If you took a small Victoria’s Secret store and added lots of sugar, but tempered the spice, the recipe might produce Orchid, a lingerie chain just for teens. The concept was spun off by Gadzooks, a national chain based in the Dallas suburb of...
If you took a small Victoria’s Secret store and added lots of sugar, but tempered the spice, the recipe might produce Orchid, a lingerie chain just for teens. The concept was spun off by Gadzooks, a national chain based in the Dallas suburb of Carrollton. At Orchid, opened last fall, the goal is to attract the 14-to-22 set with demure lingerie and pajama-party fare. That means a lineup laden with knit camisoles with matching boy shorts, drawstring pajama pants and colorful bikini panties and bras. And there’s not aswatch of leopard print or satin in sight.
"The merchandise is not overtly sexy," says Paula Masters, president of Gadzooks. "It’s a tricky balance trying not to cross over the line. We do lots of focus groups and get an incredible amount of feedback from our customers and our own sales associates. If there’s any doubt whether something is too sexy, we take a vote on it."
Gadzooks is testing Orchid with four mall stores, one in the Dallas suburb of Lewisville, two in the Houston area and one in Kenner, La., a suburb of New Orleans. All four opened last fall.
At the Lewisville Vista Ridge mall, music videos play on flat screens surrounded by lavender flower petals in windows that recently displayed purple velour robes and fluffy slippers. Not surprisingly, Orchid’s signature colors are lavender and violet.
Prices range from $7 for a bra to $36 for a terry-cloth robe. Still, Orchid isn’t without undies for would-be Lolitas, such as a red cotton knit camisole and boy shorts covered in strawberries inscribed "ripe.’’
A handful of brands rounded out the mix, such as Tommy Hilfiger’s patriotically hued bras and panties, black mesh camisoles and panties from Rampage and Candies’ appropriately pastel innerwear. Accessories range from Tony & Tina makeup to rhinestone-studded bra straps. And then there’s Orchid’s own private-label bath and body products — lavender scented, of course.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty