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Addition Elle partners with blogger on new collection

Nadia Aboulhosn brings cutting-edge style to retailer's Love & Legend brand

Plus-sized fashion blogger Nadia Aboulhosn has been featured in Addition Elle campaigns since 2013. Now, the plus-sized retailer has enlisted Aboulhosn to go behind the scenes and design a new collection.

Aboulhosn, who is based in New York, is collaborating with Addition Elle on a new 14-piece capsule collection for its Love & Legend brand. Addition Elle partners with plus-sized model Ashley Graham for its lingerie collection, but wanted to do a collaboration for its young and trendy Love & Legend brand, said Roslyn Griner, VP of marketing at Addition Elle.

Known for her cutting-edge fashion sense, Aboulhosn was the ideal fit. “[Nadia] always does something crazy with our clothes…she’ll wear a bathing suit as a top or she’ll wear a sweater as a dress with no bottom,”explained Griner. “We love the fact that she’s super adventurous and really puts us in a very fashion-forward light.”

In 2013, Aboulhosn was featured in a lingerie campaign for Addition Elle, as well as its “I Have Great Genes” campaign alongside other bloggers.

“There was always this [feeling] that we shoot lingerie on these beautiful models who are very proportionate, but would the lingerie look as sexy and seductive on real girls? So we hired three bloggers of which Nadia was one of them,” said Griner.

“We wanted to showcase the fashionability of our clothes and we felt the best way to do that was these young ambassadors who have huge followings of fashion-interested customers.”

Aboulhosn will launch her military-inspired collection during a customer appreciation event at Addition Elle’s flagship store in Toronto in September. Aboulhosn will participate in a meet-and-greet with fans as well as do media interviews. A look book featuring Aboulhosn will support the launch, and will be offered to consumers both via direct mail and online.

Addition Elle is still finalizing details on the promotional campaign, but Griner said it would include digital advertising and videos featuring Aboulhosn, which will be shared on social media.

“We have to do something very strong socially because that’s her strength,” said Griner, noting Aboulhosn has a huge Instagram following (200,000), for example.

Brill Communications is handling public relations.


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