We’d Tell You What Brand This Is, But You Wouldn’t Believe Us

With the increase in plus-size stores (both brick-and-mortar and online), companies are beginning to realize they need to put a little effort into standing out from the crowd. And, believe it or not, fashion giant Lane Bryant is leading the pack. Anyone with an incredulous eyebrow furrow going on right now has not been keeping tabs on the brand like we have.

It first launched Lane Collection, a fashion-forward capsule collection (with a higher price point) that appealed to a younger customer base. That was followed by a huge win for the entire plus-size community: a collaboration with Isabel Toledo (yep, designer of Michelle Obama's Inauguration outfit) which will continue to sell until the fall, longer than any other partnership of its kind. Rather than bask in that success, Lane went ahead and tapped French designer Sophie Theallet to create its first designer lingerie lineup for Cacique, which is due out this fall. It's impressive that anyone over there even found the time to release this newest style endeavor: 6th & Lane.

Replacing the Lane Collection, 6th & Lane is an edgy, runway-inspired line filled with luxe fabrics and innovative designs that would fit perfectly in any style-conscious woman’s wardrobe — but it's made for those wearing a size 12 to 28. Linda Heasley, president and CEO of the brand, explained, “The Lane Bryant customer wants and deserves more fashion to allow her to express an individual view.”

And, it's not just the sizing that makes this debut attractive to a wide array of shoppers; the prices go all the way from $39 to $499, meaning it'll feel like a fit to the budget-conscious and spendier sets. Of course, Heasley adds, it's about providing a better quality of product for customers who shouldn't have to settle for less. “6th & Lane is designed to represent the feminine and chic woman who takes notice, and is noticed.”

It's safe to say we're taking notice, and we can only imagine that other brands will, too. Until then, we'll be happily highlighting several of the sleek ensembles ahead.