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.
Taking the final spot on the mens’ portion of New York Fashion Week calendar next month will be none other than @tomford. Though he’s shown his men’s wear in New York in the past, this will mark the first time the designer has shown his men’s collection alone during New York Fashion Week: Men’s. His runway show will debut on February 6 at the Park Avenue Armory. #wwdfashion
London-based couture house @ralphandrusso has certainly been in the spotlight, having its dresses worn by @beyonce, Angelina Jolie, Meghan Markle in her engagement photos and more. For couture, Tamara Ralph focused on ornamentation — think: feathers with chain mail, jet embroidery and clusters of pearls and crystals. See the rest of the collection on WWD.com #wwdfashion #couture (📷: @giovanni_giannoni_photo)
Minnie Mouse celebrated her 90th birthday by getting her own star on the Hollywood Walk of Fame. For her celebratory luncheon, @coach’s creative director @stuartvevers dressed her in a custom made prairie dress, complete with Vever’s take on the polka dot – black sequined versions – under a cropped motorcycle jacket. The designer also put his own mark on Minnie’s classic red shoes, infusing the color with sparkles and adding some Coach crystals. “We chose colors that were very Minnie and also represented quintessential Coach elements,” said Vevers. #wwdfashion #nationalpolkadotday (📷: George Chinsee)
@nickjonas is unveiling his first-ever apparel collection through a partnership with John Varvatos. The limited-edition capsule, which makes its debut in spring, also marks the first time the designer has collaborated with anyone on a line. “The process in working with Nick is amazing. It’s inspiring to be around someone who is not only connected with the trade that they do, but also with what’s happening in the environment around him, and how that connects to what we do with style,” said Varvatos. (RG: @johnvarvatos) #wwdfashion
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)