Elomi Celebrates 10 Years

09 November 2018

The fuller figure brand from Wacoal marked a decade of growth and beautiful lingerie collections for curvy women - and Intima Media Group was delighted to take part in the festivities!

On Wednesday, November 7th, Elomi celebrated its ten year anniversary with an exclusive party at the iconic Little Owl Townhouse in New York City's West Village neighborhood. On the guest list were specialist retailers, influencers and media, who had the opportunity to preview Elomi's latest SS 2019 collection, meet the brand's designer, and try out a professional bra-fitting experience.

Cozy and intimate, the celebration venue featured lingerie-clad mannequins amidst balloons and product racks, as well as an array of museum-style display cases containing signature Elomi bras. The show-stoppers of the evening were the pair of models who changed ensembles every 15 minutes, mingling among party-goers with various bra-and-panty sets and pieces from the latest swimwear collection. This ever-shifting catwalk of sorts served to move the products from hangers to real-life applications, showing guests how the lines fit in a daily setting.

The event would not have been complete, of course, without Elomi's head designer Liesl Goodman, who shared glimpses with us of the past years since the brand fledged in 2008. The first style that she worked on, the Cate bra, remains Elomi's best-selling bra today, serving as the basis for the development of additional styles, and is offered in a remarkable 62 sizes. What makes the brand so radically successful, she says, is its concept of lingerie that's designed and engineered specifically for the fuller figure, rather than sizing up from mainstream sizes, as well as its trend-driven looks.

In keeping with the brand's ethos of impeccable fit, the party also included a specialized bra-fitting experience, where guests learned more about Elomi's unique fit. In its mission to offer complete support, Elomi bras have a wider underwire, a wider back wing, a wider strap and more cup coverage than other American and European brands. Additionally, every size has its own designated styles for added support. Each guest who received a fitting was also given the bra they tried on - now that's hospitality!

The night ended with cake and candles, celebrating not only the brand's ten years but also, poignantly, Liesl Goodman's birthday.

Over the last decade, Elomi moved from the initial Cate style to other much-loved staples such as Matilda, Betty and Bijou, and has seen the likes of Ashley Graham and Denise Bidot front its campaigns. The brand has picked up so much momentum that it's now Wacoal's fastest growing, today showing growth over 7 times that of its first year. Elomi's birthday celebration comes alongside the launch of the latest campaign, Live Limitless, which focuses on a diverse group of aspirational influencers bound together by confidence and empowerment, living life without limits despite having to overcome boundaries. Find it on the brand's Instagram page featuring a monthly influencer takeover.