Karey Weyenberg, a former sales representative for AT&T, is a problem-solver.
A buxom 38DD, she could never find the right bra. So Weyenberg set out to do something about it. Without any design background, she created Cleavacious, an adjustable bra with additional straps beneath each cup to position and hold the breasts in place while creating enhanced cleavage.
"A lot of women have this problem," Weyenberg said, explaining how she came up with the idea. "I'm busty but lack cleavage because my breasts are set wide apart and under my arms. I got tired of seeing this imperfection. I stood in front of a mirror and thought if I had a bra that wrapped around me and gave control for the right placement, I could decide what to wear that day."
Thus, the Cleavacious bra was born. After obtaining a patent in April 2005 and contracting with a manufacturer in China to produce the bras, Weyenberg, her husband, Brian, and three teenage children, Ryan, Jacob and Brianna, formed an assembly line to package and distribute 4,000 Cleavacious bras from their living room in Milwaukee. She said she sold another 1,000 bras for $28 each at retail through her cleavacious.com Web site. After a mention on Fox News, she received orders from as far away as Israel and Guam, and direct-marketed others from her "Jeep boutique."
Sizes range from 32A to 42DD.
"I work well in chaos, and I have to credit AT&T for the managerial and networking skills I learned to promote and sell my bras," Weyenberg said. "There are a lot of women around the world who were looking for this kind of bra, which also fits in-between sizes."
As creative as Weyenberg was, she couldn't capture the attention of major bra firms.
"I couldn't get past the receptionist at major bra companies," she said.
Cleavacious eventually attracted the attention of Ann Deal, owner of Los Angeles-based Fashion Forms, who licensed and exhibited the bra design at the Salon International de la Lingerie in Paris last February. A test preview at the Macy's Herald Square flagship in May received a positive response and Weyenberg said she hopes to do appearances with her innovative bra at other Macy's units.Weyenberg retains the rights to her product, but said she is "making enough money from the royalties" of her licensing deal with Fashion Forms to retire "very comfortably."
"Now I don't have to cold call anymore," she said.
Exclusive: Nicola Formichetti is parting ways with @diesel after nearly four years. Formichetti, who served as Lady Gaga’s stylist in 2009, joined Diesel in 2013 as creative and artistic director. His first show debuted in Venice with a show held at the Venetian Arsenal. #wwdfashion #wwdnews
The polo shirt - an icon of preppy style - is roaring back into fashion in many creative guises, like this A-line polyester top from @carven, worn with @31philliplim cotton and elastane pants. Designers stretched a fashion classic into all kinds of new permutations this season. See how @mayteallende styled the preppy trend on WWD.com #wwdfashion (📸 : Kinya)
(Market Editors: @andrew_shang and @elmercer, Makeup: @amandawilsonmakeup using @fentybeauty, Hair: @gonn24, Model: @bara_holotova at @women360mgmt)
“I do like period [projects] a lot because I like creating those worlds, a world that is different from today," costume designer Mark Bridges said about the '50s British couture featured in @phantomthread. Bridges created the overall aesthetic and individual fashion looks for the film, which stars Daniel Day-Lewis, Lesley Manville and Vicky Krieps. Pictured here is a gown he designed for Krieps who plays Alma – the love interest of Day-Lewis' character, Reynolds Woodcock. #wwdfashion
@prada is embracing the holiday season with a series of short movies about the art of gift-giving. "The Postman's Gifts", which was directed by American filmmaker Autumn de Wilde, focuses on the brand's signature Prada Galleria bag and features Elijah Wood as the postman. In the first two episodes, Wood's delivers the iconic bag to @emmaroberts, who plays herself as a movie star, and Sasha Frolova. #wwdfashion
“I think I never met the person while we were working,” Vicky Krieps said of Daniel Day-Lewis, who she plays the love interest of in “Phantom Thread.” Day-Lewis remained perennially in character, so much so that she feels she’s just meeting him now. “It’s interesting to see how different he is in real life to the character,” Krieps said. WWD sat down with the 34-year-old actress to talk about her new role in the period film, which brings the fifties’ gender dynamics into the mix. Read more on WWD.com. #wwdeye (📷: @lexieblacklock)
@gucci has expanded its “Places” project to include six new cities. The initiative, which was first unveiled in July, aims to invite people to explore inspirational locations for the brand. On the list is the Biblioteca Angelica library in Rome pictured here. See the other five new venues on WWD.com. #wwdfashion (📷: @massimo_listri_official)
#ad From tools to lashes, WWD rounded up wellness and beauty products guaranteed to take your skin care and makeup routines to the next level in 2018. Follow along as @laceandleatherbyelyse, @ashnfashn and @elleisalwayshere experiment with these products on their Instagram profiles and blogs. #NewYearBetterYou
Blogger @camilacoelho is one of the fastest growing beauty influencers around the world. The bilingual blogger has worked with brands like @revolve Beauty, @dior, @louisvuitton and more and has an Earned Media Value of $34,338,441, according to @tribedynamics. But Coelho isn’t the only influencer making a major impact — head to WWD.com to see the other fastest-growing influencers in six key global markets. #beautyfridays (📷: @zefashioninsider)