LOS ANGELES — Italian lingerie brand Cosabella has partnered with Santa Monica, Calif.-based social e-commerce company BeachMint to create a new line of lingerie, sleepwear, activewear and swimwear called IntiMint by Cosabella, set to launch Feb. 1.
Price points range from $19.98 for bottoms to $119.98 for sleep sets, with about 30 new pieces rolling out each month. The venture marks the first time Cosabella has created a new brand for the online space.
“It was an awesome challenge to create a full collection from scratch for the digital side,” said Guido Campello, Cosabella’s vice president of sales and branding. “It took 14 months to create, but we’ll get immediate customer feedback, so it’s taking fast fashion to another level.”
The line, which comprises The Classics, basic pieces available year-round, plus season-appropriate offerings of lingerie, lounge, active and swimwear, will be merchandised with items from BeachMint’s other channels, StyleMint, JewelMint and ShoeMint. RELATED STORY: Olsen Sisters Receive Stake in BeachMint >>
“We’re making a push to have all our categories relate to one another rather than sell separately,” said Michelle Lee, BeachMint’s general merchandising manager.
The intimates pieces combine Cosabella’s signature colorful stretch lace and Supima cotton with fashion-forward prints and embellishments, while the activewear uses a similar palette to go beyond the basic black workout pant with pieces such as ruched running shorts and tops with mesh insets and double cross-backs. Swim separates will come in a range of colors and fashion prints. “The activewear space is where I see the most opportunity for distinguishing ourselves in the marketplace,” said Campello.
“This line is our deepest marriage, if you will,” said BeachMint chief operating officer Greg Steiner. “It’s the first time we’ve partnered with an outside brand for customer-facing content.”
While he declined to give first-year sales projections, he predicted “significant volume, in the tens of millions of dollars category.”
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“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia