Tag Archives: curvy

Intimate Insight: Curvy Couture — Beautiful Bras For the Full Figured Woman

25 Jan

All too often curvaceous women have to settle for ill-fitting, frumpy looking bras while their smaller counterparts get to enjoy the luxury of fashion forward designs.  Dora Lau, president of Dora L. Inc., became frustrated with the small selection of beautiful, well priced bras for full figured women and decided to launch Curvy Couture, a collection that uses the latest technologies to create intimate apparel that enhances a woman’s curves and makes her feel wonderful.

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After graduating from FIDM, Dora Lau started her career in Full Figure eveningwear.  This experience working with beautiful, luxurious fabrics gave her the push to begin working in the intimate apparel industry.  Since then, Dora has been manufacturing bras for top brands for over 25 years, including the likes of Victoria’s Secret and Lane Bryant.

designer

The brand offers solutions to women who all too often have to compromise themselves by wearing bras and panties that do not fit correctly.  Oftentimes this results in pained shoulders from straps that are too tight and dig into the skin.  Curvy Couture offers products that lift the bosom and allow women to feel confident showing their curves without hiding under loose tops.

Curvy Couture has been in the making for many years, but only recently has Dora been able to set aside the funds to make her dream of offering affordable and beautiful bras to full figured women a reality.  Launching the new label and branching out into e-commerce offers customers the latest fabrics and trims utilizing the latest innovation and technology to enhance fit and comfort.  “Retail stores have been reluctant to carry curvy lingerie nor do they have a special section to service my customer.  I believe e-commerce is the best way to reach out to my girls.  She will enjoy the luxury of fitting our bras with total privacy at home, or wherever she prefers, and does not have to deal with the pressure of being intruded by sales associates in stores,” says Dora.

Dora grew up in the world of entertainment, with her parents owning a record label in Hong Kong.  She was able to be very much involved with the dressing of her parents’ singers for performances and gained an appreciation for fashion and flair.  As a result, it came as no surprise that inspiration for the launch collection came from Hollywood glamour and the Art Deco era.

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One of the most intimidating aspects of purchasing a bra online is the fear that it will not fit.  However, Dora has done away with this fear by offering a unique feature called Pick 2 on Curvy Couture’s e-commerce site that allows women to choose two bras to test for size and fit.  The bra that does not work is simply returned.

Currently Curvy Couture offers styles in C-DD cup sizes, but Dora plans on expanding the size range to include F, G, and H cups in spring 2013.  Other endeavors for the brand include producing a line of sports bras that are easy to put on without causing a heart attack to take off as well as a line of light shapewear that is easy to wear and provides sculpture for curves.

It will certainly be exciting to see how the brand develops throughout this coming year and beyond.  The lingerie industry could definitely use more entrepreneurs like Dora who realize that full figured women want to celebrate their curves and not hide them.

Intimate Insight: Bra-Sized Swimwear Line A.Ché Launches “Naturally Perfect” Search To Change Model Perception

2 Jan

A Che Model SearchA.Ché, a contemporary fashion forward swimwear brand designed for “the natural woman” has teamed up with Natural Model Management, a modeling agency dedicated to representing models of various shapes and sizes, while valuing each model’s natural build and body size to find the new face of A.Ché swimwear and promote “Naturally Perfect” bodies.

ache_designerAmanda Ché, founder and designer of A.Ché swimwear explains the model search, “we support the movement towards women living a healthy and confident lifestyle and to be comfortable in your own skin.” Ché adds, “in the fashion world, there is a false message that women are subjected to in many facets of their everyday life; only beautiful and sexy women are stick thin with perfect hair, perfect skin and perfect bodies. That is a make believe world and couldn’t be more destructive to young women.”

Given the opportunity to work in the swimwear industry where a model’s body is fully exposed, A.Ché wants the search to help share the message that being healthy, active, and curvy is beautiful too.  According to A.Ché they want their next model to have curves – more Kate Upton than Kate Moss.

Natural Model Management founder and model, Katie Halchishick says, “Natural Model Management is excited to team up with A.Ché swimwear to promote a healthy body image for girls and women everywhere. Girls are tired of feeling bad about themselves and it is time to show all different types of nice bodies and beautiful women, let the celebration begin.”

The 2013 A.Ché Naturally Perfect Model Search began on January 1st, 2013. To enter, all models must go to www.acheswimwear.com to fill out the online questionnaire and submit up to six (6) photographs of themselves (at least one headshot, one swimsuit front view, side view and back view). Submissions will end on February 28th. 

AChe_PippaOn February 28th, A.Ché will also announce the Semi-Finalists of the model search. Once the Semi-Finalists are announced, A.Ché will create an online profile for each finalist, where the public will be able to “vote” for their favorite model. Voting starts March 8th and will end on March 22nd.

The two finalists will be announced on March 23th on the A.Ché website. These finalists will be flown to Los Angeles (if necessary) for an exclusive party on April 13th where the winner will be announced.

The prize package will include a 1-year modeling contract with Natural Model Management, a photo shoot with A.Ché swimwear, as well as prizes from the sponsors. 

About A.Ché

A.Ché is a contemporary fashion forward swimwear line designed for “the natural woman”. Built on the foundation of something that fits all shapes and found in every women’s wardrobe, the bra, A.Ché offers designer swimwear that lifts, supports and enhances a woman’s natural body in all the right places. Offering bra sizing from a 32A to a 36F, A.Ché has something for women with all body types to feel sexy in, without sacrificing comfort for style. www.acheswimwear.com

About Natural Model Management

Natural Model Management is a modeling agency dedicated to representing models of various shapes and sizes while valuing each models natural build and body size. Natural encourages their models to find a healthy balance in life and their bodies! Healthy is the new Skinny is the sister company to Natural Models and they work to produce beautiful fashion images using various size models in order to create a healthy body image for girls and women everywhere! Natural Model Management and Healthy is the new Skinny are living proof that beauty is not defined by size. www.naturalmodelsla.com

Intimate Insight: I love you, Jenette!! by Enid

27 Jun

A year ago this week I finally decided to make a major change in my life and set out to lose 85 pounds.  As of today I’ve lost 57 pounds, dropped three sizes and my waist is almost 8 inches smaller.  Even more important is that as I began to experience positive progress with this goal, I was encouraged to make some other changes in the rest of my life.  Today I am a much happier woman who is very excited to see what new surprises await this year and the years to come.

Given all this weight I’ve been losing, it was inevitable that my bras, like most of my wardrobe, would start to become too big for me.  At a house party one weekend, I met two fellow busty gals, Brittany and Lisa, who told me about this place called Jenette’s Bras which sold to D cups and above only.  I was excited to check out this store and when I needed to replace some of my now too big bras, I decided to take the subway down to their East Hollywood location.

Located in the Bike District, near LA City College, this shop is no regular rack store.  Instead I walked into a waiting room furnished  à la Mad Men, complete with vintage Playboy and Life magazines and a nice display of bras from my favorite label, Prima Donna.  The woman sitting at what looked like a receptionist’s desk had me fill out a card with my info and then take a seat.

After a short wait, Sara escorted me back to the dressing room area and started sizing me up.  No tape measures here, just some questions about what I was looking for, what size I had been and an eyeball of how my Fantasie bra was now fitting me gave her all the information she needed.  She handed me what turned out to be the beige version of my beloved Prima Donna Deauville bra to try on to verify  my size.  I had been worried that all this weight loss would mean a reduction in my well-endowed chest, so I was thrilled to discover that while my band size had gone down, my cup size had remained the same and I was now a 36G/34H depending on the style of bra.

I tend to stay with black and beige colors, but when Sara brought over this cute red number I just had to try it on; and it was love at first fit.  I can safely say my love affair with molded bras is over and I’m now all about the sheer and lacy!

The bra I bought was a Panache Superbra Tango II.  It made my chest look amazing!  I wore it out that night on a pub-crawl and seriously could not stop checking myself out.  It lifts, separates, gives amazing support and looks beautiful.  I’m quickly learning that a good bra is not determined by the type of fabric used so much as by the construction, and Panache makes an amazing bra that looks and fits as good as the more expensive Prima Donna, but for half the price.

Thank you so much to Sara who helped me out and introduced me to some other amazing styles as well.  If you live in the LA area and you are a D cup or above, you must take a trip to Jenette Bras and get yourself something gorgeous!

Resources:

www.JenetteBras.com

www.Panache-Lingerie.com

Intimate Insight: Curvy Kate “Star in a Bra” Model Search Launches Today in the USA

5 Apr

Calling all Curvy Girls…. Today’s the day….. Log on to Curvy Kate USA’s Facebook page to enter yourself into their “Star in a Bra” Model Search.  For more information (or to learn about past “Star in a Bra” Contests in the UK and in Australia,) log on to Curvy Kate’s official website.

Intimate Insight: Investing in My Chest by Enid

2 Apr

“Buying a phone’s a big deal.  I mean, think about how long you’ll have this thing.  It’s like buying a car or a bra.”
She snaps her bra strap.
“Eight years, man.”
– Zooey Deschanel on New Girl

There are two things my mother tried to instill in me when it came to money – the importance of living within your means and, when it comes to certain items, cheaper is not always better.  The first lesson took me a long time to learn.  As for the second lesson, at the time, my mother was explaining why she was spending so much money for Le Creuset cookware and a Kitchenaid food processor.  She felt it was worth it to spend more money for something dependable and that would work better than it’s cheaper cousin.

For the longest time I’ve always tried to go the cheap route when it comes to clothes to keep within my means.  And for the longest time I saw purchasing a bra as no different from purchasing underwear.  Just something there to wear under your clothes until you wear it out and find another one.  And the marks on my shoulders from the straps digging in, the constant adjusting, the boob seepage underneath the bra and the lack of support were just considered par for the course for a full figured gal like myself.

Since starting these reviews for Moira and learning everything she and other women in her field have taught me, I’ve realized that buying a bra is not like buying any other piece of clothing.  Buying a bra when you have large breasts is more equivalent to buying a pair of running shoes.  Sure, you can go cheap.  And then you can suffer from nerve damage in your leg and sciatica like I did when I started running in cheap shoes that, despite the fancy name brand, turned out to have no arch support whatsoever.

When you go to a good shoe store to get running shoes, they don’t just throw you a pair and say, “Here you go.”  You try them on, go running around the block in them, try on a couple different pairs until you find one that fits comfortably, feels good and gives you the support you need.  And often you may find that the right pair is going to be about $100, but it’s totally worth the investment.  I’ve discovered recently that it can be the same for bras.

When I first found myself paying $60 for some of these bras, I went through some sticker shock.  Having always been used to keeping my apparel purchases to $30 and under, it seemed absurd to pay so much.  But these amazing bras fit well and gave me great support and it was worth the investment to feel comfortable and look good.  But to pay over $100?  No way!!

Well, maybe…

Prima Donna Deauville Full Cup Underwire Bra

I was fortunate enough to have been given a lovely Prima Donna Deauville bra recently.  I about choked when I saw the $138 sticker price.  Craziness!  Who would pay that much for a bra?  Well, it turns out I would now.  I have to say that out of all the bras I have, I live in my Prima Donna bra the most.  Not just as everyday wear, but I get more support from that bra than any of my sports bras.  Thought it’s definitely a fancier bra, I always wear it when I go cycling since I never have to worry about an errant boob knocking me in the face when I hit a bump in the road.

And it looks gorgeous!  I have a couple tops that I’ll wear with it that give just a little peak of the lace pattern when I go out with my girlfriends just to feel a little sexy and flirty.  So often it seems that I have to choose between pretty and functional when bra shopping, but with this one I get both in one amazing package.

So while I will still be looking for more affordable styles, I don’t mind saving up to splurge on a couple more Prima Donna bras because they are so worth the investment.  Because every woman deserves at least one amazing bra that makes her feel and look gorgeous.

Resources:

www.Prima-Donna-Bras.com

Intimate Insight: A little less Streetwalker, a little more Professional Businesswoman, please… by Enid

5 Mar

Enid Wearing a Pinstripe Skirt; Looking Professional - More Businesswoman than Streetwalker!

When I was visiting Moira in New York, she decided to stop by a lingerie store and, while talking to the owner, we got on the topic of plus size lingerie or more specifically why they didn’t carry them.  They had a great location, lots of foot traffic, but the owner told us that plus size stuff just didn’t sell.

I wanted to be all indignant and outraged about it, but I started thinking about my own shopping habits and realized that she may have a point.  When I go shopping for clothing, I tend to stick with places where I know for a fact that they carry my size.  Even if it’s a place where often the majority of the items are not to my liking and I have to dig to find something that I want.  (I never set foot into an Old Navy until I saw a woman at a club in this cute outfit my size that I had to have and she informed me that she had gotten it there.)

I very rarely will venture into a new store unless I’ve found out from someone else that they carry my size or a friend drags me in to look.  I just want to avoid going in to a store to shop only to have some popsicle-stick look me up and down and then dismiss me with a “We don’t carry anything in YOUR size.”  It’s bad enough going into department stores and trying to find a certain style of dress only to have some woman shove me into a back corner where a bunch of shapeless, black “dresses” hang and tell me, “That’s all we got.”

Melissa McCarthy said it best.  If you are a plus size woman, your options are limited to flowery grandmother or streetwalker.  I’m not big on flowers and I prefer to dress using the Edith Head philosophy – “Your dresses should be tight enough to show you’re a woman and loose enough to show you’re a lady.”  But the options in my size tend towards sausage or potato sack.  If I could afford Marina Rinaldi, I’d buy their fashions in a heartbeat, but I can’t even afford to take all my off-the-rack purchases straight to a tailor to have them fitted, (school loans trump vanity every time) so I can only choose a few key items to be fixed every so often.

Enid's Wish List - a Marina Rinaldi dress

Even more disappointing is that the few popular plus size chain stores out there carry very little in the styles that I want to wear.  Yes, I do work in post production and I can get away with jeans and a T-shirt or yoga pants and a henley.  However, they say dress for the job you want, not the job you have; and I prefer something a little more dressy.  Pencil skirts to my knees with button-up blouses, pin striped slacks, a checked dress jacket over a red silk top, knee-high boots and a colourful, geometric patterned dress – these are a few of my favorite things…

At one store where most of the merchandise seemed aim to a more goth crowd, I was able to dig up this amazing pin striped skirt that is one of my prize possessions.  At another store which opts to sell clothes in mostly primary colors (I’m more of an autumn palate myself), I found some really nice fitting slacks that I bought in brown and black.  And lately I’ve discovered that the colors purple and mauve really suit me, and I’ve been trying to add more into my wardrobe.

But finding all of this takes a lot of time and effort and there are some days when I could just cry because all I want is a simple black dress in a certain style that I see widely available for smaller sizes, yet trolling an entire mall for the day yields nothing in my size.

For now, I can only rely on the tried and true method.  If I see a woman my size wearing something amazing then I ask her where she got it.  Or else I just pick a weekend, clear my schedule, wear comfy shoes, pack a water bottle and a Powerbar, and start digging through the racks until I find that hidden gem.

I would love to hear what you think.  But even more importantly I would love to find out where you’ve found some amazing piece of clothing so I can go get one, too.  Let me know about your awesome finds or your own tips for shopping for a plus size figure

Intimate Insight: Curvy Kate Launches “Star in a Bra” Model Search in the USA

22 Feb

It was over a year ago that I first discovered the UK brand, Curvy Kate.  As a full-busted consumer, I am always on the lookout for new brands which cater to women like me.  And as an intimate apparel professional, I make it my business to know what’s happening in the world of lingerie.  I was immediately drawn to the youthful, playful and flirtatious styling of the brand and anxious to find out how to get my hands on a matching set.  And it was great to see the product on curvy models that looked like me!  But more importantly, it was their business strategy that caught my attention.  Besides the fact that they had over 400% growth in the few short years since launching the brand, I was very impressed with the company’s innovative approach to marketing. 

Late last year I wrote an article for The Lingerie Journal about the importance of social media in the intimate apparel industry.  I identified Curvy Kate as one of several intimate apparel brands which are doing a great job utilizing social media to promote themselves.  I wrote, “In the U.K., the newcomer on the scene is a full-busted brand called Curvy Kate…..they’ve come on the scene and made quite an impression. And the bulk of their marketing has been a “grassroots” social media campaign. Curvy Kate is active on the internet and appeals to the “everywoman.” Rather than hire expensive models to promote their brand, they conducted a model search called “Star in a Bra.” All of the Curvy Kate models are amateurs who submitted themselves to be the face and bust of the brand. And the best part is that we get to be the judge!”

At that time, Curvy Kate was only available in the UK and in Europe and was starting to take hold in Australia.  But this relatively small, full-busted UK label has since gone global.  And much of this success is due to their innovative “grassroots” marketing and PR initiatives.  The brand is now being sold in specialty shops throughout the US and is available on the leading intimate apparel ecommerce site, BareNecessities.com.

To celebrate the brand’s foray into the US market, the company has recently announced that they are bringing their annual Star in a Bra competition to the US.  Starting in April, the brand will scour the United States for a naturally curvy woman who will become the face and body of the brand.  Going against the grain, Curvy Kate champions shapely figures by searching for D plus girls who are curvy, charismatic and confident with a fuller body and a natural full bust.

The Star in a Bra search will be run through the brand’s new USA Facebook page and they encourage fans to submit their favorite lingerie photos to win an international modeling contract and a year’s worth of Curvy Kate Lingerie. The winner will also be flown to the UK to take part in the brand’s latest marketing campaign with fellow UK and Australian winners.

The competition strives to celebrate healthy curves, a positive body image and diversity. Curvy Kate Marketing Manager, Hannah Houston, stated, “We truly believe that our customers should model our lingerie as these are the girls who will be buying it. Our model search isn’t just a one off – it’s here to stay to prove how gorgeous the shapely figure looks in lingerie – wobbles, bumps and all. If you can wear Curvy Kate lingerie – you’re in.”  Showing how Curvy Kate’s lingerie looks on a fuller bust and shapely frame gives a true representation of how the product fits and supports a larger bustline.

Curvy Kate D – K cup lingerie is designed for fun, flirty girls with a fuller breast and desire for fashion. Utilizing gorgeous, fashion-conscious designs and clever engineering, the brand offers variety and flattering, colorful styles normally only seen in smaller cup sizes. Bras retail from $65 to $75 USD.

Buyers can preview Curvy Kate’s next collection at the CurveNY lingerie trade show at the Jacob Javits Convention Center through Thursday, February 23rd.  Booth # 416.

Resources:

www.CurvyKate.com

Follow @CurvyKateUSA

www.facebook.com/CurvyKateUSA

You’re Invited: The Dirty Dolls Exhibit Pinstripe Pin-Up Collection

21 Feb

Dirty Dolls Lingerie has already made a huge splash with its classic line, which features luxuriously styled bras in hard-to-find sizes, as well as exquisite panties and shapers.  Now the budding company is spicing things up again with its vaudeville-inspired Pinstripe Pin-Up collection.

The new collection features design elements such as bold stripes and playful bows that were influenced by the ladies of the Ziegfeld Follies.  These beautiful chorus women, commonly known as Ziegfeld Girls, wore stunning costumes and exuded pure glamour.  The Dolls’ latest offerings pay homage to these sexy icons.

The centerpiece of the new collection is the Pinstripe Pin-Up brassiere.  This is available in sizes 28C through 38G.  The coordinating panty options are either a sultry power-mesh shaping panty with removable garters, or a provocative string thong.  All of these lovely under-things create a flattering and smooth look beneath any sort of garment, from a sharp business suit to a flirty party dress. 

View the collection at The Intimate Apparel Boutique Lingerie Show today through Thursday.

Intimate Insight: Bra Straps or No Bra Straps – That is the Dilemma… by Enid

13 Feb

Decorative Beaded Bra Straps from ExposedEnvy.com

Valentine’s Day is coming up and for some of you that might mean dressing up for a night out with your guy.  For me, it means paying a $20 cover charge to go to an overcrowded bar in Beverly Hills with some of my single friends where the majority of the guys will be looking for someone a bit more model-like but, after a few drinks and a few strike outs, they will start thinking that perhaps the big breasted curvy gal might be desperate enough to put out.  Of course being that the drinks are so over-priced, I will not be nearly drunk enough to actually consider their offer and they’ll do the sour grapes thing, and my friends and I will laugh about it.

The one thing in common in both scenarios is that we are trying to dress to impress and, as always, part of that perfect outfit involves a bra.  And if you live in LA where the temperatures are a bit more moderate (as I write this in February, the temperature is in the mid 70’s), your outfit may include something strapless or off the shoulder.  And if you are blessed with a larger cup size, the question becomes do I wear a strapless bra or stick with the straps?

Gravity is not your friend when your cup runneth over and though it’s the band that holds your girls up and not the straps, the straps can often seem to make the difference between wearing a bra and wearing a bra as a belt.  For years I’ve avoided strapless outfits of any kind because invariably the strapless bra would end up around my hips at some point, especially if any kind of dancing was involved.

At the same time, wearing a regular bra also wouldn’t do.  While I’ve seen plenty of women baring their straps without a qualm, given that the straps on large cup sizes tend to be more utilitarian than decorative, for me doing so was out of the question.  And then two great things happened: I Googled and I went to New York.

Enid at Bra La Mode's Debut Intimate Affair

At the end of January, I flew to New York for Bra La Mode’s Debut Intimate Affair at Bra*Tenders.  Moira was bound and determined to have them fit me for some new bras so as the event drew to a close, Cristal took me into one of the fitting rooms and brought me several different styles and brands to try out.  The first discovery is that as I have been slowly losing weight, so have my breasts.  I’m now down to a 38F/38G depending on the style and brand of bra.

I love the Fantasie brand bras and ended up with this lovely black strapless (Style # FL4530.)  It’s a snug fit, but I could jump on a trampoline wearing it and it’d still stay put.  The one thing that amazed everyone was the support.  I came out of the dressing room wearing a cami over it and people thought I was wearing a push-up of some sort and no one believed it was a strapless.  (Seriously, people came in the dressing room so they could see the actual bra on me.)

Also prior to my visit to New York, I had also received the Va Bien Ultra-Lift Strapless Convertible which also has great staying power.  I have a friend who wears this brand and swears by it.  The only thing to be aware of is that the cup sizes can run large so be sure to try it on before you buy.  I ordered it in my old size and it ended up being a bit big for me so I’ll be getting myself a new one because it’s a great bra.

Of course, even with a good fitting strapless, sometimes it’s just nice to have those straps either as a back up just in case or, as I’ve recently discovered, as another type of accessory.  A friend of mine used to order these beaded bra straps to wear with her lacy tank tops in the summer.  Interested in trying them out for myself, I Googled “beaded bra straps” and found ExposedEnvy.com.

Exposed Envy sells decorative bra straps of all sorts – beads, rhinestones, fabric, gems and even just metal.  I don’t wear a lot of jewelry as my skin tends to react badly to the metal in chain necklaces or earrings, so I liked the idea of being able to wear something shiny and pretty that wouldn’t cause me to break out in a rash.

If you saw the pictures from the Intimate Affair, you’ll have seen me wearing an off the shoulder number with some straps made of red roses on dark silver.  When I first saw them on the website, I just had to have them and they were as beautiful in person as on the website.  I got a lot of compliments about them and found that they were comfortable to wear.  The straps themselves are easy to fit as there is a little clasp in the back that you can use to adjust the length of the strap.  I just put them on backwards the first time to get them adjusted and then I was all set to go.

At work I tried a set of beaded straps for a scoop-neck shirt that had a tendency to stretch out and become an off the shoulder number as the day went on.  The beads were nice and flat so I didn’t have anything digging into my shoulder and they looked really nice so that instead of constantly pulling up my shirt to cover my bra strap, I could just focus on work and let a little strap show.

Gemstone Straps and Matching Bracelet

Exposed Envy also has matching bracelets for many of their straps.  I ordered a lovely blue rhinestone set of straps which came with a matching bracelet and I can’t wait to wear them out to that Valentine’s party next weekend.

Each set of straps comes in it’s own green cloth bag which makes for easy storage since they won’t become jumbled with the other straps.  And Kelly Carroll, the owner and designer, adds her own personal touch.  When I made my second order and made a comment on the order form, I found a lovely handwritten note from her in reply on my receipt. I will definitely be shopping her site again.

Resources:

www.Fantasie.com

Follow @Fantasie1

www.VaBienUSA.com

Follow @VaBienLingerie

www.ExposedEnvy.com

Follow @ExposedEnvy

Intimate Affair: Bare Necessities…. Always ‘Ahead of the Curve’

10 Feb

Bare Necessities Launches BarePlus for Curvy Girls Just Like Us!

Today, everyone in the Intimate Apparel industry is familiar with BareNecessities.com.  But I grew up with them.  The company was around long before they were a dot com.  Initially, Bare Necessities was a well established family-run, brick-and-mortar retailer with a few boutiques in central New Jersey.  I remember them as the intimate apparel store you visited if you needed specialty intimate apparel that couldn’t be found at my local Sears or at the Monmouth Mall.  My Mom took me to one of their shops for a strapless/backless bustier to wear to my junior prom.  Of course, that was ages ago…. (But I think I still have that fiber-fill “contraption” tucked away in a box along with the prom dress.)  Since launching as BareNecessities.com in 1998, they have emerged as the number one multi-brand online lingerie retailer.  And for good reason… they have always been ‘ahead of the curve.’ 

As a champion of curvy girls, I am pleased to announce that Bare Necessities launched a new online boutique designed specifically for curvy women called BarePlus by Bare Necessities.  And, I am honored to say that I was invited to attend their press conference at the Warwick Hotel in midtown Manhattan this afternoon where I received the news firsthand alongside fellow intimate apparel industry professionals, influential bloggers, publicists, media and press.  The theme of the event was “inclusion” for E.V.E.R.Y.O.N.E.

The announcement regarding BarePlus came along with news of a Curvy Fashion Show to be hitting Fashion Week in September 2012.  Jeff Grinstein, CEO of Jeff Grinstein Entertainment which is responsible for the Curvy Fashion Show, stated that the new fashion show will be a high-end couture show that is dedicated to serving the full-figure woman and that it will change Fashion Week forever.

BarePlus by Bare Necessities will feature more than 500 bras that fit sizes 38A – 56J, including everyday bras, sports bras, and sexy bra and panty sets.  The website, www.bareplus.com, will offer more than 1,000 styles of plus size lingerie, hosiery and swimwear, from 81 brands including Elomi, SPANX, Bali, Wacoal, Hanky Panky and Calvin Klein.

“The launch of BarePlus reinforces our commitment to serving the woman with curves,” said Jay Dunn, Chief Marketing Officer for Bare Necessities.  “The launch marks the beginning of our effort to build the best shopping experience for curvy women.  Over the next several months, you’ll see more features, photography representative of our customer, and exciting new products from the world’s best brands that you won’t find anywhere else.”

BarePlus marks the first major effort executed by Dunn since joining Bare Necessities in 2011 as its first Chief Marketing Officer.  Dunn came from Lane Bryant, where he had been the mastermind behind the landmark “Red Bra” ad campaign.  The advertisement, which ran on American Idol, featured a plus size model flaunting a sexy red bra and panty set and became a national sensation after it was initially banned by both ABC and Fox for showing too much cleavage. The controversy ignited a national debate regarding how curvy women are portrayed in the media.

Curvy Lingerie Models at BareNecessities Launch of BarePlusAt the Intimate Affair, Jay Dunn said that many curvy women are unaware of the vast number of brands available to them.  BarePlus brings all of the brands together in one place.  BarePlus.com and BareNecessities.com will coexist in a tabbed shopping environment, all with a shared shopping cart and checkout process.  Shoppers clicking on the BarePlus tab will see items available exclusively in plus sizes, with navigation and imagery tailored to the plus size product assortment.

Having worked in the intimate apparel industry for over a decade, I can say with confidence that BarePlus will be a true success.  And, as a curvy consumer, I know that there is certainly a demand for an intimate apparel site dedicated to serving the plus size woman. 

Bare Necessities….Always ‘Ahead of the Curve.’

About Bare Necessities

Bare Necessities is the second largest online lingerie retailer (only Victoria’s Secret is larger).  Launched in December 1998, Bare Necessities has sold more than 5 million bras, and also offers lingerie, shapewear, swimwear, sleepwear, hosiery and men’s underwear from more than 180 brands, including Calvin Klein, Wacoal, SPANX, Hanky Panky, Chantelle, Elomi and La Perla.

CEO Noah Wrubel, CMO Jay Dunn and Jeff Grinstein with Curvy Lingerie Models

Resources:

www.BareNecessities.com

www.BarePlus.com

Follow @BareNecessities & @BarePlus

www.CurvyFashionShow.com

Sponsors of today’s Intimate Affair and the upcoming Curvy Fashion Show include BloogLife and St. Elias Mines.

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