Wixson Paris

Over the past few seasons, the intimate apparel and lounge category has expanded, but Sasha Wixson believes there is still a white space for the type of product she’s creating.

“We think the underwear market is oversaturated in sports and comfort or on another hand, overtly vulgar products,” said Wixson, who is based in Paris. “There is nothing wrong with that and it has certainly flourished over the past decade, but it is opposing to what Wixson’s aesthetic and quality control values are about. Even our basic core pieces are beautiful, detailed and lasting.”

Wixson knows about details. The designer used to be an archaeologist before studying fashion design at Parsons and starting Wixson Paris, a men’s and women’s lounge, innerwear and knitwear brand, last year.

For the line, Wixson combined her love for art, fashion, colors, textures and self-expression of the civilizations to create pieces made from cashmere, silk, lace, Sea-Island Cotton and merino, which are decorated with freshwater pearls and Swarovski crystals. Women’s innerwear starts at $320, loungewear starts at $760 and knitwear starts at $510. Men’s underwear starts at $120, loungewear starts at $740 and knitwear starts at $850.

“The loungewear and knitwear pieces were conceived to transition between indoor and outdoor use,” said Wixson.

The line is currently sold on Wixson’s e-commerce site but the designer said she’s looking build wholesale partnerships with luxury retailers. She’s hoping Wixson’s mission will resonate with a customer who is craving quality products with a story.

“When contrasted to the current fast-paced, globalized fashion markets where fast and mass seem to dominate, we feel there is an opportunity to reshape the conversation,” said Wixson. “The Wixson customer cares about the story behind the product, the origin of manufacturing and whether the process has been conducted with attention to detail and care. They also care about quality and differentiation in design that brings about a unique and timeless product.”

More From WWD: 

Third Generation Takes Simone Pérèle Into the Future

Intimates E-tailer Brayola Looks to Triple Sales in 2017

Former Marc by Marc Jacobs Executive Launches Intimate Apparel Brand Uwila Warrior

load comments
blog comments powered by Disqus