Gwen Stefani just can’t stop collaborating.
This story first appeared in the February 21, 2014 issue of WWD. Subscribe Today.
In the latest in a string of deals, Stefani and her fashion label L.A.M.B. have entered into a collaboration with lingerie and thong specialist Hanky Panky. A fan of Hanky Panky thongs, Stefani and her team reached out to Hanky Panky owners Lida Orzeck and Gayle Epstein about doing a joint collection of intimates bearing the L.A.M.B. x Hanky Panky name.
The exclusive, music-inspired collection will launch worldwide at major department and specialty stores as well as on hankypanky.com in July.
“Hanky Panky makes amazing product, and combined with some classic L.A.M.B. prints and designs, we’ve come up with my dream collection,” said Stefani.
The line, which has been designed and created by the L.A.M.B. team in conjunction with Hanky Panky’s New York-based studio, includes four groups based on Hanky Panky’s best-selling styles:
• Geo, an edgy, vintage-inspired print in pink, rose, beige and black. The group includes a number of Hanky Panky’s most popular styles, such as a soft bra, a boyshort, a cami and barely there thongs, but features L.A.M.B’s embellishments of lace and black accents. There’s also a sexy, fitted teddy.
• Old School, Old English Jersey, a group inspired by California’s super-stylish Chola Girls that features L.A.M.B.’s signature typographic print with the words, “Love, Angel, Music, Baby” printed on soft Modal jersey trimmed in black and embellished with hot pink rosettes. Styles include a bralette, a hipster, a scoop-neck tank and thongs.
• Lambie Camo is rendered in camouflage printed lace in florescent shades of pink, gray, white and neon yellow. Styles include a bralette, a hip-cropped cami and retro-looking thong, boyshorts, G-strings and a variety of top-selling thongs.
• Rasta Jersey & Rob channels Stefani’s rocker roots. The group features red, gold and green stitching details contrasted against black Modal knits. Trimmed in black lace, bright gold hardware and a L.A.M.B. signature nailhead “L,” this group of casual selections can be worn as undergarments or as statement pieces.
Suggested retail will be $23 for a printed G-string to $86 for a chemise.
Epstein, cofounder and creative director of Hanky Panky, said the collaboration made sense because “both companies were founded on vintage references and embody empowerment and femininity.”
A wholesale sales projection was not available, but sales of the capsule line could exceed $3 million the first season, according to industry estimates.