Becca Etc: Expanding to Plus Sizes
When California swimwear maker Lunada Bay—known for such labels as Becca by Rebecca Virtue, Betsey Johnson, Lucky Brand and Mossimo—was looking for expansion opportunities, it saw potential in the contemporary plus-size market.
The result is that designer Rebecca Virtue has developed a new, large-size line called Becca Etc, which is an extension of her high-end Becca label. The plus-size label is being rolled out for Spring 2012.
Already, stores such as Nordstrom and Bloomingdale’s have ordered the collection of primarily one-pieces and tankinis structured to give the plus-size woman a reason to slip into something for the pool or beach. “I really felt this particular gal is just robbed of having any type of style or design to choose from in her swimwear,” said Virtue, a native Californian who studied at the Otis School of Art and Design. “What I have seen in the market and during my 25 years of research is that plus-size women have to get into a matronly looking suit, and it adds 20 years to their look.”
To add a touch of youthfulness to her new line, Virtue borrowed some of the elements she employs in her contemporary line.
Those elements are crochet and macramé, which have been implemented in Becca Etc.
To make the new line’s suits more slimming, Virtue created several asymmetrical styles in the tankinis and one-pieces. “We’ve offered a silhouette that still has coverage but may have a ruffle or a trim or a younger print,” Virtue explained.
Predominant colors are aqua, coral and black in nylon/spandex fabric. A python print of micropoly/spandex is also a mainstay of the “Animal Instinct” grouping.
Wholesale price points for the bathing suits range from $58 to $76.
For more information, call (212) 944-9788.—Deborah Belgum
