NEW YORK — Maidenform Inc., which has produced a licensed line of Oscar de la Renta foundations since 1986, will introduce a secondary, less expensive line under the designer’s name at the August innerwear market next week.
Called Oscar by Oscar de la Renta, the new line will be aimed at younger, more contemporary consumers, and will feature blends of cotton knit and Lycra spandex and of nylon and Lycra. Styles will include underwire push-up bras, bikini panties and men’s wear-inspired briefs and bodysuits.
Wholesale prices for bras will start at $11.96 and go to $12.88; panties will wholesale from $8.28 to $8.74. A bodysuit style will be $22.08.
Maidenform’s established line of the designer’s stretch satin and lace bras and panties wholesales from $11.50 to $17.48 for bras and from $7.36 to $11.96 for panties.
First-year sales projection for the secondary line is $2 million, said Carmine Porcelli, director of licensing at Oscar de la Renta Ltd. Porcelli said annual volume for the established Oscar de la Renta line of foundations is $9 million.
Porcelli described the concept of the new line as “young, modern, yet sophisticated.”
Colors will include solid cream linen, brown, pink, and smoky gray and blue. There also will be a floral print.
“The original thought was to expand the existing collection,” said Porcelli, “but we thought there could be only so much growth in one area. So we decided to do a separate collection.”
He noted distribution will be aimed at existing retail accounts, and major department and specialty stores that do not carry Oscar de la Renta foundations. The licensed foundations will be distributed internationally.
Jill Furst, director of merchandising for Maidenform, will merchandise the two licensed lines of foundations by de la Renta.

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