New Lingerie Line Silent Assembly Features 3-D Technology
After lingerie designer Kay Cohen studied the body-scanning technology that is used to make motion pictures, she set out to find a way to apply it to bras – a technology she calls “Curvessence.” The 3-D bra utilizes nylon polymers that sculpt to conform to a woman’s torso and remembers its shape over time. “While underwires have given us a lovely shape for the past 20 years that I’ve been in the industry, I have heard women often complain that bras are uncomfortable,” Cohen told WWD. “We are replacing underwires with a structure that is as strong as metal but way more comfortable.” Cohen also wanted to design a pretty, delicate lingerie line – a departure from the strong, sexy looks that tend to be popular. Silent Assembly is made up of 11 themes, each consisting of four to five pieces, including bras, panties, and bodysuits. Prices range from $92 for panties to around $495 for bodysuits. The line will debut in spring 2013 in department stores around the world.
The Gap Continues Its Comeback With “Back To Blue”
In its next step toward finding renewed success, the Gap has begun “Back to Blue,” its biggest marketing campaign in its history. The campaign includes print, outdoor, direct, social, in store, and digital ads, marking its return to television for the first time in four years. While the collection recalls the brand’s 1969 design roots, the campaign is pushing forward with a strong, daily social media presence. Gap will not only be on Facebook, Twitter Pinterest, and Instagram; it will also be creating a Tumblr ad contest in which followers create content. The winning work will earn a spot on Gap’s Tumblr, which will then be turned into Tumblr Mobile ads. Gap is also adding content to its Styld.by platform. It will partner younger bloggers and style experts to create fall looks. With sales up 8% in comparison to last year’s second quarter, Gap’s comeback seems to be working.
OPI Taps Carrie Underwood For Next Collaboration
OPI is partnering with another singer for a new nail polish collection. With past collaborations that include Katy Perry, Just Bieber, and Mariah Carey, the Coty Inc.-owned nail polish company certainly has star power. The new partner this time around? Carrie Underwood, who is working with the company’s mass-market brand Nicole by OPI. The company worked closely with Underwood to create 14 nail lacquers that “truly encapsulate her soulful spirit and showcase different facets of her personality,” OPI’s executive vice president and artistic director Suzi Weiss-Fischmann told WWD. The collection will launch in January in such retailers as Ulta, CVS, and Target.
Art Collective Fort Makers Creates Capsule Collection
The four-person, Brooklyn-based art collective behind Fort Makers has been connecting art and design since 2008. Amidst a number of projects debuted this year, including a capsule collection of hand-painted dresses for Anthropologie and a series of outdoor public art in Richmond, Virginia, the foursome is launching a combination art-installation-pop-up shop called Free Space. Opening August 14 in New York at Pier 19, the installation is set in a former, soon-to-be demolished Victoria’s Secret store. The space has been transformed into a vivid abstract painting, with silk scarves and dresses retailing for $320 inside. Painted leather Baggu totes and pouches, starting at $50, as well as maple-wood cutting boards from $45 will be available, too. The installation-shop will be open through August 28.
– Tanisha Wallis
Sources: WWD, MediaPost, Style.com
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