The Warnaco Group Inc. is making a big push to strengthen its Calvin Klein Underwear franchise with a major relaunch for fall and product introductions for spring.
Warnaco, coming off a first quarter when net income more than doubled to $37.6 million, saw sales of Calvin Klein products, which include jeans and underwear for men and women, account for about 75 percent of the company’s top line. The two new major initiatives by Calvin Klein Underwear are the Perfectly Fit and Seductive Comfort Customized Fit bras.
The global relaunch of Perfectly Fit bras, introduced in fall 2005, will include distribution to 1,050 doors of major stores and specialty operations, and will feature a hangtag with a tag line saying, “Now More Perfect Than Ever.” Perfectly Fit bras will retail for $44.
Bob Mazzoli, chief creative officer of Calvin Klein Underwear, said the focus of the relaunch is “aesthetics and functionality.”
“With the introduction of the new Perfectly Fit, we’ve dialed it up,” Mazzoli said. “Revolutionary technology provides ultimate comfort and a smooth, sleek look, making Perfectly Fit a sexy, everyday wardrobe staple. Lace, color and iconic prints were introduced in the initial launch, and now the offering has been updated with a modern, new demi silhouette.”
Five key styles are a smooth Push Up Bra, a Push Up With Lace Bra, a sleek T-Shirt Bra, a T-Shirt With Lace Bra and a framed Demi Bra, which offers a “sexy neckline, smooth contoured shape and frame for extra support,” he said. Product features include a line-free edge at the neckline for a no-show look, four-way stretch foam for flexibility, plush underwire channeling, a cushion closure for comfort, two-ply wings and microfiber straps, which are graded by size, as well as logo treatment.
Helen McCluskey, president of Warnaco Intimate Apparel, said the Seductive Comfort Customized Lift Bra is “our number-one style.” Eva Mendes was the model for the launch in fall 2008 in a multimillion-dollar ad campaign, and will continue to be the model of Calvin Klein Underwear this fall.
“Our consumer has responded positively to the idea of customization in bras,” McCluskey said. “We are excited to offer the Seductive Comfort customer, who is looking for increased coverage and support, additional options to complete her wardrobe. We recently introduced the Customized Lift concept in strapless and will add…lace, fashion colors and prints for spring 2010.”
The Seductive Comfort Customized Lift Bra, T-Shirt Bra and Underwire Bra each retail for $44. The Seductive Comfort Customized Lift Strapless Bra With Lace, the Sexy Contour With Lift Bra and Lace Underwire Bra each retail for $46.
The main features of the Customized Lift concept are fit, coverage and support targeted to the C-to-DD-cup customer, as well as lift, strap and band width customized by size. The degree of lift increases as cup size decreases, said McCluskey.
“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
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast