NEW YORK — An eBay auction of photos of Lovable bras might not sound like it would attract big bidding attention on par with Marc Jacobs’ Murakami bags. But add to the equation celebrities like Ali Landry and Destiny’s Child’s Kelly Rowland and the bids might start rolling in.

Partnering with Us Weekly, Lovable asked four women — Jessica Simpson, Holly Marie Combs, Landry and Rowland —?to select their favorite bras from the new lingerie collection and create a photo story showing their own mood and personality. To kick off the auction, the stars gathered at Serena Bar on Monday and signed their photos, which are being auctioned on eBay through July 4. All of the money raised through the online auction will go toward a charity of each individual celebrity’s choosing.

Tracey Goodwin, president of Hanes Her Way Intimates, which oversees the Lovable brand, said the campaign helps raise brand awareness and would also benefit a good cause.

“We felt these women all embodied some sort of edgy attitude and were the right age in attitude of our core customer, someone 18 to 25 years old,” Goodwin said.

Rowland said she was happy to participate and chose Bread of Life Inc., a charity that supports underprivileged families. As for Lovable, Rowland, who wore a black satin corset for her photo, said, “Anything that gives me a little oomph makes me happy.” At Serena, that meant a slinky dress by Australian designer Hussy, with Gucci heels.

As of Friday, a quick check of eBay showed that the “Cowgirl” photo styled by Combs and featuring her friend and co-star on “Charmed,” Alyssa Milano, was leading the bids, going for more than $500.

To access this article, click here to subscribe or to log in.

To Read the Full Article

Tap into our Global Network

Of Industry Leaders and Designers

load comments
blog comments powered by Disqus