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‘Sex and the City’ Lingerie Parties Rev Up

Retailers will be chilling cosmopolitans, walking the aisles in stilettos and displaying risqu? undies and bras nationwide as stores launch "Sex and the...

Retailers will be chilling cosmopolitans, walking the aisles in stilettos and displaying risqué undies and bras nationwide as stores launch “Sex and the City” lingerie parties in a cross-promotion with the premiere of the movie.

The seven-day marathon begins Thursday on the fourth floor at the Bloomingdale’s flagship in Manhattan. The “girl culture-inspired event” will be from 6 to 8 p.m. in the intimate apparel department and features a sweepstakes for a “Sexy Girls Night Out.”

The grand prize winner and three guests will each receive a pass to the “Sex and the City” premiere in New York on May 30, as well as dinner at a four-star restaurant to be determined, and a two-night stay at the Soho Grand’s luxe penthouse, said a Bloomingdale’s spokeswoman.

Valeria Campello, president of Miami-based Cosabella, which produces and distributes the licensed Sex and the City by Cosabella collection, said the Bloomingdale’s event also will feature free foot and body massages by Oasis Day Spa, as well as two screening passes for the motion picture, 100 “Sex and the City” T-shirts, a DJ and gift bags.

While Bloomingdale’s will kick off the official “Sex and the City” lingerie fest, some specialty retailers, such as Pretty Thing in Los Angeles, wanted to get a jump-start, said Ugo Campello, vice president of Cosabella.

“Cosabella has also created packaging for a glass for cosmopolitans that will have a thong that suits each character’s personality and a fake ice cube with the character’s name,” he said.

The Sex and the City by Cosabella lingerie collection is inspired by the four characters of the hit TV series-turned motion picture: Carrie Bradshaw, Samantha Jones, Miranda Hobbs and Charlotte York. Some stores will feature informal modeling in store windows and in intimate apparel departments with women of every shape and size, while others will stage a girlfriend-night theme and have raffles to win packets of Sex and the City thongs, said Valeria Campello.