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Mark Your Calendars: Natalie Mariduena’s  Clothing Line Debuts on Feb. 23

The model and entrepreneur says creating Eladay is a dream come true.

Ananya Panchal

Natalie Mariduena

Natalie Mariduena.

Natalie Mariduena is a model, businesswoman and documentary star. The 26-year-old can now add clothing designer to her list of pursuits.

Mariduena announced the news about the launch of her brand, Eladay, on Instagram on Feb. 8. The adorable photo dump featured a few high-res promo pics of Mariduena in a blue one-shoulder bodysuit with cut-outs paired with sweatpants, sifting through racks of Eladay clothing samples. The rest of the snaps included color palettes, fabric charts and mood boards for a behind-the-scenes look at the two-year process.

The final shot of the carousel post was a delicious dinner including a green cake decorated with white-and-yellow flowers. “It’s giving eladay,” read the icing.

“todays the day one of my life long dreams becomes a reality! I love fashion and business and have always dreamt of creating a brand and community that made people feel and look good,” Mariduena wrote. “My co-founders and I have worked the past two years to create something that feels authentic, practical and versatile to do just that. Thank you all for empowering me to follow my dreams and seize opportunities i never thought possible!! Lots more to come! Okay enough sappp, @eladayofficial launching feb 23!!! 🥰🥳🥹❤️‍🔥.”

The official Eladay Instagram feed features a few pictures, all with a caption announcing the brand’s launch date: Feb. 23. In one muted video, Mariduena walked around in orange leggings and white Nike Air Forces. Others in the clip wore brown cargo pants and light blue joggers. The two-time SI Swimsuit model then held up a glass of wine to “cheers” with her friends.

In another video, a ton of millisecond-long clips were compiled. Mariduena can be seen on the phone, eating pizza, jumping on the bed, listening to music, dancing, painting her nails, brushing her hair, putting on makeup and working out—basically just doing everyday life.

“It’s safe to say that the eladay girl likes to get dressed,” reads the caption. “I mean, who doesn’t? Public nudity is hardly the vibe.”

The Los Angeles-based company describes its clothes as everyday wear, but a “little less boring.” 

Interested customers can sign up for pre-launch access on eladay.com.

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Ananya Panchal
ANANYA PANCHAL

Ananya Panchal is a writer on the Lifestyle and Trending News team for SI Swimsuit, where she covers fashion, beauty, pop culture and the internet’s favorite personalities and trends. She joined the brand in 2022 after roles at Bustle, the San Francisco Chronicle and the TODAY Show. Panchal loves to write about fashion in all its forms—from standout runway moments and evolving street style to the best accessories to elevate each season’s wardrobe (she rarely goes anywhere without a stack of jewelry and a coffee in hand). A self-proclaimed beauty fanatic, she’s always on the hunt for must-have products and loves breaking down viral trends. Her favorite series at the moment is spotlighting female founders and the stories behind the brands they’ve built—especially those shaping the future of fashion, wellness and tech. She is based between New York City and San Francisco and, when she’s not writing, can be found rewatching One Tree Hill, playing sudoku, trying new restaurants or ranking her favorite Disney Channel Original Movies. She holds a bachelor’s degree in communications and journalism with a minor in criminal justice from Boston University.

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