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.
@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