By  on August 13, 2007

More than 250 retailers and industry executives turned out for the launch of Josie foundations at a cocktail party Tuesday at the Peter White Studio in Manhattan.

The collection of bras and coordinating undies of cross-dyed laces, printed laces and seamless microfiber for spring was presented in a modernistic setting on white mannequins in the white-on-white studio overlooking the Hudson River. But what made the collection different and fresh was the way the items were merchandised with at-homewear and active-inspired pieces.

The layering pieces include a variety of tunics, tanks, camis, boxers, pull-on pants and baby dolls that double as sundresses. Fabrics include cotton knits, jerseys, organic cotton and soft bamboo blends. The color story ranges from neutral pales to bold brights and a mélange of prints with laces that have a trompe l'oeil effect.

Bras by Josie will retail from $56 to $64, while matching panties will sell for $18 to $34.

"It makes an entire inside-out statement, all of the items that can be layered and merchandised together," said Josie Natori, chief executive officer of the Natori Company. She attended the party with her son, Ken, who was named vice president of finance in April.

"The idea was to create a complete lifestyle statement, and retail reaction has been very strong to the idea," she said.

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