By  on August 8, 2005

NEW YORK — "I wanted it to be sexy, but in our own way, not in-your-face kind of sexy," said Vera Wang of her first intimate apparel collection.

Wang, whose Vera Wang Lingerie is produced under license by The Komar Co., said the daywear, undies, sleepwear and at-homewear reflect her personal lifestyle.

"It really is all about layering," the designer said. "For me, it's a reflection of fashion and lifestyle. I find myself with house guests hanging out in robes and little pieces, not jeans."

Pointing to separates worn by a model, Wang said, "I would run around with that crinkle silk chiffon robe and white batiste pants and cami."

Wang's lingerie collection for spring-summer 2006 was unveiled at an informal fashion show at the National Academy of Design here last week. The neoclassical setting was a fitting backdrop for Wang's intimates, a number of which were Grecian-looking yet had a modern twist rendered in the same colors, fabrics and dressmaker details as many of her bridal and ready-to-wear designs.

"We do a lot of retro detailing in ready-to-wear, like fagoting and ribbons," Wang said. "It's something we've done very well with for 15 years."

Wang noted that she plans to wear many of the lingerie items while lounging at home, and said, "I feel it's a very lovely way of entertaining, and it's a different way of putting separates together. For me, a robe is a key piece that fastens you up, gives you a certain attitude, and looks modern and easy. I love using color for spring, like navy and white, not the typical boudoir colors like pink and green."

Colors in the collection include ginger, wisteria, plum, green tea, vanilla, iris, khaki and black. In addition to crinkle silk chiffon, fabrics include silk charmeuse and silk habutai, washed silk, nylon and polyester georgette. Wholesale prices range from $24 for short pajama bottoms to $97 for long nighties and $155 for short robes. Prices were not available for long robes.

The launch of Wang's lingerie will be supported by a two-month advertising budget of $1 million, said Charles Komar, president and chief executive officer of the Komar firm. The national print ad campaign will appear in six magazines: Vogue, W, Elle, Vanity Fair, In Style Bridal and Martha Stewart Weddings. Advertising and marketing are being handled by Moses Media and Atelier Creative Services."Unlike other licenses, Vera has literally worked hundreds of hours to make sure the product is perfect," said Komar, noting that the company has invested in a separate design and sourcing team for the designer line, which will be produced in Hong Kong.

The collection will also feature a line of body-toned daywear items in six cosmetic shades called Body Veils. The items will be packaged in a resealable envelope, the back of which will be accented in one of the six colors so consumers can match their skin tones to the product.

The daywear will be merchandised as a hanging program on customized fixtures. A point-of-sale promotion will feature a video that will be displayed in innerwear departments, as well as an interactive mirror with a motion-sensitive video that highlights Wang's products.

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