NEW YORK — Reebok wants to give its customers some extra support.
So, it’s launching a technical innerwear line called Performance Foundations. The 10-piece collection is made of Play Dry, the brand’s moisture management fabrics, and has such finishing touches as molded cups, sweetheart necklines, mesh backs, keyhole details and piping.
Nancy Chew, product manager for women’s apparel, described how the company had not addressed the category prior to this. "We tend to overanalyze things," she said. "Sometimes, what’s missing is the most obvious thing."
Sports bras, boy shorts, tanks, bikini briefs, thongs and pants are among the offerings. Reebok’s certified "master trainers," who teach in various health clubs across the country, and pro athletes helped wear-test the brand. The trainers singled out the thong as their favorite item, Chew said.
In December, The Sports Authority will have Perormance Foundations exclusively in 25 stores. In a serious switch for an athletic brand, Reebok plans to host trunk shows at select locations to clue customers in to the collection’s special features. It will roll out to other stores nationwide in January.
Wholesale prices range from about $19 for a sports bra to $25 for a three-quarter-length T-shirt. The collection is an extension of the brand’s "fit system," items that are offered with various inseams, such as pants. Chew noted how many retailers, like Ann Taylor and Talbots, have petite sections in their stores, and how 40 percent of American women wear petite sizes.
Reebok aims to pitch activewear in a similarly size-conscious fashion.
"Women don’t have to compromise," Chew said. "When we looked at the options that were already out there, there were these orthopedic looking things that made you look like you had a ‘unaboob.’ We wanted to balance form and function. It’s technically driven — not just frilly."
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast