A new shaper called Control Freak by Wacoal will be launched at major stores this week.
The concept of the control briefs is based on two silhouettes that are proportioned to fit a woman whose figure is apple shaped or pear shaped.
An apple-shaped figure has a fuller waist and hips and shapewear often rolls down or pinches around the legs. The Apple Shape Brief has strategically placed panels for tummy control and panels to lift and support the derriere.
A pear shaped figure has a smaller waist but fuller hips and derriere and there often is a gap around the waistline when wearing a shaper. The Pear Shape Brief is proportionately designed for a smaller waist and is fuller at the rear and hips.
Bob Vitale, executive vice president of sales and marketing at Wacoal America, said, “We think Control Freak is a great name and the launch will be supported by a national ad campaign in April as well as a marketing video for retailers.” As reported, Vitale will take on the role of president and co-chief executive officer April 1.
The ad campaign, titled “Control Freak, Designed for Your Body, Not Just Any Body,” features images of the two shapers on two body types, each showing a woman holding an apple or a pear in front of the shaper. Both styles feature a knit-in fruit logo on the inside of the garment to help a customer make a selection.
Suggested retail is $38. Sizes are S, M, L, XL and XXL
“I think this will be as big a launch as the iPant program was last year,” said Vitale. Over 150,000 units of the iPant, a seamless shaper brief microencapsulated with caffeine to help reduce cellulite, were shipped in 2011.
The rights to the pending patent as well as the Control Freak name were acquired from intimate apparel designer Tina Wilson.
Breaking News: @louisvuitton's men's artistic director @mrkimjones is leaving the French fashion house after nearly 7 years. Jones joined Louis Vuitton in 2011, following a three year tenure as creative director of British luxury goods brand Alfred Dunhill. Jones is to exit Louis Vuitton after showing his fall 2018 collection for the brand in Paris on Thursday. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews