There seems to be no end to the vast horizon ahead for seamless apparel. The offspring of the hosiery business, the booming seamless category started shifting gears in the past couple of years into other apparel categories, such as swimwear,...
There seems to be no end to the vast horizon ahead for seamless apparel. The offspring of the hosiery business, the booming seamless category started shifting gears in the past couple of years into other apparel categories, such as swimwear, ready-to-wear, children’s and men’s wear, and is increasingly appearing in the men’s and women’s activewear and athleticwear arena.
Consumers are becoming more aware of new generations of softer, multifunctional microfibers such as DuPont’s Tactel and Lycra spandex, Lycra Soft, Micromattique and CoolMax that have properties that range from wicking moisture away from the skin, providing shape retention that gently moves with the body and knit-in engineered control for problem areas.
But as executives at major textile and innerwear firms continue to feverishly work on research and development of new concepts in stretch fibers and fabric, they’re also slugging it out to acquire more Santoni-engineered knitting machines that can spin seam-free garments in a variety of shapes and forms. However, in order to be cost-effective and competitive in this field, the ongoing challenge for companies will be to have the ability to invest in such machinery. The average price of an Italian-made Santoni machine is more than $100,000. At least 200 such machines are required to sustain a strong seamless operation.
Displaying the prowess of the seamless classification at huge companies such as Sara Lee Intimate Apparel, the 12-month advertising budget for Body Revolution by Barely There, which is being photographed in its second year by Richard Avedon, is estimated around $20 million. A Sara Lee megabrand is expected to generate wholesale sales of at least $100 million the first couple of years.
Meanwhile, the fashion aspects of seamless garments have dramatically graduated beyond flat, tailored looks to a kaleidoscope of colors and prints. The idea over the past year has expanded into light and ultrasoft stretch laces of microfiber.
@beyonce chose a custom gown by @falgunishanepeacockindia for mother @mstinalawson 's second annual Wearable Art Gala last night. The gown, which took 10 days to make, was inspired by Nubian warrior queen Amanishakheto. Reporting by @hernameislex . #wwdeye 👑 🐝#beyonce
After dressing @justintimberlake for his Super Bowl halftime performance last month, @stellamccartney has designed the star’s "Man of the Woods" tour wardrobe. Timberlake will be wearing a mix of pieces from McCartney’s fall men's collection as well as custom designs and items from his own closet. #wwdfashion
@carmeloanthony is upping his fashion game once again, introducing a hat collection with @goorinbros. Called Fresh Greens by Melo x Goorin, the line consists of five unisex models, all of which are made in America from 100 percent wool. Each hat is lined with Anthony’s signature and the inscription “Knowledge of self, wisdom and understanding.” You can purchase the collection line at Goorin’s website as well as three off its stores in San Francisco, New York City and Las Vegas #wwdaccessories
“I am of tradition, but that doesn’t mean I have an old outlook on life,” Hubert de Givenchy told WWD in an interview in 1978. The legendary designer, who died last week at the age of 91, achieved wide success soon after launching his own couture boutique in the early ’50s, but he refused to pine for that time. For the first time since its original publication, read our interview with Givenchy on his awe for Audrey Hepburn and looking forward. Link in bio. #wwdarchives #fbf (📷: Pierre Schermann)
About last night: @alexachung and @supergausa toasted the launch of their capsule collection. “It’s the shape that I love, so rather than amend the last and make the sole crazy or do anything wild, we just did really subtle additions that I think make it look really luxe-y,” said Chung. #wwdfashion (📷: Marc Patrick)
Exclusive: @off____white’s @virgilabloh is launching an exclusive eyewear capsule collection @sunglasshut. The unisex collection, which is made up of three styles, first made its debut on the brand’s fall runway show in Paris. Get all the details on WWD.com – link in bio. #wwdnews #wwdfashion