ECONOMY OF SCALE
Inclusive new e-tailer 11 HONORÉ addresses fashion’s sizing scarcity.
Discover size-inclusive e-tailer 11 Honoré.
ANY WOMAN who has shopped around the high street in this country knows that when it comes to clothes, Aussie sizing is inconsistent, to say the least. One thing we do know for sure, thanks to the Australian Bureau of Statistics: in 2011–12, the average Australian woman was 161.8 centimetres tall and weighed 71.1 kilograms. Now, whether that means she is a size 12 or 16, depending on where she shops, these are stats that highlight another issue plaguing women worldwide: the often restrictive set of sizes many designers offer, especially in the luxury market.
It’s a subject the founders of Us-based e-tailer 11 Honoré are tackling in the chicest possible way. Kathryn Retzer (formerly an editor at Town & Country) and tech and fashion consultant Patrick Herning have teamed up with a host of designers from established brands such as Michael Kors, Zac Posen, Christian Siriano, Marchesa, Monique Lhuillier and Prabal Gurung, as well as up-and-comers including Brandon Maxwell and La Ligne to deliver off-the-runway looks in US sizes 10–20 (Australian 14–24). “We did a significant amount of research into the market and found in the current retail landscape, whether it’s e-commerce or bricks-andmortar, sizes 12 (Australian 16) and above are rarely stocked. If you do find a size 12 or 14 (Australian 18), the buys are not deep and the styles are limited,” Herning says. “It became inherently obvious to us that women sizes 10–20 were underserved or not being catered to despite the stats — 67 per cent of women in the US are a size 14 or above, and this retail market has seen growth year over year.this is the void that we wanted to fill with 11 Honoré.”
While 11 Honoré is the first retailer of these sizes to focus on runway fashion, Retzer and Herning say that, actually, many of the designers onboard have been creating looks in this size range for a while, albeit in a more limited way.“prabal Gurung has been designing up to size 22 for years.we are just bringing designers the platform to reach a larger audience,” Herning explains.
The site will launch with the A/W 2017 season.“we worked in tandem with each brand to select an edit from their runway collection.this is the first time our customer is being offered the exact same options that straight-sized women have been offered from the runway,” Herning says. Key styles from the season include a gold Haney jumpsuit, a white Brandon Maxwell blouse with pleated sleeves and a Baja East lightweight trench.
It’s early days for the site, but Retzer and Herning hope 11 Honoré will dramatically increase the options for those in the size 14–24 range. “We want to disrupt the way that fashion approaches this underserved woman and provide her with the most diverse and stylish options out there,” they say.“we believe every woman deserves access to great fashion and an extraordinary shopping experience.we want to push the luxury fashion conversation to be more inclusive, elevated and thoughtful.”
“We believe every woman deserves access to great fashion.”
11 Honoré founders Patrick Herning and Kathryn Retzer. Above, from left: Prabal Gurung dress, $4398; La Ligne jumper, $372, both 11honore.com.