The Emporio Armani Underwear brand for men and women is taking its cue from the line’s ready-to-wear as it enters the U.S. market.
The rtw influence is especially strong in the men’s collection that was launched in Europe in 1982 and introduced in the U.S. early last year, said John Hooks, deputy managing director of Giorgio Armani SpA.
“The line is designed as an extension and heavily influenced by elements in the ready-to-wear collection,” Hooks said. “Green was a prominent color displayed and exhibited in the Emporio Armani runway show in Milan, and shown and sampled throughout the Emporio Armani Underwear collection. New fabrics include polyamide, microfiber, stretch Modal and wovens. Emporio Armani Underwear has also expanded into loungewear for fall-winter ’09, featuring body-conscious, draped silhouettes in a combination of fabrics from 100 percent woven cotton, jersey and stretch Modal to a unique milk fiber composition.”
Regarding the opportunity for the designer’s underwear for men in the U.S., Hooks said, “We have found that Emporio Armani underwear appeals to everyone. Most interesting to note is that we have gained a significant share of the young men’s market, the 18- to 25-year-old consumer. Historically, Emporio Armani apparel has appealed to a 25- to 45-year-old audience. It’s our goal to capture and maintain this younger audience and invite them in to a larger aspect of Emporio Armani apparel.”
A wholesale sales projection was not available for the men’s line the first full year, but Hooks said, “Distribution is in Emporio Armani stores and department stores with expansion into specialty stores in key markets. We see Emporio Armani Underwear [for men] gaining a 5 percent share of the total department store channel.”
Sales for the combined men’s and women’s lines could generate revenues in excess of $20 million in the first year, according to industry estimates.
The women’s intimates line was launched for spring and has since doubled its assortments of bras and coordinating undies for fall-winter 2009-2010 that combine fashion, fit, quality and function. Inspired by flowers, new groups are Orchidea, a mesh offering that includes a fitted camisole; Lilium, a matte-and-shine micro group that features a techno pattern and lace trim; Bouquet, which focuses on a shadow stripe micro jacquard pattern with lace trim and offers a cami and a chemise, and Fiordaliso, an embroidered tulle selection that includes a slip. In addition to basic colors, the palette includes a pale birch green, lilac, sage green, orange red, violet, aluminum and aqua.
The women’s intimates has also expanded the color range and additional daywear pieces in several groups introduced this spring, which include the Camelia, Gardenia and Tulipano groups, as well as logoed, round-neck T-shirts and bottoms.
@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