MELISSA DOES PLAYTEX: Talk-show host Melissa Rivers threw a Playtex Thank Goodness It Fits bra party recently at a suite at the L'Ermitage Hotel in Beverly Hills. Rivers, a spokeswoman on fashion and lifestyle for "TV Guide Cable TV" and a former fashion correspondent for E Channel's "E News Daily" show, told guests, "Without the right bra, even the hottest gown can fall flat. Every look begins with what's underneath. It's the little details of a seamless silhouette and sexy slingback [shoes] that really pull a look together."

The idea behind the bra party was to promote Playtex's TGIF's bra collection that offers half-sizes ranging from Nearly A to Nearly C cups.

"Melissa has been our TGIF spokeswoman for two years, and we believe her association with broadcast and red-carpet coverage during the Grammy's and Academy Awards with her mother, Joan Rivers, has added to the success of TGIF bras," a Playtex spokeswoman said. "In terms of styling, the TGIF line started off really fresh, smooth and colorful, and now has gone into extreme lace with much more feminine and sexier looks. Fashion colors, including magenta and chartreuse, reflect that."

Rivers noted that Playtex's parent company, Sara Lee Branded Apparel, will donate 80,000 units of underwear for men, women and children to aid the Katrina Hurricane relief effort.

VF TAPS DICRISTINA: VF Intimates, a division of VF Corp., has named Scott DiCristina to the new post of vice president of business strategy. DiCristina will be responsible for working with the management team to further develop strategies for VF's intimate apparel business, as well as identifying and building new business growth platforms, including acquisitions. DiCristina was a senior manager at Kurt Salmon Associates in Atlanta, where he worked with VF Intimates on brand strategy and product development. He reports to Curt Holtz, president of VF's Intimates Coalition.

CORDONNIER PROMOTED: St. Eve has promoted Maria Martini Cordonnier to the new post of vice president of merchandising and sales. She will continue to report to Todd Demakos, chief executive officer. Cordonnier will absorb her former responsibilities of senior account executive, and will work with the company's design department in merchandising seasonal collections of daywear, sleepwear and underwear. Demakos said Cordonnier's duties will make her an "effective liaison between our sales force and design department."

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