LONDON — Three British mainstream retailers are launching distinct styles for their debut lingerie collections.
George at Asda is flirting with the burlesque, introducing lacy corsets and suspenders, while Oasis is innocently girly, all floral prints and cotton-candy stripes. Reiss offers a sumptuous selection that is sophisticated and sexy at slightly higher prices.
“We were inspired by vintage clothing and lingerie from the Forties and Fifties, with soft Seventies styling,” said a spokeswoman for the Reiss collection, which bowed in February at 16 of Reiss’ 27 stores in the U.K.
The brand has no use for gimmicky motifs or inexpensive fabrics. Instead, the line features silk chiffon, stretch mesh and soft-hand jersey in coral, aqua and violet.
“Our plain jersey lingerie pieces are flying out at the moment, and we expect the silk story to do the same,” said the Reiss spokeswoman.
Designed by an in-house creative team, panties by Reiss feature key-hole cutouts and self-tying bows, while triangle-shape bras are merchandised with coordinating hipster shorts and thongs.
Prints, which are applied to unconstructed bras with fagoting details and matching panties, are either whimsical-looking or feature zig-zag treatments. All styles are available in matching spaghetti-strap camisoles, and all bra straps are adjustable to suit various necklines. The stretch-mesh designs feature dotted prints in black and flesh-tone shades in four styles: a thong, a hipster panty, a triangle bra and a camisole.
Prices will range from $14 to $58 for panties, bras will go for $32 to $70 and camisoles will be listed at $36 to $86. Reiss officials expect first-year sales to reach $900,000. (All dollar figures are converted from the British pound at the current exchange rate.)
Odille by Oasis launches this month with a colorful collection of camisoles, chemises, palazzo pants and kimonos in playful prints and silhouettes. The collection was created by Janie Schaffer, who worked on the design concept of The Wolseley restaurant and The Blue Bar at London’s Berkeley Hotel.
“When sourcing inspiration for this range, I wanted to create a definite character, someone who is fun and beautiful with an identity that could grow and develop as the range does,” Schaffer said. “Odille is the cheekier character from Swan Lake, and this seemed an ideal place to start — ballet-inspired and elegant, but with a sense of fun.”
Throughout the project, Schaffer kept the Oasis customer in mind.
“She’s a feminine woman in her mid-20s looking for a beautiful style as opposed to trend-driven pieces,” Schaffer said.
Odille consists of 30 different styles split into six groups: a floral print, aqua fishnet, lace, stretch satin, candy-stripe and a conversational print that shows dresses hanging from a laundry line.
Bras by Odille are available in the U.K. at about $29 to $43. Nightwear and panties go for $11 to $22, camisoles $18 to $27, palazzo pants $27 to $36 and chemises $40 to $45. Kimonos retail for $54. The collection will be sold in the 192-door Oasis store chain across the U.K. and Germany.
Meanwhile, the George brand at Asda, which is owned by Wal-Mart, features lots of lace treatments. The collection was developed with the in-house George Collection and consists of a lavish lace-based range of suspenders, corsets, tap pants, bras, ribbon-tied thongs, and chiffon wraps and bodysuits.
“This is a special range of boudoir-inspired lingerie,” said a spokeswoman. “We looked to designer brands such as Myla and the retail chain Knickerbox.”
Featuring 18 styles, the collection will consist of four groups: black Guipure lace, pale pink and silver lace, black and pink lace, and ivory lace.
The ivory lace designs highlight faux diamond and pearl appliqués, similar to the Myla pieces worn by Samantha Jones in “Sex and the City.” A black Guipure lace corset tagged at $36 is expected to be the best-selling item. All styles of panties will be sized 8 to 18, while bras will be cup-sized up to 38DD and will be stocked across select Asda stores. Bras will retail from $11 to $36.
— Ellen Burney