A picture of a female customer posted on Facebook sealed the deal for Erin Fujimoto and Tom Patterson, cofounders of Tommy John, a men’s underwear brand that’s now venturing into the women’s category.In the picture, the customer was wearing Tommy John men’s underwear with a caption pleading with the brand to create a line for women.“I realized that the noise from our customers became really loud. They were even coming up with suggested brand names for us like Tommy Jane and Tammy Joe,” said Fujimoto, who is also the head of merchandising. “We realized there is a void in the market and she’s being underserved, and we need to figure out what that void is.”Fujimoto and Patterson developed the line over the course of two years and used the same three f’s — fit, fabric and function — they apply to the men’s line to create the women’s collection, which is made up of two fabrics and promises no visible panty lines, no waistbands that pinch and no bunching. Air is an ultralight mesh, antimicrobial stretch fabric with seamless, bonded edges. It comes in a thong, cheeky and a brief. Second Skin is a non-pilling, micro-modal fabric that will come in a thong, cheeky, brief and boy short. The collection ranges from $20 to $28 and Tommy John is guaranteeing that if it’s not the best pair of underwear a consumer has ever owned, they will offer a refund.https://www.youtube.com/watch?v=zvGLqXgsFs4The launch will also include the Stay-Tucked camisole, which uses the same patented design technology as the Stay-Tucked men’s undershirt. It will come in Air and Second Skin and will retail from $30 to $36. Lounge, which Patterson describes as an exploding category, will be introduced this summer. The line will be available on Tommy John’s e-commerce site and within its store at King of Prussia Mall in Pennsylvania. There are plans to open a second shop in Charlotte, N.C., this summer and a third store later on in a location that’s yet to be determined. They will bring the line to retail in early 2019. Patterson said women make up 50 percent of the traffic within its suburban Philadelphia store.To market the collection, they’ve taken cues from their popular Big Adjustments men’s campaign. Actress Elizabeth Banks directed a video spot, which centers around the discreet, little adjustments women make throughout their day. It will be running on Tommy John’s digital channels, within its stores and potentially on major TV networks.
Exclusive: @longchamp is planning to stage its first official runway show at New York Fashion Week this fall. The French leather goods firm has expanded into ready-to-wear as part of its repositioning as a lifestyle brand. The show, scheduled for September 8, will also cap the brand’s 70th anniversary celebration. Get all the details on WWD.com. #wwdnews #wwdfashion (📷: @dominiquemaitre)
The Duke and Duchess of Sussex undertook their first overseas engagement as a married couple in Dublin. The trip included multiple events and outfits changes, including this black dress by @emiliawickstead that Meghan Markle wore for a party at the British Ambassador’s home. #wwdfashion #royals
At 20 years old – and with an estimated net worth of $900 million - @kyliejenner is the youngest person to ever make @forbes’ annual list of America’s Richest #SelfMadeWomen. “It’s incredible to be recognized for something I’m so passionate about, and I’m really grateful for that. I’ve always loved makeup and worked really hard to bring the first lip kit to the market,” said Jenner on founding @kyliecosmetics. See who else is on the list on WWD.com. #wwdnews #wwdbeauty (📷: @rainerhosch)
“The collection is inspired by Tulum and the Mayan Riviera – its laid-back luxury, life of cabanas, untouched coastline, natural habitats, exotic cocktails and jungle parties with renowned DJs,” said Matteo Maniatty, creative director and cofounder of @descendantofthieves, on the brand’s inspiration for its latest collection. See more designer sketches and inspirations on WWD.com. #wwdfashion #nyfwmens #nyfw
@riccardotisci17 is releasing a limited-edition capsule collection as part of his anticipated runway debut for @burberry in September. Delivered in a series of instant drops, this is the second Burberry capsule collection announced since Friday, when Tisci broke the news on his collaboration with @viviennewestwood. Get all the details on WWD.com. #wwdfashion #wwdnews
“It’s like a Cinderella story. You get a little fake, you get a little real, you put it together and voilà,” said legendary rapper Slick Rick, who helped pioneer the merge of luxury and streetwear. WWD’s @ariahughes spoke to @therulernyc about his jewelry collection, his collaboration with @bally and how the industry has evolved – link in bio. (📷: @kristaschlueter)
@ragandbone and @eminem are teaming up on a special capsule collection of streetwear pieces. Sold at a one-day pop-up in London’s Soho on Friday, the collection features three different T-shirt designs and a hoodie. The capsule is set to kick off the rest of Eminem’s shows in his European Revival Tour, which ends on Sunday. Get all the details on WWD.com. #wwdfashion