For the first time Cosabella is venturing across the pond for its latest collaboration.
“We had reached a point where we had done so much on this side of the Atlantic, but with our growth in Europe we wanted to find an awesome brand to partner with,” said Guido Campello, chief executive officer of Cosabella. “They are a complete lifestyle brand and being that it’s a French brand we thought lingerie would be a part of that lifestyle.”
Paul & Joe sells men’s and women’s apparel along with eyewear, handbags and beauty products. The brand’s founder, Sophie Mechaly, was a fan of Cosabella prior to the partnership and told WWD that she’s wanted to introduce Paul & Joe lingerie for a while.
“I always want to expand what Paul & Joe has to offer, however, the design of lingerie is not part of my field of experience,” said Mechaly. “This is why I decided to partner with Cosabella. Their universe is not so far away from Paul & Joe’s.”
The collection features bras, underwear, pajamas, rompers, robes and chemises made from pima cotton, lightweight mesh and a slinky microfiber. The pieces, which will retail from $20 to $240, are covered in prints from Paul & Joe’s ready-to-wear collection. In celebration of Paul & Joe’s 20th anniversary next year, Cosabella created a limited-edition floral and butterfly print.
“Lingerie has color variety, but it has become more stale on the fashion side,” said Campello. “These prints will really stand out on the store floors.”
The line will launch in January and be sold at Cosabella’s New York City store and e-commerce site, in addition to specialty boutiques and luxury department stores. Campello said the line, which will have four deliveries throughout the year, will also include maternity bras, a growing category for Cosabella, along with a packaged bottom program for summer.
According to Campello, now the brand is focused on more international expansion — it’s currently sold internationally in stores including Printemps, Galeries Lafayette, David Jones and Isetan — and he hopes to achieve that with more global strategic partnerships.
“We are looking to other countries where we see growth and using branded partnerships as a way to establish ourselves further in these markets,” said Campello. “Paul & Joe also has a big Asian following, so we really see this as a significant global push.”