What is the Happily Eva After Collection?

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Eva Amurri shares some details on the Happily Eva After Collection

I can barely contain the excitement I feel today to be introducing you to the concept behind the Happily Eva After Collection! This has been SO long in the making, and is something that I’ve been inspired to do since I starting Happily Eva After! We’ve finally gotten to a place where we can actually release a collection in the way I’ve wanted to for so long, and so it seemed like the perfect time to actually try it out and see how you like it. Introducing: The Happily Eva After Collection!

I’ll start from the inspiration for even having a collection. I’ve been so lucky to travel the world and have tons of experiences since I was a little girl that really opened up my eyes aesthetically. Since I was little, I’ve felt like a little sponge, soaking up all of my surroundings. I feel so fortunate to come from a blended family, with both sides traveling a ton, and I got towed around quite a bit as a child. It really left a lasting impression on me creatively, aesthetically, and solidified my own Wanderlust now well in to adulthood. I’ve alway been attracted to beautiful things: clothes, accessories, household items…I mean, aren’t we all?! Ha! But most of all, what I’ve realized is that the real magic is in how things are curated. Items don’t have to cost thousands of dollars to be chic and fabulous. There’s a time and a place for diamonds, and there’s a time and a place for costume jewelry. Whatever your budget, it’s always been important to me to have a line of items where people can get just one fairly inexpensive item, or purchase more if they love a bunch of the pieces! Most importantly, I believe that great style comes from an attitude, and not from a price tag.

My favorite way to shop has always been in boutiques, where it’s obvious that the owner has taken so much time and care to carefully curate every item in there. Whenever I travel, or even right here at home, I always seek out amazing boutiques with a variety of items, from clothing to jewelry, items for home, or to gift. My biggest dream has been to create a line for Happily Eva After that reflects my favorite way to shop: limited edition series of products that come out seasonally, and reflect whatever I’m inspired by for that season ahead. I want it to feel like a boutique you’re visiting in a cool little town you’ve never been to before! I want you to be able to buy pieces from each collection, and connect a memory to them in your closet or on your table, the way that I have when I’m designing the collection. I want you to see the pieces we release, and the story behind them, and get excited for the season ahead!

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I’ve always been a bit of a chameleon when it comes to my personal style. Eclectic to the max. Sometimes I feel more feminine, sometimes I feel more modern, and other times more classic. Sometimes I want to dress in an ultra luxe gown, and other times I’m feeling more like a sneakers and leggings kinda gal. The Happily Eva After Collection is going to reflect that, and then some! Each series will be so specific, with a great story behind it, and then the next one will be totally different. Hopefully you can begin to collect pieces from them just as I’ve collected the memories that inspire every stitch, gem, scent, or color.

We will release a new “series” seasonally. One for Holiday (Winter), Spring, Summer, and Fall. Each one will be a collection of pieces that I designed, across the lifestyle verticals. You can purchase something for your home, to wear, to gift, or to adorn your neck, ears or wrist. The idea is to have fun with it! I’ve also designed the clothing pieces to style separately or together. If you want a whole “LEWK”, you can certainly have one! Whenever I shoot the lookbooks for each collection, I’ll show you how I like to style them to give you some editorial ideas. The biggest thing to note is that these series of products are LIMITED. Once they’re gone, they’re gone and never to return again. If you like something, hope on it!

As my first ever Happily Eva After Collection series, I knew I had to go back to my roots. I grew up spending every other Christmas with my father and his family in Rome. My Italian grandparents (Nonno and Nonna) are sadly no longer with us, but they both had the biggest personalities that will live in my memory forever. They were also the chicest people I have ever met. When I look back on the Holiday seasons of my youth, I have such specifically stylish memories linked to Rome at Christmastime. I knew that I had to use those memories to design my Holiday Collection for this year!

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I’m sharing some images of my inspiration for the collection here. None fo the pieces you see are actual items for the collection ,but you can get a sense of the color story, the vibe, and the spirit that will be in every piece. All of the pieces are named after the Italian women in my family. I even wore this dress for these photos that I purchased in Romania, since my great grandmother on my Italian side came from Romania! There are so many generations of memory on that side of my family, and I’m thrilled to open up a part of them to you.

I will be putting up another blog post very soon (and before the collection launches!) walking you through each piece, with a line sheet and sizing etc. along with where and when it will launch. For now, I’d like to note that the collection WILL be size inclusive. This was a really important aspect for me. I’d also like to share what the pieces will be:

The “Roma Mia” Candle

The Augusta Earrings

The Milvia Sunglasses

The Nives Sunglasses

The Eva Dress

The Lenora Coat

The Tonino Pajamas (unisex!)

The Roberta Bathrobe


I am truly so excited to share my full vision for this collection with you very soon, and I look forward to answering all your questions about the collection as well! Please let me know what you’d like to know and I’ll do my best to answer.

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Photographs by Julia Dags | Copyright © 2021 Happily Eva After, Inc. All Rights Reserved.

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  1. Katie says:

    I’m so excited!!! I cannot wait to see everything!

    09.15.21 Reply
  2. Maria Joe says:

    Very excited to see your collection.. from jewelry (my personal fav) to home goods and clothing. All inclusive- I like that very much. Can you clarify if that includes petite sizing? I do hope we haven’t been forgotten. Good luck and happy curating.

    09.15.21 Reply
  3. Corinna says:

    Sounds fabulous!!! Look forward to seeing your first collection and love your inspiration board. Your family must be so excited to have pieces named after them!!! Can’t wait.

    09.16.21 Reply
  4. Glenda says:

    Can’t wait to see everything…. but especially these:
    The “Roma Mia” Candle
    The Augusta Earrings
    The Eva Dress
    The Tonino Pajamas (unisex!)
    The Roberta Bathrobe

    Loving the boards and pops of color! Yay!
    Congratulations!!! xo

    09.17.21 Reply
  5. Sally says:

    How exciting!!! Will you be able to ship internationally?? X

    09.21.21 Reply
  6. Mab says:

    Hi, I’m Mab! I love everything HEA (and loved your work since the Saved! days) and was pretty stoked when I saw that you said your new line would be size-inclusive. I am curious though because that means a lot of different things. Are you able to tell us what sizes that does include? So many clothing companies now say they’re size-inclusive, but will only go up to a US Size 20/22 (maybe) or 1x/2x. That’s not really inclusive and leaves out so many of us that would love to wear things you created and curated. So I just wanted to clarify that. Thank you in advance and also I’m still super excited for what’s next with HEA:)

    10.04.21 Reply
    • Melissa says:

      I came back to see if anyone had commented on this aspect. The collection goes up to a “3X” but if you look at the size chart it is the equivalent of a M/L at other places with a 31” waist for a 3X. It seems to be size inclusive in label only.

      04.26.22 Reply
  7. Christine says:

    OG follower of yours! Cannot wait for this new collection. Congratulations!!

    10.05.21 Reply