In the U.K., Simply Be spans six in-house brands, all with a trendy edge. Four of these labels will jump to the U.S., aiming at 30- to 45-year-olds. (Though we suspect twentysomethings will be more game for tube tops and leggings.) Prices are in the mid-range, with most separates under $100.
"The Simply Be customer is both confident in herself and in her size," spokesperson Clotilde Gros tells StyleList. "[She] likes to dress up when she goes out with her friends and wants to look good."
Gros also emphasized that the company uses plus-size models for the catalog and site. Hear that, Crystal Renn and Ashley Graham?
Day wear, lingerie, shoes, and other accessories will be available, plus a sprinkling of sparkly tops and lace dresses that can transition to evening.
As for style and cost, think The Limited with a dash of French Connection and a soupçon of Topshop. Many items are made from low-maintenance viscose, stretch fabric, and cotton blends.
Of the four exclusive in-house lines, Mica and Anna Scholz are the most party girl, with sequins and bold patterns. Frock & Frill, as the name suggests, is sweeter, with lacy looks and bow details.
Jeffrey Rogers, a popular British designer from the '80s, returns with Jeffrey & Paula, a collection of relatively demure separates; the summer collection included plenty of layer-friendly knits.
All items will be listed in U.S. sizes and the Florida-based call center will field questions about fit. With the shipping center in the U.K. for the time being, delivery will take about one week.
Read on for news about a rock star's plus-size collaboration with another British clothier.