Meet the Avenue’s Newest Little Sister Plus Size Brand- Loralette!

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I do love a new plus size brand. Options, options, and more options are always good- and needed! So when the Avenue told us about the launch of their sister brand Loralette, I was curious and excited! I mean, we still need more plus size fashion options and as Avenue expands their options with a youthful plus size brand dedicated to a “fashion-focused, digitally savvy woman ages 25-35 who is curvy and confident” I am here for it!

To give you an idea of what to expect, Loralette teases us with a fun and playful video, shown above! Loralette opens next week, March 15th, online and in select Avenue locations!

So what can you expect from the collection?

The Avenue Launches New Plus Size Brand- Loralette
Think off the shoulder tops, destructed denim, bodysuits, sexy bralettes and more. For me, I see a strong Bohemian influence, which calls to my inner Boho Luxe girl! I do not care about the 25-35 ideal… I will probably be rocking more than a few options from Loralette. I already see a top that I have to have.

“We saw a void in the market that we knew we could fill if we represented this age group for who they really are,” says Liz Williams CEO, “she looks for fashion that looks great for her curvy body at affordable prices.”

Okay!The Avenue Launches New Plus Size Brand- Loralette

The Avenue Launches New Plus Size Brand- Loralette

So which stores will you be able to shop Loralette?

Well, In addition to shopping online at, these styles will be available in select Avenue Stores including: Woodbridge/Iselin, NJ, Centereach Mall, NY, Clinton Valley, MI, Plaza at Chapel Hill, OH, Ladera Shopping Center, CA, Lakewood Sq, CA and San Leandro, CA.The Avenue Launches New Plus Size Brand- Loralette

The Avenue Launches New Plus Size Brand- Loralette Head over to to sign up for their list, to be the first to shop!

I appreciate the new options, new brands, and how these plus size brands are staying true to their core consumer, while dressing the needs of the newer demographics, personal styles, and aesthetics of the varied plus size woman.

What do you think? What is missing in plus size fashion for you? Does this brand and its message appeal to your style? Let’s discuss!

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Written by Marie Denee

I am the Editor in Chic of The Curvy Fashionista. Often goofy. Forever emo. Always a Virgo. You can find me somewhere grooving to 90s R&B.

What do you think?


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  1. I am 70. That’s right, 70. I am 5’3″ tall and wear a size 24. I have the favored hourglass shape. But fashion that favors 25 yr olds can look kind of weird on me. I order from JJill, but would love more kind of business casual grown-up clothes at reasonable prices. I am a psychotherapist and writer so I need to look professional but do not want to be dowdy. That is the niche that I see missing.

  2. I find many of the options out there to be quote fashion forward. While that is cool and all, it is not all that helpful for those of us that work in professional office settings. I think there is a dearth of quality, conservative/preppy work attire (think, seasonless wool suiting, no wrinkle, tailored button downs, etc). Talbots probably comes closest, but I find their tops don’t really accommodate a large chest (i.e., they are too short) and I haven’t had much luck with their pants, either.
    Which brings me to my second observation – there could definitely be more tall plus options. I’m only 5’8″, but love to wear 4″ heels. I often find myself envious of the number of petite plus options out there.

  3. I defiitely agree with the lack of tall professional plus size options. As a tall corporate plus sized mum, I couldn’t find much. That’s why I started my boutique for true plus size undress or mature women who need something more than the trendy stuff big sold now. I’ve already designed a line on paper, just hoping I can bankroll it before it’s too late.

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