Tag Archives: PR

Intimate Announcement: The Lingerie Alliance Has Launched!

12 Jul

Founded by intimate apparel professionals Moira Nelson and Luis Paredes, The Lingerie Alliance is an interactive, online collaborative community of professionals in the intimate apparel industry and related fields.  When the site is fully developed, The Lingerie Alliance will be an exclusive, members-only platform utilizing the latest technology to create a collaborative community experience.  The site will feature a searchable directory of members (by area of expertise,) as well as interactive LIVE forums and chat sessions with industry experts as well as offline workshops, panel discussions and seminars. 

In addition, The Lingerie Alliance will host networking socials and other special events throughout the year (Intimate Affairs.)  “The goal is to have all functionality fully live by Spring 2013,” says co-founder Luis Paredes.  All of the site’s features will be rolled out throughout the coming months.  In the meantime, Moira Nelson and Luis Paredes are hosting an “Intimate Affair” Launch Party and SS13 Lingerie Fashion Show to celebrate their partnership and the site’s launch on Saturday, August 4, 2012 at the Griffin lounge and nightclub in the trendy meatpacking district in Manhattan.

The Event is sponsored by the stylish yet affordable lingerie brands Affinitas & Parfait and takes place on the eve of the bi-annual Lingerie Market Week in NYC which draws designers, brands, retailers, buyers, media and press from around the World. 

The Fashion Show will feature the SS13 collections of Affinitas & Parfait as well as the imaginative designs of the independent brands Angela Friedman, Clare Bare Eco Intimates, Dirty Dolls Lingerie, Nevaeh Intimates and With Love Lingerie.  Celebrity stylist and author of The Bra Book, Jené Luciani, has signed on to emcee the “Intimate Affair.” 

Keng Zhang, President of Affinitas commented on the partnership saying, “We are honored to support The Lingerie Alliance at their launch event and as an Alliance Leader.  TLA’s goals of inspiring, innovating and empowering the lingerie industry are right in league with our own as a lingerie brand, and we couldn’t have found a better fit.”

The Griffin is the perfect venue for this event which is intended to promote a festive spirit.  Designed by Marc Dizon of the boutique collective Lewis & Dizon, the Griffin is an intimate jewel box filled with fringe-lined velvet banquets, gilded tables, rose-antique mirrors, and reclaimed herringbone floors.  Filigree detailing accentuates the space, and a glittering centerpiece of crystal chandeliers hanging overhead sets the cinematic mood for the room.  The lingerie featured at this event will really radiate against this opulent backdrop.

Additional sponsors of the “Intimate Affair” include Jené Luciani and her well-known publication, The Bra Book, the luxury beauty and lingerie brand Naked Princess, leading lingerie publication The Lingerie Journal and the Lingerie Journal Designer Showcase, fine lingerie stylist, sensuality stylist and personal shopper, The Lingerie Goddess, boutique PR firm RICHPR which specializes in intimate apparel, the intimate apparel resource site and consulting company, Bra La Mode, and The Full Figured Chest, a marketing firm catering to lingerie pros.

Moira Nelson, co-founder of The Lingerie Alliance stated, “Collaboration is the essence of The Lingerie Alliance.  Our mission is to unite lingerie professionals from all aspects of the industry to elevate the industry as a whole.  We envision a diverse network of members including Retailers, Buyers, Brands, Retail Store Owners, Independent Lingerie Designers, Wholesale Manufacturers, Press/Media, Suppliers and so on.  If you do business in the intimate apparel industry, you are welcome to join the Alliance!” 

Buyers and Media/Press are welcome to attend the “Intimate Affair” or they can register to view the designer collections during Market Week.  Affinitas & Parfait will be exhibiting at CurvExpo from August 5th through the 7th while the five emerging, independent labels will be showing their lines at the Lingerie Journal Designer Showcase from August 5th through August 8th at the AKA Hotel, Times Square, NYC.  The Showcase gives buyers the opportunity to meet one-on-one with designers in a relaxed setting.  Buyers looking for innovative, new collections can pre-register for the Designer Showcase at: http://lingeriedesignershowcase.com/attendee-registration/

Collaborate – Educate – Inspire – Empower – Innovate – Achieve

About The Lingerie Alliance:

Founded by Moira Nelson and Luis Paredes, The Lingerie Alliance is an interactive, online collaborative community of professionals in the intimate apparel industry and related fields.  The mission of The Lingerie Alliance is to unite lingerie professionals from all aspects of the industry to elevate the industry as a whole- Retailers, Buyers, Brands, Retail Store Owners, Ecom Retailers, Independent Lingerie Designers, Wholesale Manufacturers, Influential Lingerie Bloggers, Press/Media, Publicists, Marketing Professionals, Suppliers, and Service Providers.

About Affinitas & Parfait:

Sexy or sweet? Take your pick with Affinitas’ wide selection of stylish yet affordable bras, panties, 3-pack packaged panties, camisoles, babydolls, chemises, and bustiers, ranging from basic, everyday styles to on-trend and special occasion pieces. Bras and bustiers span a size range of 30-38 A-DD, with all other items sized XS-XL. Complementary line Parfait additionally caters to the full-bust market with bras sized 30D – 40G (and bottoms sized XS-2X). Meaning no matter your size, Affinitas has the right lingerie for you. Whether you’re feeling flirty, glamourous and feminine, or want to channel your inner vixen, Affinitas has a look to match your mood. Made of fine, soft materials sourced from all over the world, Affinitas ensures you can wear any piece from the line – be it all day…or just for a few minutes! The Affinitas woman is fashion-forward and discerning, wishing for stylish, comfortable, quality lingerie – at prices that won’t break the bank. Constantly expanding to meet your needs, wants, and desires, Affinitas’ mission is to have you covered (well, mostly) for every occasion.

About Moira Nelson and Luis Paredes:

Moira Nelson, lingerie industry professional and founder of the intimate apparel resource site Bra La Mode, and Luis Paredes, publisher of The Lingerie Journal and founder of the Lingerie Designer Showcase, share a passion for uniting independent lingerie designers, brands and businesses with larger scale intimate apparel companies, organizations and professionals.  Their mission is to connect lingerie professionals from all aspects of the industry to collaborate, educate, inspire, empower, innovate and achieve.  Ultimately, their goal is to elevate the intimate apparel industry as a whole through collaboration.

www.TheLingerieAlliance.com

Follow @TheLAlliance

www.facebook.com/TheLAlliance

#IntimateAffair

Intimate Insiders, Intimate Affairs and Upcoming Events

15 May

It seems like Spring is finally here.  The weather was beautiful this weekend…Making for a great Mother’s Day.  And I’m blown away by the number of Intimate Affairs happening this month!  It says a lot to me about the growth of our Industry!  Here are just a few Intimate Insights for the Week….

Last Thursday, the spectacular European Intimate Apparel brand Marlies Dekkers presented their upcoming Fall/Winter 2012 collection at a press preview held at the swanky SoHo House in NYC’s Meatpacking district.  Both the Marlies Dekkers line and her Undressed line were shown to the media, press and to various stylists.  The collections were inspired by “Cool Scandinavia” and featured exquisite details such as textured laces, flocking, leather trims and unique strap details (like only Marlies can!)  The collections evoked a sense of being in an ice castle or skiing the Swiss Alps!  Here is an image of my favorite silhouette of the season, the Padded Plunge Balcony Longline Bra from her Icicle line.

The girls from ILOVEAGOOD hosted a “Spring Fling” in collaboration with BedHead Pajamas at 252 Elizabeth Street in NYC last Thursday.  The Intimate Affair was a press preview by “invitation only” and featured fun drinks, great décor, and cute models in BedHead printed shorties.  This is BedHead’s very first New York store!  Be sure to pop into the store next time you’re in the ‘hood!

Also on Thursday, Fantasy Lingerie held an Intimate Affair featuring a runway show at the trendy Hudson Hotel in NYC.  The event drew a crowd of Intimate Insiders from the sexy side of the biz who partied it up into the wee hours of the eve.

I hosted an Intimate Affair on Saturday, May 12th at Bra Smyth on Broadway in NYC!  It was a perfect day for a “Celebration of Women” in honour of Mother’s Day.  It included An Afternoon Tea Party courtesy of Chambre de Sucre Imported Gourmet Sugars.  The Intimate Affair was sponsored by luxury French lingerie brand Simone Perele in collaboration with The Lingerie Journal.  Our featured guest was Fine Lingerie Stylist and Personal Shopper, “The Lingerie Goddess” Margaret Shrum.  One lucky lady walked away with the Grand Prize Raffle Basket which is valued over $600!  It included a Cami & Boyshort Set from luxury lifestyle brand Naked Princess, a $120 Gift Certificate from event sponsor Simone Perele, a $50 Gift Certificate courtesy of Bra Smyth, panties from Affinitas Intimates, a bottle of SOAK WASH, a signed copy of Jene Luciani’s The Bra Book and more.  Special thanks to Bra Smyth for hosting the Intimate Affair and to the Event Sponsors and Participants: Simone Perele, The Lingerie Journal, Chambre de Sucre, “The Lingerie Goddess” Margaret Shrum, Naked Princess, Affinitas Intimates, Jene Luciani and The Bra Book, Fashion Forms and SOAK WASH.

On May 16th, Hanky Panky and Sanrio are hosting a party to celebrate the launch of the Hello Kitty for Hanky Panky collection.  The “invite only” Intimate Affair will be held in midtown Manhattan and will feature special guest Hello Kitty, a flipbook photo booth, and Sephora Hello Kitty Beauty Express Services for make-up and fragrance.  The event is held in support of The Humane Society of the United States.  Join the fun by tweeting #hellokittyforhankypanky.

On Thursday, May 17th, Alison Brod PR is holding a press event with reality star and entrepreneur extraordinaire Bethenny Frankel.  The Intimate Affair will showcase her latest line of Skinnygirl Smoothers n’ Shapers which launched at select Macy’s stores nationwide this week.  Bethenny created the shapewear brand, Skinnygirl Smoothers n’ Shapers, for every woman & every body.  The shapewear brand differentiates itself from other brands by featuring “shapewear that’s meant to be seen.”  Pop into your local Macy’s store to check it out.  *Disclaimer- in case you didn’t know, I spend my days representing Skinnygirl Smoothers n’ Shapers for Bethenny.  Now get your buns to Macy’s & buy some!

CLO Intimo is hosting Spring Champagne & Strawberries, Soiree and Sample Sale this coming Thursday from 5-10pm at Archstone Murray Hill, 245 East 40th Street, Penthouse, NYC. Sip champagne, have some fun and try on the latest Spring styles at this Intimate Affair!  The Sample Sale will include designer jewelry by local artist Geri Roucaute’s line, Poupette.

I will be co-hosting a press/media event with the US distribution company, Revival Brands, on Tuesday June 5th.  The Intimate Affair will feature luxury, Italian hosiery brand Philippe Matignon.  Well-known all over Europe, Philippe Matignon’s high-end hosiery was just introduced to the States last year….  We will be previewing their Fall/Winter 2012 collection at this exclusive industry event.

Mark your calendar for Tuesday, June 19th, 2012.  The Intimate Apparel Square Club (IASC) is hosting a “H.U.G. Social Event” to raise awareness of the Club’s mission, to raise funds to support the pediatric rehabilitation center at NYU Medical Center’s RUSK Institute and to attract new members to the Club.  The event will be held at Legends Lounge on 33rd Street in NYC and will feature an open bar and light hors d’oeuvres.  Invitations will be sent out in early June.  To learn more about the Club, go to www.thehugaward.org.

Got Insight?  Having an Intimate Affair?  Let us know!  Everyone can be an Intimate Insider!

As seen on LingerieBriefs.com.

You’re Invited: Bra La Mode Hosts ‘Brand Affair’ with The Lingerie Designer Showcase

20 Feb

Combining the best elements of a marketing seminar, a lingerie fashion show and a networking event, New York City’s newest Lingerie Trade Show, the Lingerie Designer Showcase presents a Brand Affair Event in collaboration with my company Bra La Mode on Wednesday, February 22, 2012 at The Producers Club (358 West 44th Street).

The Brand Affair is a panel discussion on the importance of Marketing and PR for lingerie brands and businesses and is moderated by Margaret Shrum, the Lingerie Goddess, and includes as panelists, Lauren Rich, founder + director of RICHPR, a Fashion PR agency specializing in intimate apparel; Treacle, the Founder of The Lingerie Addict and digital media consultant for the lingerie industry, and Dan Sackrowitz, VP of Marketing and New Business Development at BareNecessities.com.  Attendees will learn about overcoming the challenges inherent in both digital and traditional marketing and gain insight into building their brands and boutiques.

The panel discussion will be concluded with a “Lingerie Exhibition” fashion show featuring the latest designs of the independent designers showcasing their collections at the Lingerie Designer Showcase – Andrea Billard, Ann Vogue, Clare Bare Lingerie, Dottie’s Delights, Fred and Ginger, Good Night Gilda, Ombrato Sleepwear, Priscilla Jade Lingerie and Toad Lillie.

All industry professionals are welcome to attend an “Intimate Affair” Networking Social immediately following the panel discussion and lingerie exhibition at The Lounge at The Producer’s Club.  The Brand Affair is co-hosted and sponsored by Bra La Mode and The Lingerie Journal. 

Brand Affair sponsors include Love Me Sugar Sleepmasks, Eucalan Lingerie Wash, Fits.me, PromoStyl, Lingerie Briefs, BareNecessities.com, The Lingerie Addict, RichPR, Affinitas Intimates, Gozooko, Directory-Sexy.com and The Full Figured Chest

Luis Paredes, publisher of The Lingerie Journal and founder of the Lingerie Designer Showcase, and I share a passion for uniting independent lingerie designers, brands and businesses and larger scale intimate apparel companies, organizations and professionals.  Our mission is to connect lingerie professionals from all aspects of the industry to collaborate, educate, inspire, empower, and to share resources to ultimately elevate the intimate apparel industry as a whole.

 Resources:

www.TheLingerieJournal.com

@LingerieJournal

www.LingerieDesignerShowcase.com

@TLJ_Showcase

#BrandAffair

#IntimateAffair

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.

You’re Invited: Bra La Mode’s Debut Intimate Affair

6 Jan


I am very pleased to announce Bra La Mode’s Debut Intimate Affair!  All Bra La Mode readers are welcome to attend….


The Intimate Affair
­ — an in-store Bra Fit Event on January 29, 2012 from noon to 4pm. The event will provide women of all ages, shapes, and sizes the opportunity to receive a free bra fitting in an exclusive appointment-only environment as well as education on the importance of a proper fit courtesy of Bra*Tenders. Various designers, authors, photographers, and “Bra-lebrities” will also be on hand to showcase everything from newly released books to the classic white work shirt.  Attendees will snack on champagne and cupcakes while they mix and mingle with the hottest lingerie professionals in the New York area. The event will be held at the uniquely fabulous appointment-only Bra*Tenders, and is sponsored in collaboration with the world- renowned French lingerie brand, Chantelle Paris, and in association with the leading lingerie trade publication, The Lingerie Journal.

The event will include a trunk show by Darlene Campbell of the full-busted clothing company Campbell and Kate.  Darlene will be showcasing her innovative“CEO Shirt for the D.E.F. Woman” which ensures that all women can own a classic white shirt that fits them beautifully all over.  Author and bra-fit expert Ali Cudby will be signing copies of her recently released book “Busted: The Fab Foundations Guide to Bras that Fit, Flatter and Feel Fantastic.”  Professional photographer Michael Steele who is known for “capturing the female form” will be snapping candid shots of guests enjoying the soiree.  Guests will be treated to champagne and cupcakes courtesy of M Squared Sweet and Chic Treats.  All sponsors of the event have generously contributed product for giveaways and/or gifts with purchase.

The highlight of the Intimate Affair will be the raffle for a Grand Prize basket that is estimated as having a value of over $600.  Contributors to the raffle prize include Bra La Mode, Chantelle Paris, The Lingerie Journal, Campbell and Kate, author Ali Cudby, Ann Deal of Fashion Forms, international intimate apparel brand Anita, photographer Michael Steele, and “Bra-lebrity” Jené Luciani.  Additional sponsors of the event include the wholesale buying platform Monkey N Middle and guitarist Alan Brace.  All guests at the event will receive one entry into the raffle and guests that make a purchase of a bra at the event will receive a second entry into the raffle. Attendees can purchase a third entry for the raffle by donating to pediatric rehabilitation at a prominent NYC medical center, supporting the non-profit Intimate Apparel Square Club and their fundraising efforts.

Moira Nelson is a proud member of the non-profit Intimate Apparel Square Club (IASC) and works hard to promote the organization’s work.  The IASC raises funds to support a variety of charitable organizations, with pediatric rehabilitation and treatment being the primary beneficiary of its fundraising activities. The IASC’s annual fundraiser, the H.U.G. (Help Us Give) Award is presented to well-respected, high-profile companies, organizations and individuals at the IASC’s annual gala fundraiser in support of pediatric rehabilitation.  Ann Deal of Fashion Forms was the 2011 H.U.G. Award recipient.  Ann has made a very generous contribution to this bra fit event.  At Bra La Mode’s debut Intimate Affair, guests will be invited to make a monetary donation to support the “Kids.”

When asked about Bra La Mode’s recent foray into live events, Moira Nelson said, “I am really excited about Bra La Mode’s upcoming debut Intimate Affair.  I have been writing intimate apparel industry event reports on Bra La Mode for several months now– providing my readers with an intimate look inside the glittery world of lingerie!  It only seemed natural that Bra La Mode should start hosting or sponsoring her own Intimate Affairs.  Leveraging my relationships in the industry, I have assembled a great line-up of sponsors and participants.  Everyone was thrilled to have been invited to participate in the Intimate Affair.  I couldn’t be more pleased and really look forward to bringing together consumers, intimate apparel professionals, independent lingerie designers, influential lingerie bloggers, public relations reps, press and media as well as “Bra-lebrities!”

Guests are encouraged to RSVP for the Intimate Affair at: www.bralamode.eventbrite.com.

More About Bra*Tenders:

Bra*Tenders is one of the most exclusive and experienced lingerie shops in New York. Their cozy and colorful shop contains thousands of styles and brands of undergarments. Aside from their expertise in theatrical, bridal, and full-busted custom-fittings and sales, every woman can find products that will undoubtedly enhance her figure and make that little black dress look 1000 times sexier. In addition to walls and racks filled with every type of bra imaginable, Bra*Tenders has an overflowing stockroom containing a plethora of panties, accessories, and hosiery ranging in prices from $5 to $175.  Co-founders and co-owners Alan and Lori Kaplan put it best. “We’ve never let a customer walk out of Bra*Tenders without the right-fitting bra for her body”, they say, “and we never will. It’s our sincere vow to help you find the undergarments you need to look and feel your best.”

More About Chantelle Paris:

Chantelle Paris has been designing couture lingerie since 1876. Today, Chantelle draws inspiration from this heritage and confirms their desire to create undergarments that are a perfect fit, made with the purest fabrics and the most delicate lace. All of these little secrets of the Chantelle creators, with their invaluable skills, imperceptibly transform women and give them that elegance, that little “je ne sais quoi” which embodies a unique Parisian style.

Please contact Moira Nelson for interviews, press inquiries, and more information.

Bra*Tenders is located at:

630 Ninth Avenue at 44th Street, Suite # 601

New York City, NY

#IntimateAffair


Intimate Affair: “Make A Splash” with Eveden Brands – Spring and Summer 2012 Swimwear Press Preview

15 Nov

On Thursday, November 10, 2011, Eveden brands held their Spring & Summer 2012 Swimwear Press Preview poolside at the trendy Dream Downtown Hotel which is situated on 16th Street between NYC’s Meatpacking District and Chelsea neighborhood.  The Intimate Affair showcased the latest swimwear designs from Eveden’s portfolio of brands including Fantasie, Freya, Elomi, and their latest acquisition, the French label, Huit.  In addition, they provided a look at the top selling intimate apparel styles in all of their brands for Spring & Summer 2012. 

Anyone that knows me well knows that I am a huge fan of the brands Fantasie and Freya.  I have worn Fantasie bras for years now.  As a full-busted woman, it is challenging to find bras that fit and function properly.  So when I first discovered Fantasie at The Wizard of Bras in Monrovia, California over fifteen years ago, I fell in love!  At that time, Fantasie styles were still very traditional.  They hadn’t introduced a molded foam cup yet.  But they worked!  So despite the classic (and mostly matronly) designs, I became a loyal customer.  As the years have gone by, it has been exciting to watch Fantasie evolve.  And it has been even more exciting to see the Eveden Group grow.  In addition to Fantasie, the portfolio of brands now includes Fantasie’s younger sister brand Freya which was launched in 1998, Fauve which launched in 2007 and is the company’s sophisticated and glamorous high-end label (and my new favorite), full-figure brand Goddess which was acquired by the Eveden Group in 2002, Elomi, which launched in 2008 and is a contemporary brand for full-figured women, and in 2010, Eveden acquired the French luxury brand Huit. 

Eveden is a leader in developing intimate apparel styles for the D+ cup woman.  And now that they offer an entire family of brands, they have something for everyone!  Each brand has its own individual brand identity and personality.  Eveden recognizes that women come in all shapes and sizes and have varying tastes in intimate apparel.  So, as a company, Eveden spends a lot of time designing and developing styles to fit into their individual brand identities.  And, when developing new product, they also consider each brand’s position in the market as they are offered at different price points and are sold in different tiers in the market.  The company has been around since 1920, but over the past ten to fifteen years, the Eveden Group has really emerged as a frontrunner in the design/development, merchandising, marketing and distribution of intimate apparel for full-busted and full-figure women.  And they have mastered “brand loyalty” by continuing to introduce innovative designs year after year.  As a consumer, I am never disappointed by the Eveden brands.  I can depend on their products to fit me properly, they never sacrifice quality, and the styling suits me whether I am looking for a basic, everyday bra or a sophisticated, sexy set for a special occasion. 

It’s hard enough for full-busted and full-figure women to find bras that are stylish and fit well; so you can only imagine how hard it is for us to find swimwear that makes us feel confident!  As a leader in intimate apparel, it was only natural for the Eveden Group to segue into swimwear.  And like their intimate apparel, the swimwear surpasses my expectations.  The fabrics are high quality, the colors and prints are sophisticated yet fun and flirty, the styling is on-trend, and most importantly, the fit and functionality is incomparable.  I wish I could highlight every style I saw at the poolside event on Thursday, but that would be impossible.  So I am going to focus on those collections which really stood out for me. 

Elomi Swimwear SS12

The most exciting news for Eveden brands this season is the introduction of a swimwear range for Elomi fans.  Until now, Elomi was only offered in intimate apparel.  Fans of the contemporary full-figure brand will now be treated to a collection of swimwear designed just for them.  I was very impressed with the direction that the brand took in developing this collection which will launch for Summer 2012.  They developed what I would call “a complete swimwear wardrobe.”  This innovative approach tells me that they truly understand the needs of the full-figure consumer.  The most essential piece in the wardrobe is the “swim bra.”  The swim bra is designed like a bra.  It has a 4-part cut-and-sew lined cup, an underwire, leotard back and adjustable straps.  This forms the “foundation” for your swimwear wardrobe.  They offer three coordinating bottoms including a classic brief, hi-waisted brief and skirted brief.  Then, there are unconstructed tankini tops which are intended to be worn over your swim bra as “layering pieces” for those women who are seeking more modesty or want to feel more confident.  In addition, they offer a kaftan which can be worn as a cover-up to complete your swim wardrobe.  All pieces mix-and-match.  The concept of developing a complete swimwear wardrobe which begins with your supportive swim bra is brilliant.  The swim bra is bra-sized up to an HH cup and the tankinis and bottoms are dress-sized up to a size 22 US.

Freya Fever One-Piece Suit SS12

My favorite Eveden brand is Freya.  Freya is a fun and flirty brand which appeals to the young contemporary consumer.  My personal “everyday” bra is the Freya Deco Plunge which was introduced in 2009.  The Deco range which is a basic, molded seamless bra collection was an instant hit and is still considered a wardrobe staple for full-busted women around the world.  The flirty sensibility of this brand is ever-present in their 2012 swimwear collection.  The colors and prints are bright and fun with an edgy vibe.  Although the styles, colors and prints are flirty and fun, they still maintain a sophistication which makes Freya relatable.  For 2012, they are introducing a new basics collection called Fever.  This collection includes two bikini tops, four bikini bottoms, a tankini top and a one-piece suit.  It is available in solid red and solid black.  Details include contrast color white top stitching, buttons, plackets, collars and belts.  I am at a stage in my life where I feel more comfortable in one-piece suits.  But I often struggle with finding a one-piece that is stylish and somewhat sexy.  I fell in love with the Fever one-piece suit which has a deep plunge neckline and a fabulous skinny belt trim to help define the waistline.  I love the cover-ups that are available in Freya Swim, too.  They are not your typical “mu mu” or wrap-style cover-ups.  Many of them resemble sundresses and could be worn with or without swimwear underneath.

Fantasie L.A. Kaftan SS12

The best part about Freya and Fantasie swimwear is that most styles are developed with bra construction.  Bikini tops include underwires and adjustable straps.  And tankini tops and one-piece styles include “hidden” bra construction.  They are fully constructed inside with underwires and “floating” wings and hook and eye closures.  These details ensure a proper fit for full-busted and full-figure women that require supportive swimwear.  The swimwear is offered in bra-sizing up to JJ cup.

Fantasie L.A. Tankini SS12

The Fantasie brand swimwear appeals to the modern missy consumer.  She is a slightly more sophisticated and mature customer but is still very fashionable.  Highlights include the animal print L.A. collection.  And, I must mention the beautiful kaftan cover-ups which come in mini and maxi lengths. 

The Huit swimwear runs up to DD cup.  This brand is sexy and sophisticated with a French aesthetic.  The styles are modern and sleek with clean lines.  I love the Lucky collection which is available in solid colors with a bold white piping.  This sophisticated and elegant collection offers four bikini tops, four bikini bottoms including an adorable retro “roller derby” style shorty, a tankini, a one-piece suit, a swim dress and a sarong.

Huit Lucky Bandeau and Shorty SS12

Overall, I am very impressed with the swimwear collections I previewed at this Intimate Affair and already have a Wish List in hand.  It’s a dream come true for a full-busted girl like me to have so many options which are stylish and sophisticated…..and appropriate!  No more swimwear malfunctions for me….I will no longer be embarrassing my family at The Beach Club every Summer!  And I am very excited about the launch of Elomi Swim.  I expect it to be hugely successful.  Finally….a sophisticated swimwear wardrobe for the full-figure consumer; designed with her needs in mind.

Although the event was intended to showcase the Eveden brands’ swimwear collections, I did get a look at the top selling 2012 intimate apparel styles for Fantasie, Freya, Fauve, Elomi, Goddess and Huit.  Here are a few items you must take a look at:

Fantasie Rebecca UW Molded Bra and High-Waisted Brief in Nude

Fantasie’s new basic collection, Rebecca, will launch in April 2012.  It is designed with microfiber main fabric and diamante pattern embroidery.  And, this collection includes the first “spacer” fabric bra for the brand.  This collection is offered in white and nude.  The Rebecca high-waisted smoothing brief will be in my knickers drawer asap!

Freya has introduced new fashion colors Ocean and Red in their Deco collection.  And they have re-colored the popular Lyla set in a Hazelnut colorway.  The Tabitha set is being offered in a Missoni-inspired zig zag print in a Sherbert colorway (perfect for Spring!)  The Patsy set is an adorable Lime polka dot set with a retro “girly” look with satin ribbon bows and ruffle trim. 

Fauve Evangeline UW Plunge Bra and Short in Frost

The new Fauve collection Evangeline is to die for….  This one is on the top of my list.  It is available in a minty blue color for Spring called Frost and an ongoing Black colorway.  I am also weak-in-the-knees over the Maya collection which is constructed of fine Austrian embroidery.  It comes in solid White or Black over Nude. 

Fauve Maya UW Padded Half Cup Bra and Brief in Black

And the most elegant collection being offered in the Fauve brand is Coco.  Coco is made from French lace and satin trim in a Powder Puff colorway which is a subtle pink and creamy champagne colorway.  The lace has a geometric “art deco” feel.  The styles are decorated with delicate pearl and diamante details.

Fauve Coco UW Balcony Bra and Brief in Powder Puff

New colors are being offered in Goddess as well as Elomi.  Elomi’s Caitlyn bra will be available in Peacock and Slate colors come Spring.  And Elomi is introducing a retro-inspired Betty set in a Red and White polka dot mesh fabric with rose embroidery.  The matching knickers are adorable with self-fabric ruffle trim at waist and leg openings.   

Elomi Betty UW Plunge Bra and Brief

Huit’s Lucky Doll collection has a sheer geometric pattern all-over lace and oversized satin ribbon bows.  And the Tea for Two collection is perfect for the bridal boudoir!

Eveden brands held their intimate apparel press preview in London last week.  Since the “Make a Splash” event here in NYC showcased the Eveden brands’ swimwear, I suggest you read the following reports for more detail on the Spring and Summer 2012 intimate apparel collections:

Becky reported on the UK event on Cheryl Warner’s site Invest in Your Chest

Kitty Lingerista reported on the UK event on her site Undercover Lingerista

Resources:

Eveden Group

www.Eveden.com

www.Fantasie.com

www.Fauve.co.uk

www.FreyaLingerie.com

www.GoddessBra.com

www.ElomiLingerie.com

http://www.eveden.com/our_brands/huit.aspx

Follow @Fantasie1, @FreyaLingerie, @Elomi_Lingerie

In the US, the Eveden Group is represented by:

Weber Shandwick- contact Ashley Nelson at ANelson@WeberShandwick.com

Designer Profile: Kriss Soonik Loungerie

5 Oct

I was fortunate enough to connect with Designer Kriss Soonik while she was in New York City for Fashion Week early last month.  The Estonia-born designer hails from London but her designs are influenced by her home country and she produces all of her goods in Estonia using fabrics, laces, and other raw materials she sources from around the World.  While sipping tea at a midtown café, Kriss and I chatted about her background, how she got started, her passions, her current collection, the future for her namesake brand, and she graciously shared her advice for other independent designers looking to break into the business.

Designer Kriss Soonik

Kriss has been designing for over ten years.  However, it is only in recent years that she has considered it her life’s work.  Initially, it was a hobby for her.  She graduated from college in Estonia with a BA degree in Business.  And she moved to London just a little over six years ago where she studied Strategic Fashion Marketing at London College of Fashion.  Designing came naturally to her, but she was also passionate about the branding and marketing of apparel.  After finishing school, she went to work for the famed UK Lingerie company, Agent Provocateur.  At Agent Provocateur, Kriss was responsible for retail marketing and pr including the planning of in-store events worldwide.  Branding, marketing, and pr are passions of mine….  So, I was excited to learn how she plans to utilize her expertise and the knowledge she gained working at AP to make her own brand a success.

In the Fall of 2008 (as the recession first hit), Kriss started posting some of her designs on the well-known UK “chic lingerie boutique” site Glamorous Amorous.   The site features emerging lingerie designers, and Kriss felt this would be a great way to receive feedback on her designs before taking the plunge to venture out on her own.  By January of 2009, she had quit her job at Agent Provocateur, and her brand was officially born.  The first Kriss Soonik collection launched in Spring/ Summer 2010.   

Kriss’ friends and family thought she was crazy to leave a stable job to start her own business just months after the recession hit.  But Kriss felt the timing was perfect!  Production facilities were looking to fill their lines and retailers were looking for something fresh and new.  Very few people were taking risks at this time because of their fear of the economic downturn.  Kriss turned this into an advantage for her and capitalized on it.

When Kriss was initially developing the concept for her brand, most of the pieces she was developing were “experimental” showcase pieces.  But once she ventured out on her own, she discovered a more practical sense.  She had to think about how to wear them and how to make them; how to appeal to her target consumer without losing her brand identity.  She has found that her best sellers are the more practical pieces, her Jersey Knit items in particular.  Growing up in the colder climate of Estonia, she wanted to meld comfortable pieces with a more sexy, modern aesthetic. 

Kriss Soonik Kristel Jersey Suspender Top

Kriss says that her brand evolves as she evolves.  She defines her brand identity as an effort to connect comfort and seduction.  What exactly is “Kriss Soonik?”  Loungerie!  It happened by accident…  It was a typo, actually.  And as soon as she saw it on the screen, she knew this was it!  Loungerie is luxe loungewear.  Like lingerie is to underwear; loungerie is to loungewear….  Luxe Loungewear!  Kriss is working to give a unique look to loungewear and has adopted the “innerwear as outerwear” concept.  Her styles are multi-functional.  Her target consumer is the woman that is looking for something different, new, and fresh.  Although it is sold at a high-end price point, she feels her consumer is willing to spend the extra money for something unique that can be worn in multiple ways.  My experience in the wholesale intimate apparel industry proves the same notion.  When the economy first turned, consumers scaled back their spending and reverted to “generic” brands.  But now that we’re several years into the recession, consumers are back to spending.  But there is much more emphasis on “value.”  Consumers are willing to spend the money if they are getting something “extra” for their spend…. 

Kriss Soonik Diana Wings Wrap

Kriss’ current Fall/ Winter Collection really shows what it means for “innerwear to be outerwear.”  Kriss is excited to see how her consumer interprets her styles.  When Kriss and I met for tea back in early September, she was wearing a leather sheath dress AND her own Diana Wings Wrap (proving that her Loungerie can be worn as outerwear).

Kriss Soonik Loungerie is currently sold in boutiques and specialty stores (including ecommerce).  She has considered breaking into the department store tier but is concerned it may get lost there.  Her focus is on expanding her own ecommerce site which sells direct to consumer.  She says that her website is proving to be an important tool in defining (and maintaining) her brand image.  On her own site, she can show her consumer the various ways of wearing her styles.  Her website and other media (including social media) will be powerful communication tools in expanding her brand.

This trip to New York City was Kriss’ first venture into the US.  She really didn’t know what to expect.  She said, “New York is the Fashion Capital of the World!”  She couldn’t believe Fashion’s Night Out.  The feedback and response she received during her Trunk Show at Journelle on Mercer Street in SoHo on September 8th was tremendous.  She said her Susan Lace Bodysuits practically sell themselves.  They are multi-functional; they can be worn as innerwear or as outerwear (layering pieces).  They can be worn with the opening in the front or the back.  In fact, Kriss wore her Susan Lace Bodysuit in Orange (with black trim) over a graphic tee shirt with a pair of pants on Fashion’s Night Out.  Her Jersey Suspender Tops are top sellers as well.  The biggest surprise was the popularity of her Triangle Bras in both Lace and Mesh. 

Kriss Soonik Susan Motion Lace Bodysuit

Kriss already has brand loyalty to her “Classic Collection.”  She plans to continue this Collection into the next Season and will be introducing White as a new colorway in January 2012.  Early on, she made a lot of changes as the brand evolved.  But she quickly learned that once you discover what your consumer wants, you have to give them what they want!  She is still trying to determine the most efficient way of evolving season by season.  She wants to continue introducing new styles each season…  But she is still learning how to execute it- How many new pieces?  How many new colors?  When do we introduce them?  As time goes by, the assortment will likely get tighter and tighter and her brand identity will become more clearly defined.

What’s next for Kriss Soonik Loungerie?  Kriss let me in on a little secret….  But I can’t reveal all of the details yet!  But if you plan on being in London on November 10th– mark your Calendar and don’t make any other plans!  Kriss is preparing an exclusive “invite only” event for the evening of the 10th.  Remember, she was once responsible for planning in-store events for Agent Provocateur retail stores worldwide….  So, I’m sure her own event will prove to be exciting and unexpected!  You won’t want to miss it!  Kriss loves the excitement of these promotional events.

I asked Kriss if she had any advice for other emerging designers looking to venture out on their own.  She said “Be prepared!  Everything takes much longer than you think.  Be patient.”  And, “Initially, you’re on your own.  Trust your instincts.  Ask for help.  People are happy to help if you ask for it.  I’ve been lucky enough to be surrounded by great people.  But at the end of the day, it’s up to you!  The high’s are higher and the low’s are lower.  Ohhhh….But it’s sooo worth it!”

Kriss Soonik Susan Chic Lace Bodysuit

I can’t wrap up this story without letting you know the proper way to pronounce her last name….  One would think its pronounced “Sue-Nick.”  I was delighted to find out that it’s actually pronounced “Sonic.”  As in “Supersonic!”  Now, we’ll never make that mistake again, will we??  Kriss laughed as she told me that she has been inspired by superheroes throughout her career….  I have to say this was one of the most delightful conversations I’ve had in a long time as Kriss was smart and sweet, funny, charming, and willing to share so much about her journey…. Thank you for taking the time to meet with me, Kriss!  I wish you all the best in your career.  We’re all waiting to see what’s next for Kriss Soonik!  And I wholeheartedly support your efforts to expand your brand into the US market.

Resources:

www.kriss-soonik.com

Follow @KrissSoonik on Twitter

http://www.facebook.com/pages/Kriss-Soonik-Loungerie/135838919680

About Kriss Soonik

Kriss Soonik [son-ik] launched her first collection in 2008 introducing her signature talent for giving the “underwear as outerwear” concept a fresh and modern twist. When the traditional approach has been about corsets as eveningwear, Kriss Soonik has started a new wave – wearing velour gowns to a chic Sunday brunch.

In 2009 the term “loungerie” was born. Loungerie is luxe loungewear at its freshest, blurring the boundaries with fashion. It’s not cute and sweet, it’s sexy and powerful. It is loungewear with an edge.

With stockists and fans worldwide the London based designer never fails to produce a collection that is fiercely contemporary yet nostalgic. Over the years she’s taken inspiration from Manga comics, superheroines and cult film figures to challenge the traditional attitudes associated with lingerie and loungewear. All of her designs are finished with the trademark cat or beautifully plump bow in patent leather, satin, silk or perhaps chiffon.

Born in Tallinn, Estonia, Kriss stands by having all of her designs handmade in her native country and produced from the finest materials she sources from across the globe. 

Producing two collections a year, Kriss designs with the understanding that all women can be superheroes. This is lingerie and loungewear that empower, inspire and break the rules.

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