquii’s site and Nordstrom.com.
She said the days of designer brands doing extended sizing has ended. “Hopefully this will spark the interest of a lot of designers,” said Carnivale. She said they’ve heard from a lot of designers who can’t afford to have their in-house teams to fit plus and do it profitably.
As far as the general population getting thinner from Ozempic and other diet drugs, Carnivale said: “It hasn’t had an impact in our size selling. It’s definitely something that we’re watching to see if there’s an impact on the fashion landscape. Our customer has not changed right now in plus. She continues to show up with purchasing power. In fact, I can speak for Eloquii specifically, and it’s actually grown in the last few years, and the average unit retail is higher.”
The 11 Honoré capsule is made in China in elevated factories. Carnivale said the company will probably introduce a new collection once a quarter and have at least four drops a year.
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