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LOS ANGELES — In a return to her roots, contemporary sportswear designer Geren Lockhart, who launched her Geren Ford collection with camis and boyshorts in 2002, is launching a lingerie line for holiday.
This story first appeared in the June 8, 2009 issue of WWD. Subscribe Today.
The 11-piece silk collection, wholesaling for $34 to $116, echoes the vintage-inspired feel of her sportswear line in solid black, white and jewel tones. There are camis, slips, panties, tap pants and pajama pants. Details include ruffles, tucks, pleats, snaps and exposed zippers.
“My sportswear line first came about because nobody would wear my lingerie as intimates — they only wore it as ready-to-wear,” said Lockhart, who quickly branched into drawstring pants and silk tops and dresses.
The line now includes knits, jersey, denim and leather.
“Now that we have more of a story to tell, we feel that we can go back into that [lingerie] market,” she said. “It’s great to have an opportunity in an additional category. This falls between high-end luxury and the more practical stuff. Not a great deal of people are playing in that market.”
Lockhart described her aesthetic as “clothes that you want to pack in your bag when you go on vacation, the lingerie being an extension of that. I’m launching it now because the holiday season is a time when people are more indulgent and pausing to enjoy life.”
Lockhart declined to give a first-year sales projection for the intimates, but the line could generate wholesale sales of $1 million to $2 million, according to industry estimates. Deliveries begin in October. Lockhart said she is targeting lingerie departments in the same stores that sell her sportswear, including Barneys New York, Saks Fifth Avenue and Nordstrom.
Upcoming pre-spring and spring innerwear collections will consist of cotton, washed silk and silk-screened silk.