Cosabella and Erin Fetherston have entered into a collaboration to create a bridal intimates collection for spring 2014.
This story first appeared in the July 10, 2013 issue of WWD. Subscribe Today.
The Erin Fetherston & Cosabella collection contains a full range of bridal underpinnings including unconstructed and underwire bras, coordinating undies, and flirty baby dolls that are reflective of Fetherston’s feminine and ethereal style. Fabrics include European laces, chiffons, satin bows, point d’esprit and Cosabella’s signature mesh.
Fetherston — a new bride and self-proclaimed fan of Cosabella lingerie — is the first designer to collaborate with the luxury Italian lingerie company in the bridal category.
“My designs and personal style have always been feminine and romantic, so it felt organic for me to translate that to lingerie. I’ve always adored the notion of the bridal trousseau, and I always thought intimates was a category that my aesthetic would translate well into,” said Fetherston.
Guido Campello, vice president of sales, branding and innovation at Cosabella, said the company “always had a place in the bridal market, but we’ve never truly explored our range.
“This collaboration with Erin will allow us to expand our reach by creating the luxurious fairy tale pieces that brides are demanding….It’s lingerie that caters to both her wedding day — and night,” said Campello.
He further noted that silhouettes in the collection will be rendered in basic styles for year-round selling.
“We know that bridal has become important at retail, but the bridal hybrid is still restricted in a woman’s life. So we designed the collection to stay on the selling floor as a basic line as well. Erin gave us some ideas, textures she wanted to use such as point d’esprit, and we can do fashion colors for different seasons,” explained Campello.
Suggested retail will be $20 to $240. Distribution is aimed at Cosabella stores in Miami, New York and Atlanta, as well as department stores and specialty boutiques worldwide such as La Rinascente in Milan, Galeries Lafayette in Paris and Shinsegae in Seoul.
A first-year wholesale sales projection was not available, but the combined bridal and basic collections could exceed $5 million the first full year, according to industry estimates.