Free People is expanding its world of intimate apparel, including wholesaling to other retailers.
The trendy apparel unit of Urban Outfitters Inc. opened its first area dedicated to Intimately Free People innerwear at its newly opened Free People store in Toronto on Aug. 2. Today, the retailer will launch its second e-book of Intimately Free People bras, slips and pajamas at freepeople.com. The e-book will feature lingerie on model Camille Rowe, who has been the face and body for two denim and knitwear e-books by Free People, one in March and another in June.
Jed Paulson, director of e-commerce and marketing for Free People, said the retailer selected Rowe for the intimates initiative because of her appeal to customers.
“We chose Camille because she was in our ‘Born to Run’ Americana e-book shot in Coney Island and our customers reacted very well,” said Paulson.
He noted that a second e-book of intimates is being launched because it has been a fast-growing category.
“It’s a bigger part of our business now and we want people to know more about it. There will be 16 [online] pages with more of a focus on bras and pajamas,” said Paulson.
From a wholesale perspective, Paulson said Free People plans to expand its branded intimate apparel offerings at several major retailers, including Bloomingdale’s, Nordstrom and Macy’s, next year.
The specialty chain will launch three new bra styles at freepeople.com today — a lace plunge bra, a lace triangle style and a satin demi-cup underwire. Bra cup sizes have been expanded to DD. Suggested retail prices for bras will start at $28 and undies will run for around $10.
In the e-book, “the bras can be seen on Camille with an all new 360-degree-view fit guide,” he explained.
He further noted there will be a 365 Days of Undies contest on the home site beginning today.
“Each month, a person who wins the contest will receive 15 select items from the [intimates] collection in a gift box with a bow,” said Paulson.
The contest, as well as new product assortments, will be promoted via e-mail blasts on the Free People lifestyle blog and on Pinterest and Instagram.
“We have an Instagram following of 250,000, which puts us very high as a specialty retailer….We’re [pleased] because intimates is starting to be worn by our customers as outerwear, with some wearing slips out and bras that can be seen underneath our outerwear,” he explained.
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
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