NEW YORK — Shoshanna Lonstein is gearing up for her on-air debut.

The designer will be serving up variations on the whimsical dresses for which she is known when she makes her first appearance Thursday on the TV shopping network HSN. Designed exclusively for HSN, the 12-piece collection consists of dresses, cardigans and bikinis that retail from $89 to $210.

Items have a similar design sensibility and construction to the designer’s signature collection, but the product is more basic, said Shari Hayat, vice president of Shoshanna.

Lonstein had been approached “many times” by the shopping network, but was busy with other projects, Hayat said. “We felt this was an opportunity to get the product out to a different customer base. We get tons of e-mails all the time from customers who want to buy the collection, but they think the prices — especially for the bikinis — are a little too expensive.”

While some designers are selling to big-box stores like Target and Wal-Mart, Shoshanna executives agreed HSN would be a good fit, Hayat said.

Sue Wong, Nicole Miller, Gloria Vanderbilt and Randolph Duke are some of the designer names being sold on HSN, according to an HSN spokesman.

“HSN has been working diligently over the past year to broaden its fashion assortment with a mix of fresh new fashion nameplates to meet the demands of our discerning customers. Shoshanna is a talented designer with a unique feminine flair that we feel will connect with our viewers,” he said.

On Thursday, Lonstein will appear on HSN twice and once on its affiliate America’s Store. HSN expects her to return every few months based on the collection’s success, he said.

In other company news, last month Shoshanna launched a children’s collection exclusively with Saks Fifth Avenue and an infants’ and children’s swim collection for broader distribution.

This story first appeared in the May 23, 2006 issue of WWD. Subscribe Today.