Sofia Vergara Launches Size Inclusive Denim Collection For Walmart
Sofia Vergara is known for her bold and fun personality as well as being a powerhouse in Hollywood and an astute businesswoman
Photo: Courtesy of Walmart
Sofia Vergara is known for her bold and fun personality as well as being a powerhouse in Hollywood and an astute businesswoman. Now she can add denim queen to her long list of talents with the launch of Sofia Jeans exclusively available on Walmart.com.
The debut collection includes more than 100 pieces featuring graphic tees, jackets, and what’s considered the heart of the collection — a variety of jeans that all fall under two important categories for Vergara: size inclusive and affordable.
“That was a big priority, to try and bring upscale stuff that I buy into the mainstream, to make it look fashionable without sacrificing quality.”
The items are available in sizes ranging from 0-20 in bottoms and XS-XXXL in tops and everything is priced at $40 or under. The jeans also vary in style from skinny to straight to flares and joggers.
“She’s somebody who is known for her independent spirit and she’s so bold and confident,” Director for Exclusive Brands for Walmart Liz Rizzo said about partnering with Vergara. “It was important for Sofia and for us to have a collection that really celebrated that spirit of all women and embracing all body types”.
HipLatina got to sit down with Vergara and she greeted us wearing the Sofia skinny jeans and the evil eye graphic tee. She bluntly talks about what she loves about her favorite pair from the line and how other women look for those same qualities.
“They’re super elastic but they don’t look cheap, it’s not thin material. They hold, so you don’t feel like you’re a sausage, but you do feel like you’re protected,” she said. “I love these because this is the style that I mainly use”.
Her left wrist shone brightly with diamonds on multiple bracelets featuring the evil eye, a symbol she made sure would be weaved throughout the collection as her own personal touch. For each purchase, customers will receive an evil eye bracelet (while supplies last) with a note from Sofia. The mal de ojo can also be found in the Sofia studded mid-rise jean, featured in each individual stud along the bottom. Many of the jeans also have the symbol on the tag in the back.
This attention to detail is part of what makes the line — which has been a year in development — such a personal project. The jeans are named after family members, who, according to Vergara, are all different shapes and sizes, giving the collection a sense of authenticity.
“I know all those women, I know all those body shapes and I know what looks good on each of them,” she said. “We created jeans that will look good on all the different bodies and make all of them look cute.”
Not only is her family the inspiration behind the names of some of the pieces, but they are also featured in the ads for the line wearing the jeans they inspired.
From the comfy and casual Veronica, named after her sister who is a single mom always on the go, to the soft and stretchy Paula, named after her cousin who is in college and can use the versatility of dressing them up or down.
During the interview, Vergara shows off the eponymous skinny jean she’s wearing to show they didn’t “stretch or deform” after she’s been wearing them since early in the morning.
The Modern Family star — who for seven straight years remains the highest paid actress on TV — knows quality and didn’t want to put her name on something that didn’t meet her standards.
“With Walmart, it’s super affordable and then with my input it’s super fashionable, it was the great combination that we wanted.”
But more than affordability in general, she wanted to make sure that the pieces were available to ALL women noting how social media has helped raise awareness for size inclusivity. She wanted to create something women “want and need”.
The numbers back up the overwhelming need for more size inclusivity in the clothing available in mainstream retailers.
Edited, the retail analytics firm, looked at 25 of the largest multi-brand retailers which collectively carry more than 15,000 brands, and they discovered that 2.3 percent of the women’s apparel assortment is plus-size. While statistics cited by Walmart found that more than half of US women ages 18 to 65 wear a size 14 or higher.
“Sometimes it’s hard to imagine a pair of jeans on a girl that’s a size 2 and you’re a size 12. But if you can see it, you think ‘oh I could look like that’,” Vergara said. “We made sure to include all the sizes and models to give a good sense of what we’re providing.”
Head of Consumer Communications for Walmart.com Danit Marquardt shared that Walmart.com was relaunched a year ago, where they developed new fashion lines available exclusively online. The company has worked with Ellen DeGeneres and Kendall and Kylie Jenner but with Vergara’s line, it also has that added touch of Latin culture. Graphic tees include quotes like “Soñar No Cuesta Nada” and “Amor Del Bueno” and “Sin Miedo”.
The line also includes embellished denim jackets, denim skirts, and a multitude of colors and added details including lacing and stripes on the jeans.
Rizzo emphasizes Vergara’s involvement in the process of developing the collection and Vergara said she approached the designs thinking about what’s trending and what she would be happy wearing herself. In the days before the reveal of the collection, she’s been posting on Instagram the different ways she styles her jeans using the #daysofdenim hashtag, cementing her love for the versatility jeans afford her.
Stating that she, like everyone else, has body issues, the 46-year-old brunette emphasizes the importance of finding what works which is why the collection has such a breadth of sizes and styles.
“I think now that I’m older, I wish I had known that things get worse with time,” she said with a laugh. “So I would have been even more comfortable when I was younger. I would’ve enjoyed my legs more, worn shorts more. Aging is a process, no one is escaping except maybe J.Lo.”
But all jokes aside, she goes back to the simple truth that can essentially be the foundation of the collection itself.
“I think every woman, no matter who they are, where they are, they wanna feel cute,” she said. “No one is perfect, every woman has things she prefers would be different but the important thing is to focus on what works for you. You’re going to feel confident and beautiful”.
