Byline: Karyn Monget

NEW YORK--Dual-purpose looks and true lingerie items with lots of sex appeal are expected to keep innerwear revving this year.
Following the impact of cleavage-enhancing bras in foundations departments at stores nationwide over the past 18 months, the demand for cleavage is expected to continue heating up overall innerwear business, say manufacturers.
To keep the fever going, vendors are introducing more figure-enhancing products, including control briefs that define and lift the derriere, waist-cinchers, and an abundance of bustiers and corsets that lift the bosom and flatten the rib cage.
Daywear, like teddies, bodysuits and camisoles, are also focused on the bosom with built-in underwire bras. And a lot of top-booking sleepwear features Empire bodices and textured, novelty treatments on the bodice.
With these ideas in mind, innerwear makers showing at WWD/MAGIC International plan to introduce a wealth of new products.
Chuck Nesbit, senior vice president and general manager of Bali Co., an operating division of Sara Lee Intimates at Sara Lee Corp., said, "MAGIC gives us an opportunity to showcase new product and see smaller accounts we might not meet with frequently."
Nesbit said bras, panties, activewear and socks will be highlighted at the Hanes Her Way booth. This will be the second time the brand is participating in the show.
Nesbit said among the new products to be shown will be two seamless, softcup stretch bras: a full-figure bra of nylon and Lycra spandex by Just My Size, wholesaling for $7.13, and a full-figure bra with comfort straps called Ultimate Comfort, by Hanes Her Way. Ultimate Comfort wholesales for $5.49.
"MAGIC is a way we can display all of our product lines, from Vanity Fair and Vassarette to Barbizon and our European brands such as Lou," said Chris Fuentes, director of marketing for the Vassarette brand at Vanity Fair Mills, a part of VF Corp.
Greta Shugrue singled out three ideas from Vanity Fair: "low-luster" satin finishes on bras and coordinating panties; firm-control shapewear, especially items that cinch the waist, and bodyliners of Micromattique.
"We are also going to show a lot of contemporary, younger-looking full-figure bras," said Kay Dobson, director of product development for Vassarette.
"We're seeing a trend for more moderate and firm-control shapewear for problem areas, such as tummy or thigh control," Dobson added.
Denise Slattery, vice president of marketing for Joe Boxer Corp., said the company will showcase two licensed categories by Joe Boxer Girlfriend: sleepwear, produced by Host Apparel, and bras and coordinating panties by Van Mar.
Trends include updated bras and matching panties in thermals, cotton knits and wovens. A pair of cotton knit boxer briefs without a fly, called a "Grip-Her," is expected to be key. It features a Joe Boxer logo across the waistband, and comes in black, natural and heather gray.
Laura Siebert, president of the women's apparel division at Robert Stock, said top looks will be "baby doll and trapeze dresses that can be worn outside."
"We will also feature a tremendous amount of printed cotton gauze," she said, noting that oversized retro-inspired florals will be important. Colors include red, blue, black and a range of pastels.
"Cotton still is king, and we see incredible strength in women's panties, from basics to fashion looks," said a spokeswoman for Fruit of the Loom.
She added that a "feminine twist" is a main thrust of FTL daywear and casualwear to be shown. A fashion T-shirt to wear under jackets should be a top number.
Jockey for Her by Jockey International will introduce a new line of cotton and Lycra daywear called Images, said a spokeswoman. Five silhouettes are trimmed with lattice treatments, including a French high-cut brief, a bikini, a thong, a boy-leg brief and a bralet in sizes 32B/C to 36B/C. They are available in white, prints and fashion colors. Wholesale prices range from about $3.50 for the thong to about $8 for the bralet.
Jockey for Her will also introduce an underwire daywear bra at about $7 and high-cut string bikini of cotton and nylon at about $3.75 to its Jockey Silks collection. The daywear bra is the first underwire style for the brand.
"We will make a corporate presentation of all of our Jacques Moret bodywear classifications and intimates at MAGIC," said Alan Shapiro, vice president of marketing at Jacques Moret.
The Moret firm manufactures and distributes women's and girls' bodywear, as well as plus sizes. Jacques Moret Intimates comprises bras, panties and crop tops in cotton knit.
"The thing that appealed to us was the tremendous retail management participation [at MAGIC]," said Shapiro. "It's good one-stop shopping for the retailers."THE EXHIBITOR
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Teensy Weensy USA Ltd.Division of Comme-CiComme-Ca Apparel Ltd.
Eton Trading(America Inc.)
Gina Hosiery Ltd.
Hamilton Lingerie
Hampton House
Host for Her/Joe BoxerGirlfriend
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Intimate Resources Ltd.
JWE Silk
Lamour Hosiery
The Lovable Company
Magic Moments Int'l Inc.
Miami RobesInternational Inc.
Nikhil Fashions
Sharron Leslie Designs
Vandale Industries Inc.
Vanity Fair Intimates

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