NEWTON, Mass. — The cinched waistline and its curvy counterpoint, the voluptuous backside, are a mainstay of pop culture.
Jennifer Lopez and reality TV’s Kim Kardashian are famous for hourglass shapes, sales of skintight jeans and bandage dresses are up, and gym squat regimens and Brazilian butt lifts continue to grow in popularity. It was enough to inspire entrepreneur Susan Bloomstone and her co-creator, designer Lisa Reisler, to make a panty equivalent of a padded bra.
“I read about young girls getting butt implants and it disturbed me,” said Bloomstone, mother of two daughters. “We saw this as a safe, fun option because not everyone is going to get that perky butt from doing 100 squats in the gym each day.”
Their boyshort panty, called BootyPop, features two sewn-in, curved pads over each “cheek” and a ruched center seam. The shapewear category is hot, but nearly everything else on the market is girdle options à la Spanx.
“We laughed at first, like ‘Would people really buy this?’ But it’s been flying off the shelves,” said Dean Khial, vice president of Kitson boutique, who picked up the line this spring. “It’s been the sleeper hit of the summer.”
It’s the top-selling underwear stockkeeping unit on kitson.com, moving 25 to 30 units a week, he added. BootyPop also sells to Boogie’s Diner in Aspen, Colo., Holiday in Boston and Alene Too in Boca Raton, Fla., and will be launched in October at National Jean Co. in metro Boston. Bloomstone and Reisler project $2 million in revenues in 2009.
“We’re not necessarily selling to the traditional lingerie stores, but to the jeans stores,” said Bloomstone. “The trend is for tight jeans, which tend to squash you a little. So retailers are having customers try on BootyPop while they’re trying on their jeans. Women buy the jeans that makes their butt look good.”
Reisler, based in Montreal, handles design while Bloomstone, a former PBS producer based in metro Boston, tackles sales and marketing. A third investor, American Dream Team Network, a division of Canadian conglomerate J. Corp., handles sourcing and production.
Bloomstone has gotten Kelly Ripa and Shari Shepherd to wear and discuss BootyPops on “Live with Regis & Kelly” and “The View.” Making the circuit of celebrity charity events, Bloomstone has handed out BootyPops to the “Gossip Girls” cast.
The current BootyPop, at $14 wholesale, has a junior sensibility — candy-bright colors, a bubble-pattern logo and cotton and spandex fabric. Using feedback from retailers, Reisler has designed a contemporary collection, B.P.C by BootyPop, in microfiber at $17 wholesale and stretch lace for $20, to hit stores in October. She’s also working on swimwear and loungewear for spring. Reisler said they’re able to move the BootyPop padding into the new categories.
“We did a lot of trial and error to find the right foam that would be functional and washable,” she said.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews