WWD.com/globe-news/intimates-activewear/daisy-fuentes-gets-intimate-7399077/
government-trade
government-trade

Daisy Fuentes in Talks to Relaunch Intimates at Kohl’s

The television host is getting back into lingerie after a four-year hiatus.

Daisy Fuentes is getting back into lingerie.

This story first appeared in the January 29, 2014 issue of WWD.  Subscribe Today.

After a four-year hiatus from the intimates business at Kohl’s — where the sultry host of Telemundo’s “La Voz,” the Spanish version of NBC’s “The Voice,” has been a fashion brand partner since 2004 — Fuentes says she’s in talks with the company to relaunch a lingerie collection bearing her name.

Officials at Kohl’s Corp. could not be reached at press time. Fuentes said negotiations are expected to continue through next week. While details of the discussion were not available, Fuentes said her talking points for the lingerie initiative could include exclusive styles for Kohl’s, as well as product sold in other channels of distribution.

“I think to refresh everything starting with intimate apparel is a great way to celebrate my 10-year partnership with Kohl’s,” commented Fuentes. “I don’t have intimate apparel with Kohl’s right now, but I’m looking to hang on to what works and to make this a stronger category.…Ideally, I would love to keep everything in-house at Kohl’s. It just makes sense.…We work on a handshake. Ten years ago, I was their first fashion brand and Kohl’s was also a very young company. We’ve grown together.”

The lingerie line of bras and undies will include “lots of push-up bras, a very basic T-shirt plunge bra and a lace-over-lace balconette bra.” There will also be a printed leopard lace treatment and a cleavage-enhancing bra in a chevron print. Average-size product will kick off the collection, followed by petite and plus sizes. Retail prices have not been finalized, but Fuentes stressed pricing will be “very affordable.”

“I don’t want a woman to have to choose between a mortgage and a handbag [or a bra],” she stated.

As for Fuentes’ consumer base, she noted, “She’s a woman who knows fashion and loves style, likes to mix and match, but doesn’t like complicated fashion because she’s very busy. I like to translate the trends for them and help them look fashionable and modern.

“As you refresh your wardrobe, you refresh you bras and panties. I feel a lot of us are not paying attention to the intimate apparel we wear under our clothes. What you wear underneath makes you feel very feminine or sloppy — there’s never a reason for a woman to look sloppy,” said Fuentes.