NEW YORK — The ascension of the Curvation by Bestform bra brand into a $100 million label in the next few years is likely to be accelerated by key moves: an expansion into full-figure shapewear, and the appointment of former Sara Lee Intimates executive Ray Nadeau to the new post of president of the Bestform division of the VF Intimate Apparel Coalition.
In addition to intimates, the Curvation name may eventually be molded into an apparel franchise, including jeans and sportswear, said Nadeau, 50, who joined Bestform in October after serving as president of Sara Lee Intimate Apparel for a year.
A 24-year veteran of Sara Lee Corp., Nadeau has held various executive intimate apparel posts, including vice president of marketing, merchandising and design at Sara Lee’s Canadelle unit in Canada, president of Sara Lee Intimates in Australia and New Zealand, and president of Playtex Apparel. A Sara Lee spokeswoman said Nadeau’s former responsibilities were absorbed in a corporate restructuring by Howard Upchurch, president of Sara Lee Intimates and Hosiery.
As for the Curvation brand, a line of full-figure bras was introduced in 2002 with marketing support from what the company called its secret weapon: the entertainer Queen Latifah. First available exclusively at Wal-Mart’s 2,900 doors, and expanded to Kmart and ShopKo stores during the past year, the line of foundations is designed to attract a hip, fashion-conscious, full-busted customer, Queen Latifah told WWD during the launch.
Now the line has five control styles slated for January deliveries: a Tummy Shaper Thong; a Tummy Smoothing Body Shaper; a Tummy Smoothing Cami; a Waist Nipper Thong, and a Tummy & Thigh Shaper Long Leg brief. Shaper sizes are M-XXL and bra cup sizes are 38C to 42D. Nadeau would not give wholesale prices, but said suggested retail prices are from $9.38 to $15.76.
“Curvation obviously is a very important brand for the Vanity Fair [VF’s intimates] business, and after only two years, it has a very prominent position at Wal-Mart,” Nadeau said. “It’s grown phenomenally from its early rise because the full-figure category is viewed by the marketplace today as a destination opportunity that everybody wants to own. The average size of 50 percent of the [women’s] market is 14 and 16. Ten years ago, it was sizes 8 and 10. Queen Latifah brought credibility to the whole concept.”Regarding the innovation of Curvation shapewear, Nadeau said: “It’s a great fused product that gives good support and control where a woman needs it. Lace treatments give a modern look to the product. Shapewear business has been flat in the market place, and people are trying to find the key to new value. We think this product can drive the shapewear category at mass, because it’s modern, clean and aesthetically pleasing. It supports the overriding halo of what Curvation and Queen Latifah are all about.”
@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)