Designer Tamar Daniel has launched her first collection of body shirts bearing the Bradamant label.
Daniel, a former designer of knit tops for Topshop and Anthropologie, believes body shirts are an on-trend fashion item that have the practicality and functionality of a bodysuit. She knew body shirts had lots of “potential” as a key wardrobe item after conducting extensive consumer research, and later came up with several ideas that differentiate her designs from traditional bodysuits.
Design details include:
• A bottom opening that has been moved forward so it’s easier to reach and comfortable to wear while sitting.
• Hook-and-eye fasteners that replace clunky snaps for a flat look and ultrasecure closure.
• The derriere is generously cut to support the entire bottom, with strategic ruching to offer lift and shape without bunching, or visible panty lines.
• A gusset liner of 100 percent cotton lends a comfortable, streamlined feeling even when worn commando.
The capsule collection had a strong start since its launch on Bradamant.com on August 15, and Daniel is projecting first-year retail sales of $300,000 on the site alone.
The body shirts are rendered in luxury fabrications including washed silks, chambray, soft Italian jersey knits, and lambskin. The capsule line retails from $58 to $280. Daniel plans to add plus sizes and petites to the existing size range of XS to XL.
Here, a chat with Tamar Daniel.
WWD: Please describe the look of your first collection.
Tamar Daniel: The Bradamant collection of core pieces is sophisticated, intelligent and designed for women who dress for themselves. The looks are versatile and classic, but also include nods to current trends such as chambray and leather patches. I infuse my designs with authentic European influences as a result of my international upbringing. This first collection combines a unique mixture of masculine and feminine sensibilities along with the practicality that comes from being a working mother…I named the brand Bradamant after a maiden-warrior in 16th-century Europe…She embodies the unique mixture of masculine and feminine sensibilities.
WWD: Where did you grow up and study fashion design?
T.D.: My mother is a museum docent at the Victoria and Albert museum in London, and we spent a lot of time there when I was growing up. Additionally, my grandmother was a corset maker and she taught me how to sew. This mixture of art and fashion encouraged me to pursue a career as a designer.
I received a BA in fashion design from Shenkar College in Israel. In 2005, I was a finalist at the International Talent Support contest in Trieste, Italy. My graduating collection from Shenkar was also awarded the WGSN prize for tailoring. Upon graduation, I began designing knit tops for Topshop in London.
WWD: Why did you decide to launch your own brand?
T.D.: I had the idea of adding bodysuit bottoms to fashion tops, and saw a gap in the market for this hybrid item. I wanted to offer a focused fashion solution in a world of excess. Bradamant body shirts integrate seamlessly into a woman’s existing wardrobe, breathing new life into otherwise hard-to-pull-together outfits. I also believe that the tremendous success of Spanx has laid the groundwork for educating the next generation of women on how to use undergarments to complete their outfit. I see body shirts as the next such product in ready-to-wear.
WWD: Who is your target customer?
T.D.: I think of her as the mom-achiever. She’s 35 to 45, married or in a relationship. She’s a high-powered career woman who’s very driven, and contributes heavily to the household income. She may be the primary breadwinner following the recent recession. She’s also someone who values her alone time away from work and family. Bradamant caters to the woman who is put together and fashion forward, but has no time or patience for browsing.
WWD: Any other thoughts?
T.D.: For some reason body shirts are one of life’s little secrets. We look in wonder at women who manage to stay tucked in and polished all day. Body shirts are often their trick. I’m excited to be educating more people about this great option.