NEW YORK — After a year hawking her proprietary line of lingerie, actress Jaime Pressly is on the prowl for a lingerie deal with a major manufacturer.
The 5-foot-5-inch bombshell, whose entertainment portfolio includes cameos this year in biker thrillers like Warner Bros.’ “Torque” and TNT’s “Evel Knievel,” said she hopes to expand her lingerie business, which is produced in-house under the J’aime by Jaime Pressly name, into an apparel and accessories franchise.
That idea appears to be the flavor of the day in the world of celebrity products because of the impact of high-powered names in the intimate apparel arena, such as JLo Lingerie by Jennifer Lopez at The Warnaco Group and Pamela Anderson Intimates at Vandale Industries. And some believe that’s just the icing on the cake, with other entertainment divas like Christina Aguilera and Anna Nicole Smith shopping around for intimate deals.
In another celebrity-lingerie related development, “American Idol” judge and singer Paula Abdul has been commissioned by Sara Lee Corp. to introduce the first tag-free bra collection by Barely There on Sept. 8, the opening day of Fashion Week here at Bryant Park.
Pressly first launched her eponymous line of lingerie and sleepwear in August 2003 at a party and fashion show for 2,500 guests at The Palms in Las Vegas. It was featured as part of a formal fashion show in October 2003 during L.A. Fashion Week. Wholesale prices start at $10 for underwear and go to $100 for sleepgowns.
As to why Pressly started out with lingerie and not ready-to-wear, she told WWD: “I really love lingerie. I’m someone who has to be in high heels and uncomfortable things all the time. You have to bear pain to be beautiful. I feel lingerie is a big hassle. Pretty stuff is so uncomfortable. I hate built-in boobs. That’s why I wanted to design lingerie that is comfortable.”
Pressly got the idea to do her own lingerie on the set of “Torque.” She said, “I was this chopper girl and had to be laced into this black biker suit that felt like a straitjacket girdle. I was sitting in wardrobe and started sketching. How are you going to ride a bike without comfortable lingerie?”
Hermès is launching a Laundromat pop-up shop in NYC - dubbed Hermèsmatic - where customers can bring their old scarves to be dip-dyed by an expert. Get all the details on WWD.com. #wwdnews (📷: @donstahl)