LIQUID DREAMS: Frederick’s of Hollywood says that the demand is so strong for liquid-filled bras that it is launching the Liquid Dream Collection.
Linda LoRe, chief executive officer of Frederick’s, said, “Since launching our H2O Water Bra in 1998, demand for liquid has skyrocketed. Customers are looking for a water wardrobe and want a variety of styles ranging from smooth to lace, balconette and full coverage. By bringing a new look and design as well as new styles to our product mix, we are fulfilling the overwhelming demand from our customers for the liquid.”
Following the initial launch of the H2O Water Bra, Frederick’s expanded styles to include an updated lace version, a tailored number and a silicon-filled style for extra cleavage.
According to LoRe, the Liquid Dream Collection “offers the best of the H2O Water Bras in sleeker designs, an array of spring colors and redesigned padding systems.”
She further noted that the new line features “five alternatives to costly plastic surgery without the commitment or risks.” Styles include The Liquid Lift, which is tailored and adds one full cup size; The Liquid Kiss, which gives maximum cleavage by adding silicone padding, thus pushing the bustline together for a “kissing cleavage,” and Lace Liquid Lift, an allover seamless bra.

NATORI JOINS JOHNNIE: Josie Natori, co-chairman of the Natori Co., has joined the Johnnie Walker Keep Walking Fund as a board member. In September, Natori will be one of 10 board members to award $500,000 to support creative ideas that have been submitted to
“The Keep Walking Fund seeks to inspire entrepreneurs through practical tools, resources and an opportunity to apply for grants totalling $500,000,” said Natori. “Keepwalking is administered through the home page, where individuals are invited to develop ‘idea plans’ in a personalized workplace and submit them for grant-funding consideration.”

INTIMATE BRANDS EXEC: Donna A. James has been elected a director of Intimate Brands Inc. and appointed a member of its audit committee.
Leslie H. Wexner, chairman and chief executive officer of Intimate Brands said James’s “exceptional organizational and leadership abilities will be a valuable asset as we continue to grow Intimate Brands.” Victoria’s Secret, Bath & Body Works and White Barn Candle Co. stores fall under the Intimate Brands umbrella.
James is executive vice president and chief administrative officer of Nationwide, a $115 billion insurance and financial services organization based in Columbus, Ohio.

BASF WEB SITE: A newly introduced Web site from BASF’s Textile Products Group promises to make business better for fabric mills, apparel manufacturers, retailers, commercial designers and other specialists who work with BASF yarns or the products made from them.
A comprehensive resource designed for easy information retrieval, is organized as three sites in one with separate tracks for apparel, upholstery and automotive products, as well as a section focusing on the company’s ISO-9002 and QS-9000 certified plant program, offering technical service support and manufacturing support.
Also available for the first time is a summary of apparel merchandising manager Tristine Berry’s intimate apparel and swimwear fabric trend report, which is updated throughout the year.

ELENA TAPS GOLDBERG: Ed Goldberg has been named vice president of sales at Elena Intimates, a unit of Universal Intimates LLC. He reports to Hank Spierer, owner of Universal Intimates.
Goldberg, a 35-year veteran of the intimate apparel industry, will be responsible for major accounts nationwide. He was formerly a major account executive at Bra-tique for 12 years.