Le Mystère and style expert Charla Krupp have partnered to create a guide for the “Ultimate Bra Wardrobe.”
The collaboration includes in-store events with Krupp, who has done bra makeovers on TV shows including the “Today” show and “Oprah,” as well as 1,300 bra-fit tip videos that will feature Krupp and models wearing Le Mystère bras. The video will run on lingerie floors at national retailers as well as specialty boutiques and e-commerce sites in October. The first video for the brand was launched on lemystere.com and charlakrupp.com Monday.
The venture was sparked by Krupp’s mention of Le Mystère bras as “Brilliant Buys” in her two bestselling books, “How to Never Look Fat Again” and “How Not to Look Old,” said Jessica Pfister, New York director for Le Mystère.
“We started speaking to Charla about the opportunity of teaming up together. Her ideas of what’s necessary for a woman’s wardrobe are so on target for the everyday women,” explained Pfister.
Three events will kick off the co-marketing partnership: Free bra fittings at three Le Mystère booths at the FabOver50 blog event Oct. 1 and 2 at the Metropolitan Pavilion in New York; a Pink Day event in honor of Breast Cancer Awareness Month at the Bloomingdale’s flagship Oct. 20, and an in-store promotion Oct. 22 at Nordstrom in White Plains, N.Y.
Pfister said hang tags displaying Krupp’s “Thinner by Dinner” tips are being developed for the in-store events. Tips include “Be picky about what you wear under there. With clothes so clingy, choose a seamless, smooth contour bra to prevent show-through, even under tight Ts,” and “Your breasts should sit mid-way between your shoulder and elbow. Get out the tape measure.”
Krupp, a self-described “shapewear and bra aficionado” will give style advice Saturday at the FabOver50 event with Le Mystère bra fitters, and she will do book signings at the Bloomingdale’s and Nordstrom venues.
“I’ve been doing ‘Today’ and ‘Oprah’ segments for 10 years but I’ve never done a single video that was instructive. It was a little daunting,” said Krupp. “In each of my books I did an entire analysis of shapewear and bras and realized that three out of nine bras were by Le Mystère. Oprah loved the bra by Le Mystère and that’s been my bra forever.”
Asked what she considers the biggest mistake women make when buying a bra, Krupp replied, “Always buying the same bra size.”
“Women usually go through seven bra sizes in a lifetime. The mistake I always find is classic: We all need to go up in cup size and down in band size….The consumer assumes she is the same bra size, runs into a store, doesn’t have time for a bra fitting, and walks out. As we age, breasts get bigger, longer and saggier. It makes women look fatter…But for some reason, there is a fear of upping a cup size,” said Krupp.
She added that a majority of women still do not understand the figure-enhancing benefits of proper-fitting undergarments.
“I always say, if you want to look slimmer in a second, buy a new bra. A lot of TV shows I do makeovers for don’t want to pay for a bra — it’s only $60. You can’t spend big money on clothes and wear a cheap bra,” she said.