Celebrating an Icon

Since its launch in 2016, Matilda has become one of Elomi’s most recognisable and best-selling collections. Created with the signature underwire plunge frame, Matilda delivers a forward, round shape, bust separation, exceptional uplift and all-day support - a combination that has driven consistency through repeat purchases and year round replenishments.

Over the last decade, Matilda has sold over 2 million units globally, including 217,000 units in the last 12 months alone, cementing its status as one of Elomi’s most loved collections. The frames popularity extends beyond the single style, inspiring other styles including Charley, Priya, Sachi, Kintai, Namrah and Reja, further establishing Matilda’s status as a key collection within the Elomi portfolio.

To mark Matilda’s significant milestone, Elomi has launched an emotive social series ‘10 years, 10 stories’ to spotlight the authentic voices behind Matilda’s success. The campaign will tell the story of the collection through ten unique perspectives from the Elomi designer and pattern cutters to fit specialists, retailers, customers and members of the fuller figure community. The series will showcase not only the craftmanship and expertise behind Matilda, but also the real life impact the collection has had on the women who wear it, reinforcing Elomi’s commitment to supporting the fuller figure community for the next decade and beyond.