By  on March 19, 2013

Hanes Hosiery will be launching its first holistic line of legwear, called Hanes Silk Reflections Pure Bliss, this fall.

The collection of sheer hosiery and opaque tights of nylon and Lycra spandex features breakthrough technology that micro-massages legs with new “bidirectional graduated compression,” said Cathleen Moxham, head designer of Hanes legwear at Hanesbrands Inc.

“First and foremost it’s the yarn, a premium construction that uses Invista’s new 901C technology that enhances soft stretch and recovery which is combined with innovative knitting technology,” said Moxham. She noted that the legwear is also rendered with a proprietary “ultratouch lotion” that creates a smooth and tactile finish.

“This new collection fuses beauty with wellness. It will be our biggest launch in 15 years,” said Angela Hawkins, general manager of hosiery brands including Hanes and L’eggs at Hanesbrands Inc.

“There are a couple of macro trends we’ve been following, such as a continuing trend of wellness. A lot of brands and consumers today are focused on products that are really good for women. There’s also a new generation of consumers who are embracing legwear, wearing it as an accessory. We found an opportunity to introduce this new generation to updated support hosiery.…This new line is giving her a similar benefit but in a very modern, contemporary way,” explained Hawkins.

Pure Bliss Luxe Sheer hosiery styles have a lightweight, 10-denier appearance and a panty silhouette that smooths the figure. Colors include brown, two nude tones and two shades of black. The Pure Bliss Opaque group has a denser 70-denier look with total leg coverage that sculpts and tones the legs. Colors are mocha and black.

Distribution is aimed at major department stores nationwide. All legwear styles will retail for $13.

Hawkins said an online and print advertising campaign is being “considered.”

“We’ll be developing a special marketing strategy within the next few months,” said Hawkins.

In the meantime, a Pure Bliss media event will kick off today Wednesday at the Oasis Day Spa in Manhattan, where more than 50 editors from fashion magazines and news organizations are expected to attend. The event will be copresented by Moxham and Sadie Nardini, a fitness and yoga expert who is the host of a daily yoga and lifestyle hour, “Rock Your Yoga,” on Veria Living TV, the 24/7 national wellness channel.

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