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Laura Biagiotti: Bodywear for ‘Everyday’ Wear

MILAN — Lavinia Biagiotti is on a mission to create innerwear for women, not just for their husbands and boyfriends.<BR><BR>The 26-year-old daughter of Laura Biagiotti said she came up with the idea for a collection about a year ago. Rather than...

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Cream polyester, polyamide, cotton and elastane satin and lace camisole and briefs with ribbon by Laura Biagiotti.

WWD Staff

MILAN — Lavinia Biagiotti is on a mission to create innerwear for women, not just for their husbands and boyfriends.

The 26-year-old daughter of Laura Biagiotti said she came up with the idea for a collection about a year ago. Rather than go for overtly sexed-up lingerie, she wanted pieces women would wear every day.

“Seeing all of this chiffon on the runways, with the wrong bra it can be a disaster,” she said.

So Laura Biagiotti Bodywear was born. The 80-piece collection, which made its debut at Lyon’s Mode City last September, features details like couture lace, embroidered chiffon and elasticized satin.

“It’s not really for seducing, but more for women and how they live from day to evening,” Biagiotti said.

The collection is available at about 1,300 specialty store doors, including Laura Biagiotti stores, across Europe, Asia, the Middle East, Russia and other former Soviet states. So far, the only U.S. store to carry the line is apparel and art boutique Coryna’s Fashion Meets Art in Westlake Village, Calif.

Biagiotti, who also designs the house’s ready-to-wear diffusion line Biagiotti Rome, said the company is negotiating with U.S. department stores for wider distribution, which could come as early as January of next year. The average retail price for an item is about $78, which the designer deems competitive for a line manufactured entirely in Italy.

As for materials, Biagiotti said she wants to expand the bodywear line into the house’s signature cashmere, but she’s holding out until she finds the right quality yarn to withstand inevitable wear and tear. She flirted with knits earlier this year when she showed a ruffled cashmere halter top and matching crystal-studded panties during a Swarovski-sponsored fashion show at January’s Salon International de la Lingerie in Paris.

“I’m looking for a cashmere that is washable so that these pieces can end up in more women’s closets,” she said.

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