BOD STRIKES A POSE: Bod, a New York-based activewear company, is trying to up the fashion quota for yoga fans.
Designed by Pia Chong, a former strategic marketing and business planning executive, the collection is geared for those who practice yoga faithfully but want more than burlap pants to strike a pose in. A halter-neck top with raw-edge mesh trim, boy-leg shorts and bootleg pants are among the offerings in the 11-piece collection. Pants are designed not to slip when yoginis do handstands and all items are without tags to help prevent any abrasions. Wholesale prices range from $30 for a top to $50 for pants.
Chong is now using the business knowledge she gleaned from working at RadView Software, Quantum’s Advanced Products Group and Aladdin Systems. Aimed at well-educated, affluent women between the ages of 25 and 44, Bod is offered in shades such as chocolate brown, cobalt and red.
The collection ships to specialty stores next month. First-year projected wholesale volume is $1.5 million, with a 30 percent penetration rate of the targeted stores, Chong said.
NOT BY THE BOOK: Nike executives aren’t jamming up amazon.com to buy novelist Max Barry’s new book, "Jennifer Government," which describes a fictitious Nike guerrilla marketing campaign gone bad. The opening pages of the book highlight how the sneaker giant sets up a series of shootings at stores selling its new line of sneakers to ramp up some buzz about the brand.
A Nike spokesman said Tuesday, "Mr. Barry is certainly not the first and probably won’t be the last person to use Nike for the sake of publicity or satire. However, while we appreciate his suggestion for a future marketing campaign, having our own employees kill our customers is not in keeping with our brand objectives."
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews