NEW YORK — Following a year of unprecedented hype over breast enhancement and stellar bra business at retail, foundations makers are heading for the upcoming March market in an ebullient mood.
But they’re not depending on push-ups alone to push up fall and holiday orders. Shine, stretch and embellishments are being called into play for both cleavage-enhancers and other bra styles. Vendors claim they’re hearing a call for more diversity of styles. Color will be another important story.
Shine will be done in both high and low lusters. A blend of Shimmereen nylon and Lycra spandex is a key idea for high luster and stretch, while a nylon microfiber blended with Lycra is one of the matte-luster favorites.
The push-up idea is attracting expanded ranges in bustier and corset looks, long-line Merry Widows for hip control and novelty items such as push-up bras with padded straps to define the shoulders.
Embellishment seems to be a buzz word among vendors, and decorative touches are being used aplenty on soft cups, molded and push-up styles. Ideas include corduroy trim, mesh insets, lace overlays and metallic accents that have a spray paint look .
Tone-on-tone jacquard finishes as well as flocked velvets are expected to be hot looks in the growing array of textures.
Linda J. Wachner, president, chairman and chief executive officer of The Warnaco Group, said the “big story” for its Warner’s line for fall will be a group called Bright Shine.
The group of seamless, molded bras of high-shine nylon and Lycra will come in several colors: dark green, plum, taupe, purple, cinnabar, black, white and cream. The bras will be priced to retail for $20. A coordinating high-cut brief is to retail for $8.
Wachner said one soft-contour bra style by Olga called Lace Textures will be introduced. The nylon and Lycra lace bra will feature shiny embroideries, and suggested retail will be $24. A matching brief will retail for $13.
At the Playtex division of Sara Lee Intimates, Gloria Falla, vice president of design, said there will be a new minimizer bra with a comfort strap. Suggested retail for the minimizer is between $22 and $24. Cup sizes start at 34C and go to 42DD.
Bruce Getz, vice president of merchandising at Maidenform Inc., said 41 new styles of bras will be featured for fall 1995, compared with 28 a year ago.
Getz noted that Maidenform will be featuring three programs for fall: the Sweet Nothings Savvy Collection, featuring high-shine nylon and Lycra blend; a foam-lined demi underwire bra called Natural Attraction, and Micra Light, a group of Art Deco-inspired underwire bras in nylon microfiber and nylon mesh blends.
“We have to give the woman the stretch fabrics she wants for the Nineties,” said Getz, noting that each group comprises stretch blends with Lycra.
Berna Goldstein, executive director of Donna Karan Intimates at Wacoal America, noted, “We will be introducing a Chantilly lace version of our push-up opaque satin bra, which is doing phenomenally well at stores.”
Regarding trends at the mass level, Kay Dobson, director of product development at Vassarette at Vanity Fair Mills, noted, “There’s definitely been a demand for more fashion-forward foundations.”
Dobson said Vassarette will launch several fashion ideas for fall. There will be a group of bras and panties called Rose Remembrance of pleated polyester with rose-pattern lace trim, and two shapewear groups of nylon and Lycra: Sheer Delights, and Lace Indulgence, both offering moderate control.