luxury fashion advertising

okay, that is a slight exaggeration, but not much. Some of the material Ad Sneeze posted here is not all lingerie; shoes are also included. There are some sexy images & some strange ones.

Lingerie related items include:

• Petra Nemcova for La Senza;
• Wonderbra;
• Mia Lingerie;
• Aniela (European bra maker);
• Blush;
• Dim;

Adrants posted this one from Sabi Lingerie: "Warning May cause Pregnancy"

S. Lingerie posted this partial list of lingerie brands.

Dita Von Teese for Wonderbra

The Science of Sexy website (from Playtex France) presents the video, collection and backstory of the Dita von Teese Wonderbra range.

In the mock sci-fi film, Dita plays the part of ‘Heather,’ a mousy blonde. She’s a committed but uninspired scientist who dreams all day of being glamorous. Quite by chance she uncovers the gene of sexy and a gorgeous Wonderbra materialises before her eyes, miraculously transforming her in to the alluringly stylish Dita that she is known for. The mood then shifts to one of celebration as Dita is gripped by the spirit of the underwear and she dances around showcasing the new Wonderbra by Dita Von Teese range.

35 year old Dita von Teese is the stage name for Heather Sweet. Dita's first bra "was this horrible training bra-type thing, but it prompted me to save my money and buy my own darn bra". (follow the link for shared stories of first bra horror and humor.)
"Lingerie shouldn’t be something you just put on for your lover; you should do it for you. It’s not about seducing men, it’s about embracing womanhood,” Dita proclaims.

Anticipating the Dita Wonderbra, The Scotsman published an interview with Dita entitled The Big Teese.

The Times Online (UK) also presents the biographical interview "Dita Von Teese's naked ambition".

update history: 26 April 2009

Lingerie options

Quirky Lingerie options that look comfortable and fun--and visually pleasant. Not granny panties and a sports bra, but not mesh thongs and cutout bras either.

This Heart Jersey Romper from Only Hearts is an example of the unusual without the fanboy/sci-fi/comic book fantasies.

notes--Wonderbra in the news

items to deal with later:

• lingerie books--several with patterns. The point of this website seems to be attracting people looking for erotica.
• Agent Provocateur Logo Book & Knickers: $75 from House Industries. "When Agent Provocateur first started accosting, arousing and alarming its Soho neighbors in 1994, founder Joseph Corre brandished some lipstick and penned a New York Dolls-esque logo. Since then Agent Provocateur has grown into an internationally recognized lingerie brand that sets the global standard for thinly-clad naughtiness."
• (July 2008) Wonderbra has designed the nipple bra for those who want more than just sexy curves. Ekstase not only forms a stunning cleavage – built-in nipples that show through clothing give that extra, sensual erotic look. Gallery.

Wonderbra is promoting Ekstase as a first, there is evidence otherwise--see the image above.

Nipples or no-nipples. Many women prefer their nipples private and can use products designed to prevent them showing. Products can also be found to display the effects of erect nipples.

Ekstase is currently available for the European market.
Dita von Teese's designs for Wonderbra debut 15th Sep 2008. Here is some "Teeser" video.

• One more Wonderbra item before stopping for the day: Wonderbra UK created a mosiac billboard from thousands (nearly 8000, actually) of customers. Its a neat way to get women involved in the product & made an attractive advertisment. The campaign launches Wonderbra D to G for larger bra sizes.
  

catching up on the news

Good Morning,

messing around & trying to get caught up on some things:

reading the latest lingerie news I found this new industry report:

• U.S. Market for Women's Intimate Apparel (Lingerie).

This US$3300 report examines the changes in the lingerie industry over the past 20 years.

SUMMARY

This report is an in-depth look at the U.S. market for women’s intimate apparel, estimated at $9.6 billion in 2007. In the past 20 years, lingerie has blossomed from a commodity into a huge money-making segment of apparel retailing, thanks in large part to lingerie retailing pioneer and marketing machine Victoria's Secret. Many merchants at major department stores and a slew of catalogs, including Newport News and Spiegel, and e-commerce businesses, including Figleaves.com and Barenecessities.com, are now cashing in on the lingerie bonanza.

Even specialty stores that have never done lingerie in the past are developing strong lingerie alliances, whether branded or private label. Other retailers, recognizing that the lingerie market has higher profit margins than regular apparel, are launching new lingerie lines and giving their older products a makeover. Lingerie vendors are focusing more on their alliances with lingerie specialty stores as compared to department stores.

This report analyzes the competitive landscape of the market, profiles the major lingerie makers and retailers and discusses their key business strategies. It also analyzes the major trends prevalent in the lingerie market. The information contained in this study was compiled from both primary and secondary research, including consultation with industry experts, on-site inspections of major retail outlets, analysis of information from trade press, apparel and organic-product trade associations, retail journals, marketer publications and press releases, and other relevant sources. Sales figures are based on a comprehensive evaluation of various current market estimates and growth trends.

Deborah Marquit designer

• About the company; Deborah Marquit has been enjoying the limelight of the lingerie world since 1984. Marquit designs and manufacturing space located at at 158 west 15th St. in New York City.

Marquit is the designer of the fluorescent lingerie line.

Her establishment is one of the few independent designer lingerie shops that flourish in New York City.

You may also see her collection on-line at: www.deborahmarquit.com

Deborah Marquit
couture lingerie
158 West 15th St.
New York City 10011
212-478-3092
store hours: 11:am - 7pm
Monday- Saturday (closed Sunday)
www.deborahmarquit.com

• the vital stats of the first Miss America in 1921 were 30-25-32. In the 1970s, it was 34-21-34
• Indian women are different from American women in customs related to breast shape & skin exposure. The Times of India reports that Indian women--especially top-level celebrities do not want to model swimwear or lingerie in public advertising due to concerns of modesty & to avoid shame. "They walk the ramp in contemporary and traditional attire, they reveal loads of skin without ado, but walking the ramp in bikinis or lingerie is a strict no-no for Indian models". However, there is a seeming contradiction in the Times article discussing the shape of the breast for 2008: "The bosom has changed its shape! It’s not being pushed up, anymore! But being allowed a bit of natural gravity. Too much of a boob thing, is a turn-off. The official breast of 2008, is soft, subtle and natural. And not, pushed up, in your face".

Such statements seem to oppose each other as one shies away from public display of sexuality & the other promotes that same sexuality. There is some alignment in the modesty of swimwear modeling & minimizing breast shape away from arrogant shapes. But, still, I need to sit with these developments & continue to collect data. Especially when India is one of the largest lingerie markets & gets plenty of google time.

American, European, Indian, Chinese--these are the trend-setters to watch in underwear fashion.

Marlies Dekkers

Lingerie designer Marlies Dekkers has a great website--designed by Studio Dumbar--showing off 15 years of bra design--art meets underwear.
Design.nl reports:

Marlies Dekkers first came to the attention of the public during her graduation in 1991 from the Saint Joost Academy for Art and Design when her 'bare buttock dress' grabbed the attention of the Dutch national newspapers. In 1997 a solo exhibition of her work was shown in the Kunsthal Rotterdam. Award highlights include ELLE Innovator of the Year Award (2004), Grand Seigneur prize (2005) and in 2007 she was named Businesswoman of the Year by Prix Veuve Clicquot. International pop stars and celebrities are regular customers of her work.

Mio Destino reports:

Training: Marlies Dekkers graduated from the Academy of Art with distinction in 1991.

Style: Visionary and ground-breaking lingerie. Typified by an innovative strikingly graphic character that utilises modern materials whilst retaining superb craftsmanship. A real trend setter who finds inspiration in poetry, literature, visual arts and film.

Story: Marlies Dekkers was born in 1965 and after graduating in 1991 she began work on her ‘Undressed' collection founding her own designer lingerie company in 1993. Subsequently she exhibited her fabulous swimwear collection with the unique signature 'straps' design. The ‘Sundressed' collection by Marlies Dekkers only uses the best quality materials and the comfort and gentle fit of the garments is renowned making it a popular for presents.

Highlights: Many of Marlies Dekkers' creations are displayed in modern art exhibitions and are sought after worldwide with Pussycat Dolls wearing Marlies Dekkers. Awarded the ‘Dutch Body Fashion' award in 1993.

Throughout the month of June a Rotterdam, Netherlands museum exhibits a retrospective of her work.

ROTTERDAM, Netherlands (AFP) — Bold, confident, sexy and never demure; the lingerie of Dutch designer Marlies Dekkers adorns the Rotterdam Kunsthal art gallery to mark 15 years of an illustrious career.

Black dominates the collection on display in a two-month exhibition, with hardly a spot of white or touch of colour to break the contrast against the artificial, pale mannequin skin.

But the most striking constant, the signature on the majority of the g-strings, guepieres (a type of corset) and bras she designs: the straps.

One, two, sometimes three straps cross a breast, creep around a neck, snake across a hip...

It is Dekkers' distinctive seal -- having characterised her collections throughout the years.

Knickersblog offers this review of Dekkers' Shibari set--passing with flying colors (only black really).

I don't usually point to retail sites from this blog but I like the design of ART de FEMME & couldn't resist.
added Marlies Dekkers site to the designer link list.

notes

this post contains some loosely related material that needs to be tied together later--I'm going to plant flowers & mow very soon. The Triumph material updates an earlier post that can be linked in here also.

The Undie Award

The Undie Award gives customers a chance to vote for their favorite underwear & to see what real people find comfortable.

eco-fabrics:

"A company in Sri Lanka who manufacture underwear for Marks & Spencer (M&S) claim to have the first carbon-neutral clothes factory in the world."

MAS Holdings, who also produce lacy lingerie for the likes of Victoria’s Secret in the US, have an “eco-factory” which is 90% powered by hydro-power and 10% by solar panels. The site uses 40% less energy than a similar sized factory using regular power sources. Windows are designed to allow staff to work by natural light while “eco-bricks”, designed to keep the building cool, cuts the need to power air-conditioning units in the humid climes of the South Asian nation.

In addition, sweat-shop conditions or child labour, thought synonymous with some larger manufacturers, won’t be witnessed here. The company brands itself by its ethical ambitions. It says: “MAS was doing the right thing before CSR became a corporate buzzword”.

Get your green pants here from the Economist.com's May 29th 2008 edition is a look inside the factory.
Triumph bra design contest:

Divyanka Bedi has beaten two dozen aspirants at a show held recently [Triumph Inspiration Award (India) for her lingerie design] For her award winning lingerie, Divyanka used bright emerald greens, plum reds, and lime greens with exotic motifs such as ivy leaf and poison lips. The collection focussed on seduction and dark fantasies and was projected for a women who believe in being assertive and sexy yet classy and flamboyant.

• "The contest required us to design an under wired bra and brief set inspired by our opinions of female fascination."

• "How much is creativity a criterion while designing lingerie?

When you have less than half a metre of fabric to work with, to design something that has to be worn under another garment, all the while performing the function of providing support and comfort and yet look different from everything else in the market, one requires a lot of creativity to execute that."

Triumph Inspiration Award Malaysia National Finals ‘08 photos by Michael Yip.

Photos from Triumph International's Japan Inspiration Award 2008 (26th May) that are in line with the whimsical fashions of previous years.

Triumph Inspiration Award 2008 website. The site presents a company history and advertising videos from yesteryear. There is a historical overview of lingerie fashion with a section on Chinese underwear.

Plus Size Bras:
Salon.com's Kate Harding's 30 May 2008 post led me to Ashley Stewart's Butterfly collection brings sexy fashion to plus size lingerie. Some coverage of the premier runway event can be found at Sharon Quinn's blog.

Harding's column also mentioned the profession of Dr. Joanna Scurr, a leading authority on sports-related breast movement. Apparently in demand from makers of sports bras.

Bra Fun:
Triumph International Theme Undies posted on Japundit.

A slightly different version of the bizarre bra gallery from November 14th, 2007 by Steve Levenstein

Triumph International Japan's latest bra concept is the environmentally friendly, and green colored, "Solar Power Bra" featuring a solar panel worn around the stomach. While the concept promotes alternative energy production, "the panel requires light to generate electricity and the concept bra will not be in stores anytime soon, said Triumph spokeswoman Yoshiko Masuda, as 'people usually can not go outside without wearing clothes over it.'"