NEW YORK--The cleavage wars appear to be moving from the boudoir to the beach. Amid much hoopla, Beach Patrol Inc., which markets such swimwear labels as Baja Blue and Tango Rose, launched its own push-up, push-out version at Saks Fifth Avenue's flagship Wednesday morning with a breakfast showing for the press. "It is certainly the year of the cleavage," said Arnold Gale, executive vice president of Beach Patrol, surrounded by five models wearing two-piece swimsuits with the Mighty Bra. "Everywhere you are seeing it," Gale continued. "It was first in lingerie, then the designers began showing a lot of it. So, it is only a natural extension to have it in swimwear." Beach Patrol and other swimsuit firms have been adding padding and underwire over the past couple of years to accentuate the bust, but they are taking it one step further for cruise 1995. Victoria's Secret has launched the Miracle Bra in its swimsuit line; Jantzen Inc., which offered its Magic bra last season in Electric Beach, its junior line, is bringing it to its other lines this year with a major marketing push; La Blanca, a division of Apparel Ventures, is offering a W bra; Mainstream has its Wonderlift, and Sara Lee Foundations, the maker of the Wonderbra, is whipping up its own swimwear version, its first foray in swimsuits since the late Seventies. The Wonderbra suits will be manufactured by Christina, a Montreal-based swimwear firm, said a Sara Lee spokeswoman. She said the suits will be in 1,000 specialty and department store doors by early March. Gale of Beach Patrol said the Mighty Bra, which boasts foam cups, removable push-up pads and a special underwire that pushes the breasts together, is being offered in its junior lines--Tango Rose and Rebel Beach--as well as its contemporary Swim Systems and Baja Blue lines. The suits, which wholesale from $34 to $37, will be in all 49 branches of Saks Fifth Avenue this week. They are expected to be on the shelves of other retailers in the next month or so, Gale said. The look will not be offered in Beach Patrol's classic line, Amber Bay. Gale said the look perfectly fits the company's image, since 45 percent of the firm's line is two-piece suits. The Mighty Bra initially will be offered only in two-piece suits, but is expected to hit the one-piece line for spring, he said. "It takes a lot more technology to offer the look in one-piece suits because you have to consider various torso lengths," Gale said. Other swimsuit firms are playing up their own assets. "Nobody knows the bra business like we do. We know how a bra is supposed to fit," said the spokeswoman at Sara Lee, which is offering its Wonderbra in two-piece and one-piece styles for spring selling. "We are going to deliver more dramatic cleavage than anyone else." The Wonderbra swimsuits, made by Christina, wholesale for $30 for the two-piece and $35 for the one-piece. Peter Rubin, president of Mainstream Swimwear, which is shipping the line for late November delivery, said he has more one-piece suits with the Wonderlift bra than two-piece versions. "Our customer is a misses' customer, but yet she is sophisticated," Rubin said. "She has a fluffy tummy, and so she doesn't want two-piece suits, yet she still wants cleavage." The line wholesales from $27 to $30. Jantzen is doing a promotional partnership program with Vanity Fair Mills, a sister division, according to Robert Yost, vice president of advertising and event marketing. Starting in August, the firm is launching print campaigns and in-store posters that say, "In the dressing room it's uplifting. On the beach it's Magic." Yost said he attributed a 30 percent increase in sales in the Electric Beach line last year partly to the Miracle Bra. "At first, we though it was the plaids, but then we realized that the reason for our increase in sales was because we were offering more cleavage," he said. "There is definitely a lot of hype, but it is working," said Gale, noting that he expects the Mighty Bra to add about 20 percent to sales this year. Cleavage enhancement also pumps up the price, adding about $3 to $5 at retail per swimsuit, but manufacturers say consumers are willing to pay the difference. "I think that is a small price to pay to look good," said Rubin. "When she goes out on the beach, there is nothing between her and the world except her swimsuit."
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)