Hanesbrands Inc. doesn't usually find itself in the company of Diane von Furstenberg, Oscar de la Renta and Marc Jacobs.
But that's just where the Sara Lee spin-off was April 19 to 21 when it opened a Hanes Comfortique pop-up shop for three days on upscale Melrose Place in Los Angeles.
"Being in this environment is new for the brand and it is important," Katy O'Kennedy, senior marketing manager for Hanes, said during a party Wednesday to introduce the brand's first pop-up concept. "The brand is a well-loved brand in the U.S. People do know us for comfort, but now it is kind of in a stylish way, so that does make us stand out."
Hanes gave customers an early look at its spring and summer styles of ComfortSoft bras and panties in the 1,800-square-foot space. Available in underwire and wireless varieties, ComfortSoft bras retail for around $9.99, feature wide straps to eliminate slipping and digging, and range from 34A to 38D. The cotton and cotton-stretch panties, which cost $6 to $8 for a multipack, have waist and leg bands intended to hold the panties in place and not to chafe.
In shades of blue, pink and lavender, the ComfortSoft intimate apparel contrasted with the white walls, white fuzzy sofas and white carpeting of the pop-up shop. A few men's items, including boxers, tanks and shirts, were tucked away in a corner.
On opening night, revelers were treated to a preview of ComfortSoft bras and panties on six models clothed by celebrity stylist Jennifer Rade, who has outfitted Pink, Angelina Jolie and Marilyn Manson. Standing in the center of the shop on an Olympic-like podium, the models wore sheer jackets and dresses to expose their innerwear.
To fit nonmodel clientele, two Hanes employees staffed the Comfortique shop. Hanes notified potential shoppers about the shop through e-mail blasts and in the local media.
About 80 percent of women wear incorrect bra sizes, O'Kennedy said. Even Jennifer Love Hewitt, who graces the ComfortSoft TV ads and wore a knee-length, black Fleur Wood dress to the Comfortique opening, acknowledged she chose a cup size too small before learning about appropriate fit from Hanes."That's why I had been so uncomfortable," Hewitt said.
Based on conversations with friends, family and colleagues, Hewitt stressed that comfort is a top priority in selecting bras.
"I work 17 hours a day on the show [CBS' "Ghost Whisperer"], so I am constantly in them and I constantly have to focus on that area for some reason," she said. "It is really important that I have a good bra, something really comfortable."
Younger women who shop across retailing channels, from mass merchandisers to high-end boutiques, connect with the ComfortSoft line, O'Kennedy said. She indicated that locating Comfortique on Melrose Place reinforced that connection.
O'Kennedy said there are no plans for more Hanes pop-up shops, adding, "If this is successful, there are always opportunities we will evaluate."
@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)