WWD.com/fashion-news/ready-to-wear-sportswear/lyss-enters-rtw-arena-7618636/
government-trade
government-trade

Lyssé Enters RTW Arena

The fashion leggings and shapewear specialist's first collection will bow for fall 2014.

View Slideshow

Lyssé, the fashion leggings and shapewear specialist, is getting into the apparel arena with its first collection of ready-to-wear for fall 2014.

The collection combines the supple comfort of knits with custom performance fabrics, contemporary styling and a softly tailored fit that is designed to feel as comfortable as yogawear. The concept of the new line, which has pieces that can be mixed and matched, is to suit the lifestyle of a active woman who wants clothing that offers style and comfort in the workplace or out for a night on the town.

Styles in sizes XS to 3X will include dresses, pants, jackets, skirts and patent-pending BackBeautiful tops and dresses that are designed with a custom yogawear fabric sewn as lining inside soft Modal fabric. The BackBeautiful styles are created to help eliminate visible bra lines underneath a garment. Other fabrics include Lyssé’s signature stretch ponte, twill fabrics and a buttery-soft vegan leather that’s washable.

Juliana Prather, president of Lyssé, described the rtw as “an entire line of performance fashion that gives a comfortable, flattering look in knits without the need for shapewear.”

“We had an idea for rethinking how we were making tops and jackets, which we had been using as an accessory to our leggings,” said Prather. “We went with the idea of looks that were more body-hugging but that also had a softer silhouette in softer, exciting fabrics. So we began looking at the benefits of activewear. You can find these styles by [major] designers for $2,000 or more, but nobody was doing it at our level as affordable luxury.”

Suggested retail will be $60 to $188. Colors will include jewel tones, neutrals and black and white.

The first BackBeautiful dress will make its debut June 1 in department and specialty stores and e-commerce sites.

“I think the fun in wearing the BackBeautiful styles is being able to wear really soft fabrics with any underwear you want, and it won’t show,” said Prather.

Founded in late 2009, Lyssé is sold in more than 2,000 better specialty retailers in North America, Australia and Europe, in addition to department stores such as Bloomingdale’s, Macy’s Inc., Nordstrom Inc. and Dillards Inc. In 2012, Lyssé partnered with Indianapolis-based E&A Cos.

View Slideshow