October 27, 2020
Uncategorized

Intimate Apparel Brands Focus on Innerwear as Outerwear

NEW YORK — As innerwear begins to function as apparel — click through any music festival gallery for proof — brands showing at the Curve New York trade show, which took place at the Jacob K. Javits Convention Center this week in New York, continue to think about functionality, duality and Instagram appeal when developing their collections.
“We are seeing a shift with lingerie. It’s becoming the main focal point,” said Jessica Pfister, vice president of Le Mystère. “Girls are wearing bodysuits with pants; bra tops with jackets. The expectation is comfort and quality.”
Le Mystère previewed its Infinite sheer T-shirt bra with an elastic-free, engineered edge that can be worn seven ways. It retails for around $65. They also showed a bodysuit anointed “smoothwear,” which retails for $89, and a sheer illusion demi scoop bra, which retails for around $60. According to Pfister, navy and peach are trending and retailers are looking for larger cup sizes.
“When I started out, everyone was a 34B. Now at minimum everyone is a D. Women are becoming more educated about the fit of bras,” said Pfister.
Evora Russell, the vice president of Curvy Couture, which targets plus-size women with fuller busts, agreed and said retailers and

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