Last spring, Reese Witherspoon‘s lifestyle brand Draper James announced it would be collaborating with Eloquii. The multi-season partnership marked Draper James’ first foray into extended sizing, offering its signature cheery pieces in sizes 12 to 28. Almost a year later, Witherspoon is announcing that it’s making plus sizes a fixture of her brand.
Starting for Spring 2019, Draper James will be offering sizes 0 through 24. At first, it’ll only be a selection of pieces that’ll be available in the full range. (In the future, the brand hopes to offer its entire collection in all sizes, plus grow what sizes are on offer.) Everything will be merchandised together in stores, and the prices will be the same across the board, between $38 and $175.
Draper James’ collaboration with Eloquii laid the groundwork for this in-house expansion. “[Eloquii] spoke to the customer in a way that she felt really seen and heard about fit and about styles—what styles work for her body, what don’t, what makes her feel confident,” Witherspoon told Glamour. “We learned a lot from that collaboration, and it inspired us, too. … We got so [much] information about what sizes people wanted, what they like to have, different types of coverage… We definitely altered some of those things, like whether there were belts on things or extending the length of certain dresses. That really helped us to feel like we were really dialed in as far as fit.”
One big difference between these styles and the ones Draper James offered through Eloquii is the fabric. Kathryn Sukey, the brand’s head of design, explains that they’re using the same material across its sizing, something that they couldn’t offer through an outside partnership. “We really think of this line as one comprehensive line, so there isn’t any substitute fabric in our extended size assortment,” she says. “That’s something that we’re really proud of and that we feel like we’re thinking of differently and doing differently than other brands.”
The new, size-inclusive designs, Witherspoon says, will bring the same bright, happy, Sourthern-vibe that people have come to expect from Draper James and that was in its Eloquii capsule. “Women love print and color and optimism and happy clothes—what they would say to me [about the Eloquii collection] is like, There are so many brands that only make very dark clothes or things that are very neutral,” she says. “And you know, there are women out there that want to be more expressive in their style, and they really enjoyed having things that had floral patterns and that were a bit ladylike.”
As Draper James x Eloquii hit stores, Witherspoon embarked on a book tour promoting Whiskey in a Teacup. While traveling across the country, women would come up to her to tell her they loved that collection. “I would see hundreds and hundreds of women who were wearing the clothes and would see the styles that they enjoyed and started to make sense in my mind which ones were really very popular—and for good reason,” she says.
Social media has been key to getting real-time consumer feedback, too. “We definitely listen to customers when they comment on social media and we respond,” says Witherspoon. “The great thing about being a young brand is that we can really be very nimble with new decisions and lean in to different ideas.” She also loves to see people posting their outfits featuring Draper James and Draper James x Eloquii pieces: “That’s more interesting to me than some fancy, styled shoot. I really love to see it incorporated into people’s lives and making them feel joyful.”
Draper James’ first plus-sized pieces also got the support of some top names—Chrissy Metz, Aidy Bryant, and Hunter McGrady have all worn the collection. “I was so thrilled to see [them] wearing the clothes,” says Witherspoon. “It’s just a thrill, first of all—the support of one woman to another woman. It’s always just a thrill. Are you kidding me? I just love to see anyone wearing the clothes! Because I put the work in, you know? And I think being an entrepreneur is a risk. You put yourself out there. But to have support from women who have the ability to do that means the world to me.”
It’s underscores her larger mission in film and in media (her production company, Hello Sunshine, has multiple TV and movie projects in the works, all highlighting women’s stories and many optioned from books written by women). “A big part of what I’m trying to do with development and the media world is create an idea that women, we stand together and we’re better together,” Witherspoon says. “Supporting each other is an imperative in my life, and it’s important to me to put that messaging into the brand. We took on this idea of expanding sizing as a reflection of who I am and [wanting] all women to feel seen and heard. Because everybody matters and everybody needs to feel beautiful.”
Shop Draper James’ Spring 2019 styles, available in sizes 0 through 24, below.
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