WOLFORD GOES STARCKNAKED
PARIS — Industrial designer Philippe Starck is making his first foray into fashion with an all-in-one garment for Wolford that combines sheers and a tube dress.
Called Starcknaked, the product is being billed by Wolford, as “today’s answer to the little black dress.” It can, in fact, be worn as either a long or short skirt, and a long or short tube dress — with or without straps. Dress straps are made of braided cord and cylindrical clips.
Starcknaked will be available at retail this fall.
As part of its plan to increase brand awareness, create excitement in stores and attract new customers, Wolford, the Bregenz, Austria-based luxury hosiery, bodywear and swimwear maker, periodically uses artists and nonapparel designers to create products.
Last fall, the company collaborated with Kuntshaus Bregenz, a contemporary art museum in its native city, to develop limited edition customized sheers. Four Austrian artists — Peter Kogler, Karl-Heinz Strohle, Heimo Zobering and Edelbert Kob — each designed a pair of patterned sheers. Their creations retailed for $55 in 250 stores.
Starck is widely known for his collaborations with hotelier Ian Schrager. The duo teamed up to work on the Paramount and the Royalton hotels in New York, the Delano in Miami Beach, the Mondrian in Los Angeles and The Metro in London.
Starcknaked is an 80 denier opaque item. The lightweight style comes in black, gray, coffee and eggplant and is available in three sizes — extra-small, small and medium. Starcknaked is expected to wholesale for $150. Wolford executives declined to offer a sales projection.
Starcknaked will be launched Sept. 1 in Wolford boutiques worldwide and a select number of the company’s in-store shops in department stores. It will also be available through 300 doors.
This is not be Wolford’s first move into apparel. Last month, the company announced plans to sell a four-piece merino wool sportswear collection in hosiery departments and its boutiques beginning this fall.
Outdoor and print advertising is planned for Starcknaked, but the details have not been completed.