LONDON — Wonderbra has tapped British designer Jenny Packham to inject some glamour into the brand.
Packham, who has dressed Sarah Jessica Parker, Beyoncé Knowles and Halle Berry, has collaborated with Wonderbra to create a capsule range of bra and panty sets with matching dresses.
The collection, Wonderstar, is due to make its debut across the U.K. in April at select retailers, including House of Fraser, and online lingerie store Figleaves.com. Wonderbra describes the line as an elite capsule collection and hopes it will add a higher-end, more fashion-forward edge to the brand's image.
"It's a premium launch, moving Wonderbra away from the mainstream," said Tracy Hayward, marketing manager at Wonderbra.
The collection is made of silk and other high-quality fabrics, and will be priced at about double regular Wonderbra lines. Panties are $49, bras are $78 and the matching dresses go for $390. Average Wonderbra prices are about $39 for a bra and $19 for panties.
"Wonderbra is very iconic to me in the story of bosoms," quipped Packham. "They have a very subtle sense of humor in their branding, which I like."
The collection consists of four looks: Diamonds Forever, Flower Power, Jungle Fever and Wonder Geisha. Each represents a Hollywood icon: Marilyn Monroe, Brigitte Bardot, Elizabeth Taylor and Sophia Loren, respectively.
"We wanted to turn each one into a personality," said Packham, who also adapted the cut of each coordinating dress to accentuate the cut of the bra.
For example, Flower Power, inspired by Bardot, includes a balconette bra. The bra is highlighted by the square neckline of the dress.
Hayward said the idea of linking the outer garment with the innerwear ties in with a theme already in the brand's existing marketing strategy.
"It's nice because you get just a little glimpse on occasions," said Packham, "so the bra becomes part of the whole garment."
The collaboration is a first for Wonderbra, and the company is trying to keep volume low at first.
"We've had a really positive response to both the collection and the concept," Hayward said. "It's something we would definitely like to repeat in future. It puts us back on the fashion map."
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