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Finding True Meaning

NEW YORK — Bisou Bisou, the Los Angeles contemporary firm run by the husband-and-wife team of Marc and Michelle Bohbot, is stepping into new territory with the launch of True Meaning, a more casual contemporary sportswear line.<br><br>"This line...

NEW YORK — Bisou Bisou, the Los Angeles contemporary firm run by the husband-and-wife team of Marc and Michelle Bohbot, is stepping into new territory with the launch of True Meaning, a more casual contemporary sportswear line.

“This line is for the new generation of consumers,” Marc Bohbot said of the collection, planned to launch for spring. “It’s casual, but sexy. It’s the way women are dressing today. For instance, they wear cargo pants with tank tops, but the pants are tight and fitted for the woman’s body.”

The line, which is designed by Michelle Bohbot, will run as a separate company from Bisou Bisou with a different sales team, and according to Marc Bohbot, the Bisou Bisou name will not be seen anywhere on True Meaning.

With a wholesale price range of $44 to $75, the line is priced slightly higher than the more feminine and frilly Bisou line. The True Meaning collection consists of pants, T-shirts and tanks made in fabrics like fleece, French terry cloth and vintage-inspired denim. The first line will be showcased at in-store shops at select Bloomingdale’s units, including the Manhattan flagship.

An ad campaign is being planned for the spring launch. Bohbot said he has yet to finalize the print vehicles, but said he also plans to do some outdoor advertising in major cities. Bohbot said he expects $12 million in sales in the first year.

Bohbot said he’s not interested in opening True Meaning freestanding stores, explaining that “because of the Bisou retail chains, there were a lot of other stores I couldn’t do business with. I really want to keep control of the distribution of the line.”