Business Models Two supermodels plan to spread lingerie joy around the world: Gisele Bündchen and Bar Refaeli.
Bündchen, a former Victoria’s Secret Angel who gleaned inspiration from the VS catwalk, plans to turn her namesake lingerie collection into a global brand. Launched last May, Bündchen’s line is carried in Latin America, Portugal, Japan, Israel and at Gbintimates.com.br. Prices range from $20 for panties to $160 for a camisole or corset. Her inspiration for the summer collection includes burlesque looks of Fifties cabaret dancers with lots of garters, lace, ribbons and ruffles, and a Leo group of leopard-print microfiber with black lace.
Refaeli, who has modeled little nothings for French bra brand Passionata, will launch her first online lingerie venture at Under.me in the U.K. around Valentine’s Day. It features classic underwear for men and women.
Refaeli said she based her line on what “I like and find cute. The Under.me philosophy is that underwear should complement your body, not steal the show. It was appealing to me to do a line of underwear from the fabric I like with the basic, comfy design I always look for, as well as underwear that can actually be delivered to your door.”
Prices will be $7.50 to $12.50 for panties, and $12 to $25 for tops.
First-year wholesale sales projections were not available for either line, but each brand could generate revenues of more than $25 million the first full year, according to industry estimates.
Glam Gams Charnos, the British hosiery specialist, is making use of some icons of glamour in a collection created to mark its 75th anniversary.
The firm, established in 1936, has launched a collection of styles — and package illustrations — inspired by six stars, from Betty Grable and Katharine Hepburn to Jackie Kennedy and Brigitte Bardot.
The line includes the Ava, sheer hold-up stockings with a floral seam along the leg inspired by Ava Gardner; the Brigitte, sheer tights with tiny black polka dots in the style of the French Sixties siren, and the Marilyn, sexy sheer stockings with a diamanté velour bow at the ankle inspired by Marilyn Monroe’s steamy role in “Diamonds Are a Girl’s Best Friend.” The anniversary collection is available — mainly in the U.K. — through next summer and retails from 14 to 20 pounds, or $22 to $31.
This isn’t the first time the Derbyshire-based label has created legwear inspired by vintage celebs. In 2004, Charnos collaborated with Jerry Hall on a collection called Retail Therapy, while in the Eighties, the brand did a glam collection with Bruce Oldfield. The company worked with the late Ossie Clark in the Seventies on a quirky collection that featured ladder motifs on tights — something of an irony, as Charnos made its name in the U.K. in the early Sixties as one of the first firms to create run-resistant stockings. — Nina Jones
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