Yummie Tummie by Heather Thomson no longer exists. The brand is now simply called Yummie. And Thomson, a former cast member on Bravo’s “Real Housewives of New York” series who founded the company in 2008, is no longer associated with the business.Instead, Eric Rothfeld, who funded the company and is the current chief executive officer, is handling the day-to-day business. Thomson filed a suit in 2015 to remove Rothfeld from the business, who has a 49 percent stake in the brand. According to Rothfeld, the litigation is ongoing.“When the company focused on the personality, there was much less focus on the product,” said Rothfeld. “There hadn’t been any rebranding for more than five years and we thought things were looking tired and old. We needed to build a new platform for ourselves.”Rothfeld is tweaking Yummie’s positioning in the market. He’s removed “Tummie” from the brand name to better reflect its offering, which isn’t always midsection related, and created a new tagline called “Yummie to the Core.” The brand is also getting back to its roots as a shapewear line for everyday use — the company started with a three-panel tank and expanded over the years to include activewear, loungewear and intimate apparel.“We are focusing on what we think is Yummie to the core and what makes Yummie special,” said Rothfeld. “There are too many players in active and lounge is too small of a category, from our perspective. And we stopped doing basic panties because there are so many out there.”According to Rothfeld, they are building out the shapewear, bralette and legging categories. The design team has made the shapewear 40 percent lighter by using a seamless fabric that still provides the same level of support. New styles include a high-waist thong and a high-waist skirt slip. For bralettes, they are increasing the range to accommodate more sizes and silhouettes that can appeal to a variety of customers. The company released a longline all over lace style and added lace details to its day bra. And they are doubling down on everyday, non-active leggings in different fabrications ranging from velvet to faux leather. Bodysuits are another point of interest. Rothfeld said these changes will not affect Yummie’s price points, which typically range from $18 for a thong to $98 for a pair of leggings.This re-brand also includes a new e-commerce site with a scale that lets customers easily identify a product’s compression level. Rothfeld said this re-brand has not changed Yummie’s distribution strategy and the line will continue to be sold in retailers including Bloomingdale’s, Nordstrom, Shopbop and Amazon.
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)
Breaking News: @hedislimane joins @celine as its new artistic, creative and image director. One of fashion’s preeminent image-makers and trendsetters, Slimane is to join the LVMH brand on Feb. 1 and unveil his first fashion proposition for men and women next September during Paris Fashion Week. It marks a major homecoming for Slimane, who cemented his reputation – and influenced men’s tailoring for more than a decade – as the designer of Dior Homme between 2000 and 2007. He went on to reinvent and ignite the house of Yves Saint Laurent, which he rechristened Saint Laurent, between 2012 and 2016 – all the while maintaining a close relationship with the Arnault family, which controls LVMH and Dior. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
“Personally I believe the Eighties have been the richest and more vivacious period for international fashion,” Giorgio Armani said when asked what his favorite decade of fashion is. It was a moment of disruption and experimentation and only thinking back to the first years of that decade is always an emotion for me, for what they have meant to me and my work.” The influence is clear in @giorgioarmani spring 2018 collection, pictured here, which was full of bright colors and unexpected prints. Read more about which decades designers loved most on WWD.com #wwdfashion #wwddecades (📷: @aitorrosasphoto)
For Lady Gaga’s only Italian show on her “Joanne World Tour,” the singer wore a range of @versace_official outfits. The standout piece: this custom-made bodysuit inspired by the brand’s spring 2018 collection. #wwdfashion (RG: @ladygaga)
@_camillaruth_ is expanding on the wellness-craze concept with @westbourne – a new NYC restaurant that’s both a healthy-minded café as well as a business that gives back to the community. Marcus works with the Robin Hood foundation to give back to The Door, a non-profit providing youth development services, and also hires employees through The Door. Read our full interview with Marcus on giving back through food on WWD.com. #wwdeye (📷: @lexieblacklock)