The Pussycat Dolls have a hot new act — a lingerie line.
This story first appeared in the December 3, 2008 issue of WWD. Subscribe Today.
It’s the Pussycat Dolls’ first fashion collection of any kind, but the group is expected to jump into additional fashion categories.
The collection, Pussycat Dolls…Shhh by Robin Antin, will be sold at 55 Bebe stores and online at bebe.com, as well as at Fred Segal in Los Angeles and the La Sensa lingerie chain in Canada and the U.K. Merchandise will be in stores around the end of this week, executives said.
“I designed this line specifically for women to feel empowered, strong, feminine, sexy and a little naughty if they’re feeling it,” said Robin Antin, the Pussycat Dolls’ creator, music video director and choreographer, who is designing the lingerie. “I really went back to our roots, to our costumes from our original shows.”
Inspiration for the line also came from pin-up girls, music, and sailor-girl styles. “The words for me on this collection are flirtatious, fashion and fun,” she said. “It’s so comfortable and it doesn’t bulk up under your clothes. The fabrics lay beautifully on a woman’s skin.”
Greg Scott, Bebe’s chief executive officer, said: “The Pussycat Dolls are known globally for their bold lyrics and chic style that personifies a sexy, self-assured and independent spirit. With the introduction of Pussycat Dolls…Shhh, Robin Antin has created a lingerie collection that is unique and totally in sync with what Bebe is all about, capturing a feminine and sensual mystique that is also a little edgy.”
At Bebe, the line will be merchandised on specially designed fixtures — chocolate or clear maple finish. A few stores will show merchandise in specially designated bays.
Nautical looks, animal print, rock-’n’-roll styles and frills, as well as boyshorts and micromini cuts, and delicate tops and bottoms are featured. Items include camis, balconette bras, corsets and thongs, with prices ranging from $22 to $98. The collection is being manufactured by Los Angeles-based White Laundry.
The Pussycat line sets the stage for a battle in the lingerie market. Victoria’s Secret dominates, but the competition is intensifying with Frederick’s of Hollywood a formidable competitor, and several new players recently, including two less edgy labels, Gilly Hicks by Abercrombie & Fitch, and aerie by American Eagle Outfitters. The Pussycat Dolls is a growing enterprise, with Pussycat Dolls Lounges in Las Vegas and Los Angeles.