The Columbus-based, plus-size clothing line re-launched today

This is not fashion for plus-sized women. This is fashion that just happens to be in sizes 14 to 24. So say the folks behind ELOQUII, a Columbus-based, plus-size clothing and accessories line that today re-launched under new ownership-and with a whole new feel.

The label, sold online at ELOQUII.com, was first created by The Limited, then phased out last year. A few of the creatives behind it, however, bought it with investors, and have turned it into something they feel plus-sized fashionistas deserve-quality pieces that in many cases break the so-called rules. In other words, bring on the white jeans, horizontal stripes and crop tops, ladies: Based on a stroll through their look book, this stuff is fun.

So who, exactly, is the ELOQUII customer?

"She is life-loving, fashionable. She wants the trends. She wants quality clothing that she's not offered," said Julie Carnevale, vice president of merchandising and general merchandise manager, formerly of The Limited and Express. "We think this customer has been excluded from fashion."

Steve Zawada, executive vice president and chief operating officer, who has worked for both The Limited and Abercrombie & Fitch, is excited to provide a product for this client, who is likely in her mid-20s.

"We're not telling her what she should wear," Zawada said. "She's telling us what she wants to wear."

Designed by creative director Jodi Arnold, the tops retail for $28 to $88; pants retail for $68 to $88; and dresses retail for $78 to $178. The line will take the Zara approach, Zawada said-buy lean, mark down frequently. New items will hit the website every two weeks.

ELOQUII (a combination of the words "eloquent" and "soliloquy") is encouraging women to photograph themselves in the line's clothing and post it to social media with the hashtag "xoq"; user photos, then, will be streamed on ELOQUII's website.

"We want the whole experience for her to fuel a sense of community," Carnevale said. "We want to be the destination for plus-sized fashion."

Get a peek at the collection in our slideshow.

–Kristy Eckert, @kristyeckert