Made in NYC: Lingerie Goddess Margaret Shrum Hosts Private Lingerie and Sleepwear Sale

10 Oct

Expert Lingerie Personal Shopper Margaret Shrum aka The Lingerie Goddess

Margaret Shrum aka The Lingerie Goddess, hosted a Private Lingerie & Sleepwear Shopping Event featuring three NYC based Intimate Apparel designers on Thursday October 6, 2011.  The collections included Lola Haze by Laura Mehlinger, Ann Vogue by Asi Efros, and Ombrato by Masako Shirokawa.  The Event was “invitation only” and was held at the Doncaster showroom on 57th Street across from the famed Russian Tea Room.  It was a fabulous “girl’s night out” including a spread of wine, cheese, and other sophisticated snacks.  All of the guests were impressed with the collections and many walked out the door with shopping bags full of beautiful, unique, one-of-a-kind intimate apparel pieces which will be treasured for years to come.  I was delighted to learn that all three lines are manufactured right here in NYC’s garment district.  Apparently, our very own garment district is still alive and well!

Lingerie Designer Laura Mehlinger from Lola Haze

Lola Haze is a fashion brand designed by Laura Mehlinger who claims that she has been sewing and designing ever since she could hold a needle.  Her brand is playful, fresh, and inspires a sense of flirtiness.  The pieces she had on hand at the event were from various seasons but all maintained the Lola Haze brand identity which speaks to the young, contemporary consumer.  Body styles included tops, slips, chemises, bodysuits, rompers, teddies, camisoles, and panties.  Fabrications included silk, chiffon, mesh, all-over stretch lace, and jersey knit.  Several styles were constructed in “mixed media” (various fabrications in one garment).  And almost all styles incorporated unexpected details such as metallic trims, colorblocking and/or contrast color trims.  These elements of surprise set Lola Haze apart from other brands in her category.  Several of the styles displayed were one-of-a-kind; they were hand painted using splatter paint technique, hand painted placement graphic, or a Japanese hand tied tye-dye process.  All styles are bold, playful, sexy, and comfortable and can be worn as innerwear, loungewear, or as outerwear.  The Lola Haze collection inspires me to go Disco dancing….  If only the original Studio 54 was still open!

Lingerie Designer Asi Efros from Ann Vogue

The Ann Vogue collection is handmade in NYC.  The attention to detail is impeccable.  Each stitch is sheer perfection.  Ann Vogue is an exquisite lingerie collection which should be reserved for your most special occasions.  The quality of the fabrics, the attention to detail, and the construction of these pieces insure you will cherish them for a lifetime.  Body styles on hand at the event included “babydoll” chemises, slips, and camisole / tap pant sets.  The unparalleled fabrics included silk, silk chiffon and crinkle silk chiffon and most styles were trimmed with a delicate French leavers lace trim in a medallion motif.  Even the straps and ties were handmade of self-fabrics such as chiffon and were fully functional.  Ann Vogue epitomizes absolutely luxurious lingerie! 

The luxurious Ann Vogue Lingerie Collection

Lingerie Designer Masako Shirokawa from Ombrato

The last collection featured at the private event was Ombrato by Masako Shirokawa.  Masako also makes all of her sleepwear pieces in NYC’s own garment district.  Ombrato is a sophisticated lingerie and sleepwear collection of chemises, slips, camisoles and tap pant sets, kimono-style wrap robes, and bralettes.  Masako’s collection is constructed using silk, satin, stretch satin, and chiffon.  Styles shown at the event were adorned with delicate lace trims or styled using unexpected details such as draped chiffon or layering with raw cut chiffon.  Masako’s line is classic and elegant yet very “wearable.”  Ombrato speaks to the “lady” in me….  The collection is tasteful, refined, and graceful.

All three collections are unique and special in their own way.  Margaret Shrum has a talent for finding some of the most distinctive lingerie available.  Well, after all… that is her job!  And she loves it!  Margaret Shrum is known as the “Lingerie Goddess.”  She is an expert lingerie personal shopper in New York and Miami, creator of the Lingerie Diet, the Circle Lingerie Community, and the 30 Day Challenge, and author of the eBook “Secrets of the Lingerie Diet.”  Margaret’s personal outreach is to teach women to love their bodies and embrace the perfection of their inner courtesan and natural beauty. Margaret says “It is about truly discovering your sensuality, your own glamorous beauty, and making sensuality a part of your life, 24/7.”  It is Margaret’s hope for every woman — including her own daughter — that she enjoy her size, shape, and age at every point throughout her lifetime.

I was delighted to be at the event with Margaret and a few of my other favorite lingerie aficionados including Darlene Campbell, founder of the Hourglassy Blog and the NYC-based clothing company Campbell & Kate (CEO shirts for D.E.F. women.)  I look forward to Margaret’s next event as the Holiday Shopping Season is kicking off as we speak.  And it just might be time for me to utilize Margaret’s expertise myself as I am in dire need of a Lingerie Make-over (believe it or not)!


Expert Lingerie Personal Shopper Margaret Shrum

Follow @LingerieGoddess

Lola Haze NYC!/pages/Lola-Haze-TM/113573032344

Follow @LolaHazeNYC

Ann Vogue


2 Responses to “Made in NYC: Lingerie Goddess Margaret Shrum Hosts Private Lingerie and Sleepwear Sale”


  1. Intimate Affair: VMV Hypoallergenics Hosts Lingerie Sample Sale « Bra La Mode - October 14, 2011

    […] love Lola!  I saw the Lola Haze collection at the Private Sale hosted by “Lingerie Goddess” Margaret Shrum on October 6th.  But….Laura brought a few pieces to this event that I hadn’t seen […]

  2. Designer Spotlight on Asi Efros of Ann Vogue – The Lingerie Journal: Lingerie News, Lingerie Trends and Expert Advice for Lingerie Retailers - January 19, 2012

    […] lately. At a recent private lingerie and sleepwear sale hosted by Margaret Shrum, Moira Nelson of Bra La Mode commented, “The attention to detail is impeccable. Each stitch is sheer perfection. Ann Vogue […]


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