A small throng of excited shoppers descended on the Evans flagship store in London’s Oxford Street this morning for the launch of curvaceous singer Beth Ditto’s range for the plus-size retailer.
Shopper turnout was nowhere near on the scale of Kate Moss for Topshop, sister chain to Evans but those customers that did turn up were enthusiastic about the new range.
Shoppers told Drapers they were keen to get their hands on key pieces from the eclectic 22-piece collection, such as a domino print dress and purple sequin top, all in Ditto’s signature glam rock style.
Prices range from £18 to £65, with sizes from 14-32.
Ditto worked closely with Evans head of design Lisa Marie Peacock to create the collection, which launched in 16 stores across the UK and online this morning. At the time of writing all of the collection was still available to buy from the Evans website.
Evans creative director Rachel Sproule told Drapers at the store this morning: “Beth Ditto is probably one of the most awesome women on the planet. It just makes sense to have her collaborate with Evans. We want to attract a cool, younger customer into the store. We’ve got Topshop, but where do the younger, bigger girls go?”
Sproule said the range could pave the way for future collaborations. “This is just the beginning,” she added.
Drapersonline.com will be uploading a video from the launch later today.