Soma is trying out QVC.The intimate apparel company, which was founded in 2004, will sell pieces from its Vanishing collection on Saturday, May 5 during the “AM Style” broadcast that begins at 7 A.M. EST. The collection will also be available on QVC.com and QVC apps.“As a multiplatform retailer, QVC has tremendous reach across broadcast, social, digital and live-streaming channels, which allows us to connect and engage with their millions of shoppers,” said Soma president Mary Van Praag, who joined Soma from Perricone MD last year. “We are acting on this new opportunity to expand our reach through alternative distribution channels, drive new customer acquisition and increase brand awareness and consideration. We want to introduce Soma to women looking for high quality solutions in intimate apparel wherever she shops. This relationship is a strong match for Soma with potential long-term growth.”Soma has tapped Jene Luciani, lifestyle expert and author of “The Bra Book,” to serve as its on-air guest. She will be expounding on the Vanishing back full coverage bra, that comes in 37 sizes and retails for $56, along with the vanishing edge panty that retails for $17.Innerwear has always been an important category for television shopping networks, but more and more brands are looking to them as a distribution channel. Earlier this year Delta Galil decided to relaunch Nearly Nudes, a shapewear brand it acquired in 2010, on the Home Shopping Network. Nearly Nudes previously had distribution at retailers including Macy’s and Nordstrom.This is one of the many changes van Praag has made since joining Soma. Late last year Soma redesigned its Polaris Fashion Place store in Columbus, Ohio, to be more sophisticated and feminine. The team has increased the size of the fitting rooms, installed iPads to help customers locate inventory, whether online or in store, and set up an appointment for a bra fitting. There’s also new fit library installation where the customer is able to interact with Soma’s proprietary bra technology.Next Soma will debut a new bra collection that van Praag said is unlike anything they offer currently.
"'Dynasty' is all about gowns, the diamonds and the scandal, so it's a bit like the fashion industry. When we come to Cannes it's all about the red carpet dresses too, so it all fit really well," said designer @philippplein78 on the theme of his high-glamour resort 2019 show at his mansion in Cannes. #wwdfashion #cannes (📷: @zefashioninsider)
"I think Spike is such a brilliant director because he holds up a mirror to society and reflects these issues, yet he doesn't shove it down your throat, he doesn't tell you what to think," says @lauraharrier on her latest film @Blackkklansman. Harrier was at the Cannes Film Festival – for the very first time – with @officialspikelee. #wwdeye #cannes (📷: @zefashioninsider)
“I would think to myself, Are you happy? Yes, I’m wildly happy. I go to this studio every day and, in my inside voices, I’m giggling; I’m singing. Yes, it’s a lot of work, it’s a [huge] volume of material. It wouldn’t be for everybody. But I was very happy,” said soap opera star @therealsusanlucci of checking in throughout the years with her career trajectory. Lucci spoke to WWD about her decades-long career, love for pilates, motherhood and her QVC activewear line. Read Bridget Foley’s full piece on Lucci on WWD.com #wwdfashion (📷: @celestesloman)
@balmain has taken a stand at the #cannes Film Festival, dressing 16 actresses at a press call for the project “Noire N’est Pas Mon Metier,” or “Black Is Not My Profession.” The multimedia project includes a book, photo exhibit and documentary, which aims to expose discrimination in the French and American entertainment industries. “The moment I was asked to participate, I knew it was right for me, and for this brand, to form a part of this moment,” Balmain creative director @olivier_rousteing told WWD. #wwdnews #wwdfashion
"I always feel curious and I feel like there's more to learn. But I think being relevant, feeling relevant, I personally always feel that there's just so much more to know. And maybe that's the key.” — @themarcjacobs #wwdsummits #wwdbeauty (📷: @patrickmacleodphoto )
“The most amazing thing about her is that, regardless of all the things that have happened to her, her spirit is so undaunted by all of it. She is the most cheerful person you will ever meet. She doesn’t see problems, she only sees solutions,” said @ajanaomi_king of activist Ifrah Ahmed, who she plays in a new film “A Girl from Mogadishu.” WWD caught up with King at Cannes — Head to WWD.com to read more about her new role, personal style and how she uses social media for causes like Time’s Up and Black Lives Matter #wwdeye
WWD asked a number designers to share their thoughts on what Meghan Markle’s wedding gown will look like this Saturday. Here, Valentino’s Pierpaolo Piccioli sketches his look. #wwdfashion #royalwedding #meghanmarkle