FLYING TRAPEZE: Maidenform Inc. came up with a novel marketing strategy to promote the launch of its new Lite Bra Collection — an exercise on the trapeze for the media to experience the “weightlessness of Maidenform’s newest introduction,” said a spokesman.
The Maidenform brand transformed the Trapeze School of New York into a forest oasis on May 27, taking cues from its new flora and fauna-inspired ad campaign with a green forest setting and point-of-sale visuals. More than 20 fashion magazine editors were treated to a performance by trapeze artists wearing new super-light bras.
“Eighteen of the editors who attended the preview event tried their hands on the trapeze as well, and they really got into it,” said the spokesman.
SOLOMON REMEMBRANCE: More than 30 members of the Intimate Apparel Square Club and friends gathered last month to share memories of the late Sheila Solomon, an IASC member and a 40-year veteran of the innerwear industry.
She was described as a “tremendous” fund-raiser and supporter of the Rusk Institute’s Pediatric Rehabilitation Center at New York University Medical Center, a main charity supported by the IASC. The ceremony in the Play Garden at the Rusk Institute, which the IASC created with the help of Solomon, represented a “celebration for a special person and a special life,” said Rosa Chamides, a friend and former IASC president. A memorial bronze leaf will be placed in Solomon’s honor at the Rusk Institute, with the engraving: “To celebrate the life of Sheila Solomon.”
The IASC also presented the Rusk Institute with a donation of $335,000 toward the new Rusk Pediatric Rehabilitation Wing. The donation was made from proceeds of the organization’s 50th anniversary celebration and the annual HUG Award dinner in November, which honored Dorrit Bern, chairman, president and chief executive officer of Charming Shoppes. The IASC has donated $3.5 million to the Rusk Institute for various projects, including a state-of-the-art playground, music and art programs, and social activities.
This story first appeared in the June 19, 2006 issue of WWD. Subscribe Today.