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Natalie Mariduena Launches Eladay, Her New Athleisure Brand

Shop the collection of comfortable tops, bottoms and accessories now.

Cara O’Bleness

Natalie Mariduena

Natalie Mariduena.

Two-time SI Swimsuit model Natalie Mariduena can officially add clothing designer to her major list of accomplishments. She launched her new athleisure brand, Eladay, on Thursday.

While Mariduena has been teasing the release all month long on Instagram, the brand went live late last week. The David Dobrik LLC president unveiled her new company with a cute promo video on Instagram.

In the snippet, Mariduena rifled through her clothing as she got dressed in the morning and pulled several Eladay pieces out of her closet. The clip showed Mariduena lounging around, hanging with friends and working out, illustrating how her brand’s line of athleisure is suitable for just about any and every occasion.

“A massive thank you to everyone who has helped bring this brand to life and to all of you for the love and support,” she gushed in the caption. “this is my pinch me moment!! can’t wait to see you all in your eladay and for everything else to come 🤍.”

Many of Mariduena’s followers were quick to congratulate the model on her new business venture.

“Just placed an orderrrr 🤩,” one fan shared.

“This but on a 24 hour loop please,” a follower sweetly said. “Natalie you’re an angel.”

“So so proud of you lady. Everything shipped minutes after I placed I am geeeekin,” someone else added.

“Love the promo! Creativity and execution ✅,” another person complimented.

The Eladay website states that the brand’s functional and versatile pieces are meant to be incorporated into each patron’s unique personality and style. Mariduena also noted that the collection was inspired by the modern-day working woman—who regularly squeezes work, exercise and social time into her schedule—in mind.

“We live our whole lives in our clothes, we might as well feel confident living our whole day in them—wherever the day may take us,” she wrote. “I hope these Eladay pieces fit you and your everyday style as effortlessly as you live your life.”

Shop Eladay tops, bottoms, accessories and Mariduena’s personal picks here.

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Cara O’Bleness

CARA O’BLENESS

Cara is a trending news writer/editor for Sports Illustrated Swimsuit. A passionate writer and editor with more than 10 years of experience in print and online media, she loves storytelling and believes that words have the power to change the world. Prior to joining the team, Cara worked as a writer and editor across a number of content verticals, including food, lifestyle, health and wellness, and small business and entrepreneurship. In her free time, Cara loves reading, spending time with her family and making her way through Michigan’s many microbreweries. She is a graduate of Michigan State University's School of Journalism.

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