Miraclesuit Swimwear Inc. is expanding its universe to include its first collection of activewear called MSP by Miraclesuit.
Scheduled to launch for spring, the active line of lifestyle separates is being produced under license by Axiom Apparel Group Inc.
Distribution is aimed at major e-commerce sites including Amazon.com, nordstrom.com and Zappos.com as well as specialty apparel and spa boutiques, said Cheryl Sullivan, executive vice president of MSP by Miraclesuit.
“We plan to do a lot of specialty-store business and we expect the spa market will be very important as well,” said Sullivan. “As a manufacturer, we [Axiom] have a long history of product development and do a lot of activewear including an active line for Macy’s and Women With Control for QVC.Miraclesuit thought activewear would be a natural evolution for the brand.”
A first-year wholesale sales projection was not available, but the line could generate sales of $5 million the first full year, according to industry estimates.
Sullivan said proprietary Miraslim technology will give smoothing benefits that “modern women are looking for.”
“Miraslim technology is a power mesh we developed to give smoothing properties 360 degrees around the body. There is mesh in the interior of waistbands and throughout tops.…We have core product as well as fashion pieces.…This whole idea of smoothing is about comfort and it’s how women dress today.”
Styles include stretch tank and crop tops, boot-leg and cropped pants and woven jackets. Suggested retail ranges from $48 for bra tops to $90 for jackets.
Regarding the target consumer, Sullivan said. “We surveyed this customer through Miraclesuit’s data base and with a consumer research group. We wanted to find out who she was, what magazines does she read and does she like the smoothing concept in activewear...One thing was very telling — she doesn’t want to spend more than $70 on an active pant. Our boot-leg pant will retail for $68 and our cropped style for $62.”
The line, which is sized XS to XL and includes select plus sizes 1X to 3X, will be ensconced in a new showroom at 1407 Broadway in January. The MSP by Miraclesuit collection will also be sold on a new Web site to be launched in February. It is between Axiom Apparel Group Inc. and Mainstream Swimsuit Inc.
In yet another fashion show shuffle, @elleryland is moving its show in sync with the Paris couture calendar — though the brand is still keeping one foot on the city’s ready-to-wear schedule. Their runway show in January will coincide with the launch of a new strategy: designing two main collections each year instead of four, which will then be released in four drops. “As we all know, the system needs to change. We need to show sooner to give time back to artisans and designers to do what they do best — create,” said founder Kym Ellery. #wwdnews #wwdfashion (📷: @kukukuba)
@maxmara’s classic 101801 coat was the cornerstone of its pre-fall 2018 collection. The design team expanded the traditional double-breasted, kimono-sleeved style into a trapeze coat, lean belted styles and a peacoat and presented them in monochromatic looks – like the camel one pictured here. #wwdfashion #prefall18 (📷: George Chinsee)
The @cfda has shifted the dates of #NYFW, with Men’s showing on February 5 through February 7, and Women’s will directly follow, running from February 8 through 14. The preliminary schedule will be released on the CFDA’s web site in the next few days, but Mark Beckham, VP of marketing for the CFDA, revealed that @rafsimons will be back to close the men’s-specific part of the week with a show on February 7 #wwdfashion (📷: Kelly Taub)
@ferragamo is introducing a new space dedicated to the development of women’s and men’s leather good samples. The laboratory, which is created eco-friendly materials and designed to reduce the environmental impact of the manufacturing processes, will allow the company to expand its accessories offering through traditional artisanal approaches. #wwdfashion (📷: @aitorrosasphoto)
How does a “regular, degular, schmegular” girl from the Bronx, N.Y., become a Grammy-nominated artist with a certified platinum record in less than a year? Call it the @iamcardib come up. The 25-year-old has become a musical sensation, and the fashion world is taking note. “If I could describe her style I would say drama. She’s really into the dramatics,” says Cardi B’s stylist @kollincarter. See how Carter styles her bold and out there looks with the link in bio. #wwdfashion
“There is no formula. There is no guideline. I can watch Ted Talks all day, but there is no one who can advise me on exactly what it is I should be doing,” said @ronniefieg, CEO of @kith, in an interview with WWD’s @ariahughes at the brand’s new SoHo office in Manhattan. Head to WWD.com to see how Fieg went from hanging out in shoe stockrooms at 13 to building his own business. #wwdfashion (📷: @weston.wells)
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion