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NEW YORK — Color, nostalgic florals, and specialty fabrics and treatments will lead the way as DKNY Underwear takes new turns for spring and summer selling, said Barbara Lipton, vice president of merchandising and design for the licensed Donna Karan Intimates and DKNY Underwear businesses at Wacoal America.
“I think it will be a very positive market because DKNY Underwear at retail has been strong across the board with fashion and basic items,” said Lipton, noting that DKNY intimates will be showcased at the Lingerie Americas trade fair, as well as the designer’s showroom at 136 Madison Avenue here. “DKNY has an established signature in daywear, sleepwear and bras, and I think retailers are pleased to see the consistency of product from market to market.”
The theme for the spring collection, which features colors such as Hansel blue and Gretel green, is “fairy tales and storytelling,” Lipton said.
“It’s all about clear pastels for spring, while summer will focus on more saturated shades and prints that carry over from spring,” she said. “It makes for a strong floor presentation.”
She said one idea in particular has received positive reaction when previewed: special stitching teamed with “three-degree floral prints” gives a faux layered effect of petite, medium and large floral motifs on camis and boy-cut pants of microfiber.
“The idea is also all about a feminine-masculine statement,” said Lipton, showing two examples: a tailored cami and bottoms of nylon with feminine organza ruffle trim and little bows, and a “girly” look like a soft cotton rib-pattern tank with tailored woven cotton trim.
The summer collection will feature three new daywear silhouettes: a flounced chemise of stretch mesh, a chemise with lace-up effects on the bodice and a semisheer underwire chemise.
Two new bras, previewed in May at the DKNY Underwear showroom, will be highlighted at the Lingerie Americas show: a group called Geometric Lace, which features a padded contour bra with a specialty bra pad, and a new semi-demi bra rendered in a textured lace mesh ground with simulated floral lace embroidery and scallop trim in a group called Floral Blossoms.
“We’ve also expanded the percentage of cottons and cotton knits in sleepwear to 60 percent of the classification from 40 percent a year ago,” she said. “It’s an important area and that’s what’s selling right now.”
This story first appeared in the July 21, 2003 issue of WWD. Subscribe Today.
Suggested retail for sleepwear is $20 to $36 for tops and $29 to $46 for pajama bottoms; $29 to $46 for chemises, and $30 to $36 for bras. Camis are $19 to $36 and boy-cut pants are $14 to $18.