EVEDEN LAUNCHES FAUVE: Eveden Ltd., based in the U.K., is introducing a premium bra line extension called Fauve to its full-busted collection by Fantasie. The line will replace the long-established licensed label Rigby & Peller.
The international launch is slated for fall-winter, with a capsule collection of three “dramatic” fashion bra and coordinating panty sets that will be available in cup sizes C through H, said Tracey Lewis, managing director of Eveden.
“Fauve fills a gap in the marketplace for a premium label that offers a wide range for fuller-busted women,” said Lewis.
Three styles include Amelie, a full-cup bra that goes up to an H cup and offers a rounded, natural shape, as well as stretch lace for easy fit; Anya, a seductive, sheer group with Italian embroidery available in a padded plunge style in up to an E cup, and a full cup to a GG, and Amendine, a two-tone lace group available to an F cup and a balcony bra to a G cup.
Named after the modern art movement of Fauvism that used bold expressions of color, Fauve will include foundations in fuchsia, bronze, mink and java. Each item will feature embroideries, lace, keyhole treatments, drop crystals, bows and other special effects.
“Our brands cater to women with very specific lingerie needs, but who also do not want to sacrifice style at any cost,” said Jim West, Eveden’s U.S. product manager.
The brand’s tag line will be “Become someone new. Just for a while.” A marketing campaign is being completed.