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Section II ASSISTANTS: CATHERINE PERIDIS AND DANICA TERLITSKY PERIDIS AND DANICA TERLITSKY CATHERINE ASSISTANTS: Spring’s freshest crop of has arrived, delivering breezy layers, fl irty details and bright bursts of color. Here, Ari Dein’s over Puma Body Train’s poly-liquid titanium and sports . For more, see pages 14 to 19.

CornThe Shape of Things to Come/8 | The Season’s Star Key Trends/20 | Lady Bra-Bra/6 MODEL: SVIETA/ WOMEN DIRECT; HAIR BY MICHELE SALVADORI FOR MARIO DIAB SALON NY; MAKEUP BY MIZU FOR MAYBELLINE NEW YORK; NEW YORK; MIZU FOR MAYBELLINE MAKEUP BY NY; FOR MARIO DIAB SALON MICHELE SALVADORI HAIR BY WOMEN DIRECT; MODEL: SVIETA/ PHOTO BY DONNA DEMARI; STYLED BY BOBBI QUEEN 2 WWD MONDAY, JULY 25, 2011

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XXXXXXXXXXXX WWDINTIMATES/UNDERCURRENTS Innie or Outie?

LINGERIE MIGHT BE among the hottest fashion accessories in Hollywood, but some- times a look can be overplayed or under- played, depending on a celeb’s personal taste level. WWD asked several entertainment divas an important question: Is innerwear as out- erwear a fashion do or a fashion don’t? Here, an eclectic mix of celeb yeas and nays. — MARCY MEDINA

“For me it’s a fashion don’t because I have and a bum, so it’s accentuated. But if you have a body like Kate Moss, you can get away with it really well.” — Alice Eve ▲

“I like the ‘undone’ look of being able to see a bra under the or . But if it takes you six hours to look undone, it’s not good. Don’t try too hard.” — Molly Sims

“I’m not much for fashion dos and don’ts. Depending upon how you put it all together, everything has its time and place.” — China Chow

“I have to say I love it [innerwear as outerwear], because it really helps a woman out, you know? Because it’s always like, ‘Oh no, you can see my bra.’ It can be such a pain. And lingerie is so pretty, you know? It’s nice to show it sometimes.” — Emmanuelle Chriqui

▲ “I love a colorful bra peeking through. The aspect I’m not sure about. If it’s a vintage slip, like in the Fifties, when slips really looked like , that I think is gorgeous. But a normal slip should stay on the inside. I feel like women shouldn’t give away their secrets.” — Jennifer Love Hewitt

“I have a Zadig & Voltaire slip I wear with a high- waisted , and it looks like a . You can also sort of see the bottom through the skirt, and I love it. When it’s done well, the lingerie looks is really feminine and sensual. There’s nothing better than a Dolce & Gabbana dress to flatter your body and celebrate your curves.” — Rose Byrne www.hanrousa.com

“I like the look because I like things that are deconstructed and when the inside comes out. I’m a big Alexander McQueen fan. It’s great when women show off their bodies.” — Elisabeth Röhm ▲ Please visit us at CURVENV in Las Vegas 8/22 – 8/24 and CURVENY in New York 7/31 – 8/2 EVE PHOTO BY BECK STARR/FILMMAGIC; HEWITT BY CHELSEA LAUREN/WIREIMAGE; ROHM PHOTO BY MICHAEL TRAN/FILMMAGIC CHELSEA LAUREN/WIREIMAGE; ROHM PHOTO BY HEWITT BY BECK STARR/FILMMAGIC; EVE PHOTO BY

4 WWD MONDAY, JULY 25, 2011

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Strap Happy MITRA, ADRIAN NINA AND DANICA TERLITSKY GEORGE CHINSEE, THOMAS IANNACCONE, ROBERT JOHN AQUINO, PHOTOS BY

Oops, your bra is showing! That was then, this is now. This summer, lingerie slipups have become a must-do for New York’s stylish set.

6 WWD MONDAY, JULY 25, 2011

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WWDINTIMATES/UNDERCURRENTS Clockwise from here: Lady Gaga performs in Chiba, ; on the runway at Mugler’s Charlotte’s Web Site fall show; on stage in Toronto (all 2011), and at CHARLOTTE SEMLER IS PROBABLY BEST KNOWN in Britain for the Accessories launching the racy, luxury lingerie and sex toys label Myla with her busi- Council’s Excellence ness partner, Nina Hampson. But when life took a turn and she found awards (2009). herself the mother of twins and living in the picturesque English coun- tryside, she put her old life firmly behind her. But she didn’t give up on lingerie. Today, she sits at the helm of a four-year-old e-commerce ven- ture known as Charlotte & Co. that’s all about her new lifestyle in the Cotswolds, an exclusive, hilly area in west-central England. It’s home to Kate Moss, Elizabeth Hurley and the Daylesford Organic farm. Instead of sexy playthings, she’s selling sheepskin , hot water bottle covers, velour track and caftans. The core of the offer, though, is lingerie — from lacy undies, and , to a range of foundation garments, to silk and wool thermal underwear. Charlotte & Co. today has sales of 1 million pounds, or $1.6 million, annually, and is growing at a rate of 30 per- cent a year. Semler still holds a small stake Slips from in Myla, but is no longer involved with the Charlotte & Co. business, which was sold to private equity investors. She runs Charlotte from her home and outsources production and order fulfi llment. The staff are all part-timers and work from their own homes. Half of the sales come from online orders, and half are made by telephone. Although lingerie remains its core, Lady Bra-Bra there are more than 200 products on offer and bestsellers include outer- wear, like down and with rabbit fur trim. The average sale is LADY GAGA HAS NEVER BEEN ONE to shy away from about 85 pounds, or $136, and the the innerwear-as-outerwear look — often showcasing company processes 200,000 orders a year. her by simply forgetting to wear Next up is a body and bath line, due in the fall, and Semler plans pants or a top. to increase her range of down coats and build the cashmere line. The pop star has fl aunted a variety of brassieres, “I wanted to do something different from Myla, and I chan- from the machine gun-lingerie hybrid she sported in neled the change in my own personal lifestyle,” she said. “There’s her “Alejandro” video to the bedazzled cups she had on a yummy mummy element to the collection, because my custom- while fl ipping off the paps at a Mets game last summer. ers are international jet-setters who shop in London, but who also Then there was the exploding pyrotechnic piece spend a lot of time at home — and don’t want to look horrible. she wore performing at the MuchMusic Video Awards People are buying into the lifestyle thing.” — SAMANTHA CONTI in 2009. Here, a look at the best of Gaga’s . — TAYLOR HARRIS Lighten Up BRITISH DEPARTMENT store chain Debenhams wants bras to be a less- weighty affair, literally. The chain recently launched an

ultralight T-shirt bra, which tips the JAG GUNDU/GETTY STEVE EICHNER IMAGES; ACCESSORIES GIANNONI; TORONTO SHOW BY COUNCIL BY GIOVANNI SHOW BY scales at just 1.7 ounces. To achieve Debenhams’ the featherlight weight, the retailer lightweight bras. eliminated stitching in favor of bonded seaming, and worked with a thin foam for the cups. The bra retails for 18 pounds, or $29. — S.C.

Wolford’s eyelash Hue’s scroll Emilio Cavallini’s Lure’s graphic lace trim tight. pattern lace tight. bold animal mesh tight. pairs at a time to make her legs look print tight. smooth and buffed. Leg It Out Between June 2010 and May 2011, were the big winner with a 29.2 LEGWEAR IS KICKING it up percent increase in dollar sales totaling a notch. $414.7 million, according to research After a few years in the dol- fi rm The NPD Group. Sheer drums, executives at legwear com- edged up 1.7 percent to $959.4 million. panies say sales of tights, “The tight is no longer just an acces- and sheers picked up dramatical- sory, it is a garment unto itself,” said TOP TRENDS FOR FALL 2011 ly this year, with increases of 10 designer Emilio Cavallini. “ ■ Bright colors. ■ Tonal and percent or more. expose so much of the leg that tights A couple of factors are driv- are an integral part of any outfi t. Let’s contrasting patterns ■ Black-and- ing the category: First, there’s face it, the leg makes up more than 30 like geometrics white patterns. been a huge emphasis on the percent of a head-to-toe look.” and fl orals. leg, short , slits and asym- “Ready-to-wear is really on our ■ Stripes and large ■ Anything with lace, metric hemlines on fashion side,” said Cathleen Moxham, designer dots and other graphics. whether a trim or runways. Second, the recession of legwear at Inc., ■ Shine and crystals. allover pattern. has transformed legwear into an citing more sheers and ultrasheers, affordable indulgence, like buy- opaques, tights, patterns and texture. ■ Fishnets, printed ■ The return of ing a new lipstick. And, not for- “A very feminine cycle continues into meshes and artisanal fl esh-tone and getting the star quotient, legwear spring and the next two seasons. It’s all crochet looks. cosmetic tinted sheers. is fl aunted by divas like Rihanna, about looking very feminine, polished Katy Perry, Ke$ha and Beyoncé, and pulled together.” who performs wearing several — KARYN MONGET HUE TIGHT PHOTO BY ROBERT MITRA; ALL OTHER LEGWEAR PHOTOS BY THOMAS IANNACCONE; GAGA JAPAN PHOTO BY JUN SATO/WIREIMAGE; MUGLER JUN SATO/WIREIMAGE; PHOTO BY THOMAS IANNACCONE; GAGA JAPAN MITRA; ALL OTHER LEGWEAR PHOTOS BY ROBERT HUE TIGHT PHOTO BY

8 WWD MONDAY, JULY 25, 2011

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With a Little Help

From My Friends

Everyone can use a nip or a tuck now and then. BY KARYN MONGET GOOD-BYE GRANNY . do all the time,” Bloch·· said. “People want that movie- Meanwhile, women who are small, medium or The $812.5 billion shapewear business has been star look. It’s affordable and there isn’t the stigma of plus-size are all wearing shapers for the same rea- thrust into the role of image maker. Whether it’s a cosmetic surgery and the paranoia. It’s like, ‘I put on sons: to look better and feel better about themselves. tank top with a layer of support lining, a long-leg bike my lipstick, my perfume and my shaper, and I can And to get trimmer-looking abs, more men are pant with heat-sealed control panels or a brief with take it off whenever I want.’” wearing control tops by brands such as Rip’t by engineered stomach control, shapers are being worn The shapewear segment is especially popular in Yummie Tummie, , for Men, every day by women and men of all ages and sizes. two age groups: women 40 and older who have pur- Equus-Men and Ardyss International. The growing demand is being generated in large chased basic pieces in the past and are now buying Just as beauty products are used to enhance skin part by a celebrity culture that fl aunts idealized bodies a variety of specialty products, and teens and young and hair, shapers are worn to help smooth the silhou- — often constructed — on the red carpet and in movies women who are learning about the options and ben- ette and make clothes fi t better for a younger look. and music videos. In addition, an increasing number efi ts of shapers that they wear as fashion items, such Gwyneth Paltrow, Jessica Alba, Oprah Winfrey and of product options, high-tech fabrics and applications as camis with built-in support. Queen Latifah have spoken publicly about wearing make shapers pliable, lightweight and comfortable. Spanx shapers at the Academy Awards and “Everybody I work with, from movie stars the Grammy Awards. Shapers and related to models, wears shapewear and about corsetry are also worn on stage by Lady Gaga, 99 percent of them are a size 0 or 2.… Body image is an issue and Rihanna and Miley Cyrus, which also helps It just gives a feeling of secu- eliminate the stigma once attached to wear- rity and physically makes it needs to be addressed, ing what used to be called a “granny girdle.” a person stand straight “Body image is an issue and it needs to and be more conscious of be addressed, no matter what the size,” said their posture,” said styl- no matter what the size. Randall Christensen, designer for ist Phillip Bloch, who — RANDALL CHRISTENSEN, “Dancing With the Stars” on ABC. “If we has worked with Sandra can get away with it, we’ll just use a Spanx Bullock, Halle Berry, Salma “DANCING WITH THE STARS” shaper, but the fantastic advantage we have Hayek and Michael Jackson. is we can customize the shapers, which give “Shapewear is so hot now the fi gure and the dancers a bit of an edge… because it fi ts like a second The appetite for pretty, more up- about 50 percent of the dancers need shapewear. skin as opposed to armor or scale shapewear in fashion colors The biggest challenge was Marie Osmond, who lost a chastity …it’s also not an and high-tech fabrics and applications 40 pounds at such a rapid pace that her fi gure would insult anymore if I ask, ‘Should I is refl ected in part by the migration of change from one week to the next. But interestingly, bring shapewear?’ [They used to shoppers who buy basic product at mass it’s the men who are more particular about shapers.” say] ‘are you saying, I’m fat?’ Now merchants and brand-conscious consum- The latest generation of microfi bers, which offer they say, ‘Oh, yeah, bring the shape- ers who shop at department stores, ac- fashion and function in ultrasheer or matte and shine wear,’” added Bloch, who last month cording to The NPD Group, a research con- opaques in lighter weight deniers, have also helped signed on with ABC as a contributing sultancy. From June 2010 to May 2011, the turn shapewear into a fashion star. New featherlight correspondent for a series of inter- biggest increase was generated by depart- microfi bers from companies such as Invista, Meryl, views with celebrities about their ment stores, which posted a 3.5 percent·· Creora and Radici enable designers to produce shape- favorite charities called “Cause gain in shapewear sales, claiming an 18.3 wear with a delicate lingerie look while retaining the Celeb with Phillip Bloch.” percent dollar share of the market. On control and support of old-fashioned power net. “I think many people live the other hand, mass merchants posted Among the most recent developments are shape- their lives vicariously through a 0.7 percent decline with a 24.4 share. wear pieces that are microencapsulated with caf- celebrities and the public The average price across all retail chan- feine in an effort to reduce cellulite, including the knows they wear shapers be- Nearly Nude’s control nels is $15.89 compared to $14.36 in the iPant by . Lytesse, a French brand, features cause the celebrities say they cami at D2 Brands, same year-ago period. {Continued on page 10} a unit of Delta Galil. ILLUSTRATION BY TYLER RESTY; NEARLY NUDE PHOTO BY THOMAS IANNACCONE NUDE PHOTO BY NEARLY TYLER RESTY; BY ILLUSTRATION BLACK creora black spandex offers darker, denser color with reduced grin-through giving your activewear, intimates, swimwear and ready-to-wear the perfect visual effect…a blacker black. The black color is spun into the spandex polymer for a permanence that raises the color bar for that critical design edge and reduces dye usage and waste.

PERFORMANCE creora performance spandex has been engineered for higher power, compression and chlorine resistance. It also delivers improved washfastness with polyester for swimwear, shapewear, bras, , and activewear. Photo: Walter Chin. creora is a registered trademark of the Hyosung Corporation for its brand premium spandex. copyright cre ora 2005

www.creora.com 10 WWD MONDAY, JULY 25, 2011

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“I could only fi nd traditional shapewear and just the thought of wearing it defl ated my confi dence,” she said. “Feeling good about yourself is as impor- tant as looking good. It just gives you that much more pop in your step. There are tons of product options now because of technology…not something out of a torture chamber. “Shapewear is still selling, even during the eco- nomic downturn, because it’s affordable,” Thomson- Schindler added. “The media is constantly selling the perfect face, hair and fi gure, and shapewear is an entry point to that arena without the surgery.” Women of all ages and sizes are wearing shapers as a , too. “Women want it all — they want shap- ing, slimming and smoothing with a touch of femininity and fashion,” said Kathy Van Ness, president of Body and chief marketing offi cer and division president of parent com- pany Trimera Group. She singled out bestsellers: The Slenderizer, a strapless bra slip with ; Sheer Rihanna performs; Christina Hendricks gets shapely in “Mad Men;” Miley Cyrus on stage, Iridesscent Must Slip, a multi- and Kirstie Alley, right, on “Dancing with the Stars.” way bra slip; The All Inclusive, a long-leg with underwire {Continued from page 8} for some enhancement, the strides bra; The Catwalk High- long- shapers microencapsulated with aloe vera to mois- in shapewear technology and leg panty; The Superior Derriere turize the skin. But even Lycra spandex, which has broadened product choices have High-Waist panty, and The Pinup been marketed since the late Seventies, is still in the been a real boon for the plus- bodysuit with underwire bra. mix in the modernization of shapewear with its Lycra size market. Van Ness said shape- beauty fabric certifi cation program. “The demand for wear has become such an Key shapewear brands include Spanx, , shapewear in- important category that , Flexees by , Sassybax, Cass, Rago, creased total in- Body Wrap is “prepar- Va Bien, Body Wrap, Yummie Tummie, Slimpressions, timate apparel ing to launch a social Shatobu, Squeem, Cupid, Shapeez, Grenier, Dr. business in 2010 media campaign Rey, Nearly Nude, Cosabella Breathe, Julie France by 80 percent, and that will include Shapewear and Wacoal, a bra specialist for which it’s all new business a blog and news- shapers is the fastest-growing product segment. for us,” said Meredith room, a Facebook Janie Bryant, costume designer for the AMC series Mastropolo, lingerie and ad campaign and “Mad Men,” which is set in the Sixties, said shape- shapewear buyer at plus- an improved pres- wear is key to her creative choices. size retailer Ashley Stewart. ence on Twitter and “It’s one of the reasons I love designing for ‘Mad “The customer sees value in shape- YouTube, with search Men.’ Shapewear offers so many possibilities,” she wear. She comes in and says, ‘I need engine optimization.” said. “I use both vintage and modern shapers…most that item.’ If it makes her look better, she feels bet- Addressing body image and of the time I use a brand called Rago because they ter and she’ll buy it.” the role shapewear plays, image consul- still make [vintage-looking] and longline bras. Michele Martins-Crawbuck, vice president tant Kelly Machbitz said “Body image af- “What’s interesting is there’s been a whole resur- and general brand manager for intimates at fects how you feel about yourself. It’s an im- gence of buying shapewear because of media expo- OneStopPlus Group, a plus-size division of portant factor in self-esteem for women and sure and more product options,” she added. “Older Redcats USA, which also operates Avenue stores, men…when you have a better attitude about women are buying shapewear pieces said, “In the past, [plus-size] women your body, you just naturally have more confi - again, and younger women are learn- did not want to wear clingy dresses or dence. Enhancement undergarments that help ing which pieces are right for them.” skinny , but technology and new to reduce your dress or size, smooth your Novelty shapers are particularly lightweight fabrics in shapewear have bulges, lift what sags and straighten your pos- popular, said Maureen Stabnau, se- changed that…shapewear now really is ture can most defi nitely have a positive effect. nior vice president of merchandis- for everybody, every day.” “Shapewear certainly plays a part in my ing at barenecessities.com, citing The feel-good factor has become recommendations for all my cli-

her best-selling brands like Spanx, a psychological selling point, said ents, but more for fi t issues — although look- VIA GETTY IMAGES ADAM TAYLOR/ABC GEORGE PIMENTEL/WIREIMAGE; ALLEY BY TESY EVERETT COLLECTION; CYRUS BY Body Wrap and Dr. Rey. Catherine Shannon, director of shape- ing younger and slimmer is a great side ben- “Shapewear are sell- wear design at Maidenform Brands. efi t,” she continued. “And just as there has been an ing very well online to younger “You get used to the feeling of increase in the sale of men’s grooming products and customers,” she said. “No mat- Lycra,” she said. “It’s kind of like the plastic surgery procedures in recent years, there are ter how young the customer, she feeling of a hug: reassuring. You can more men turning to undergarments to make their wants a smooth line and is re- feel better wearing a waist nipper bodies appear sleeker and fi rmer.” ally aware of panty lines.” and have that feeling that you’re all A caveat, though: Jennifer Baumgartner, a psy- All of this has had a positive put together...it also helps support chologist who specializes in mood, anxiety and eat- impact on business. For instance, the skin and muscles.” ing disorders, said relying on shapewear to look good Bob Vitale, executive vice presi- Heather Thomson-Schindler, and feel good can have drawbacks. dent of Wacoal America, is fore- founder of the three-year-old “When people have extra weight on, they don’t casting a 34 percent increase in Yummie Tummie brand, said she cre- like the feeling of their fl esh jiggling and shapewear shapewear volume this year. ated the line because she was unable often eliminates that,” she said. “Shapewear can While women who are al- Bali’s retro to fi nd shapewear that was comfort- offer a sense of security, but it’s a crutch and a quick ready thin might turn to shapers high-waisted able and contemporary looking. fi x. It can actually become addicting.” half-slip.

shapers and helpers work beautifully and push-up.…It’s great with your favorite are so important.” dress or a T-shirt because it doesn’t Slim Pickins Among Paster’s go-to items — her studio cut into the back too much.” GAZING AT HALLE BERRY’S fl awless body is full of bins and buckets organized by color George Kotsiopulous, who dresses in a sheer, body-hugging couture may and style — are Commando nude-colored Freida Pinto, relies on Maidenform’s well inspire envy — and pledges of more trips thongs that “make you look like you are Easy Up Pull On Waistnipper. to the gym. But many of the world’s most wearing nothing. You don’t see a line,” and “A well-defi ned midsection guarantees beautiful celebrities need help to look that way. CK’s Perfect Fit Convertible Bra. a great photo on or off the red carpet, For star stylists, choosing a red-carpet “It goes strapless, halter, one-shoulder,” so I’m pretty much waist-obsessed,” he gown is only part of the job. Just as much said Paster, who often adds low back strap said. “This perfect modern corset gives an work goes into making sure those famous bra extenders for bare-backed . incredible hourglass shape for those with bodies look as close to perfect as possible in She also swears by Wacoal’s , or without curves.” front of unforgiving fl ashbulbs and cameras. adding, “It takes away four to fi ve inches.” As Paster put it, “You could have “Even actresses don’t have perfect Rob Zangardi, who with partner Mariel the most beautiful dress but if you fi gures,” said Jessica Paster, who styles Haenn dresses Jennifer Lopez and Rachel don’t have the right undergarments, Elle and Dakota Fanning, Emily Blunt and McAdams, calls Wacoal’s iBra “one of the it can ruin everything.” Flexees by Diane Lane, among others. “All those softest bras with just the right amount of — MARCY MEDINA Maidenform’s Waistnipper. BALI PHOTO BY THOMAS IANNACCONE; MAIDENFORM BY ROBERT MITRA; RIHANNA BY KEVIN MAZUR/WIREIMAGE; HENDRICKS BY CARIN BAER/AMC/COUR KEVIN MAZUR/WIREIMAGE; HENDRICKS BY MITRA; RIHANNA BY ROBERT THOMAS IANNACCONE; MAIDENFORM BY BALI PHOTO BY Lenzing AG, A-4860 Lenzing, Austria

The fiber brand for natural softness

Like no other fiber, Lenzing Modal® stands for pure luxury and absolute softness next to the skin. The fiber is made of beech wood which means it is 100% from Nature. Even after repeated washing, Lenzing Modal® remains wonderfully soft, absorbent and brightly colored.

www.lenzing.com/modal ADVERTISEMENT Hanky Panky the Cheers to 25 Years HANKY PANKY SAYS HAPPY BIRTHDAY TO ITS ICONIC THONG

When Gale Epstein gifted Lida Orzeck with a bra and Key department stores including the very fi rst account, Comfortable Thong®,” designed by Epstein in 1986. Still panty set she made from hand-embroidered handker- Lord & Taylor, were among the fi rst retailers to stock aff ectionately referred to by legions of fans as the 4811— chiefs for her birthday, neither one of them would have the brand. its original style number—the Hanky Panky lace thong dreamed such a simple gesture would spark the idea for “At the time they were looking for something new, revolutionized the way women regarded thong panties. a multi-million dollar business. Orzeck, however, in- and we entered into a world with a collec- “Women weren’t really wearing thongs at the time we stantly knew her long-time friend was on to something. tion and a cute name, so it really caught their attention,” launched the 4811 because they weren’t comfortable— “I loved it—absolutely loved it!” she says. Almost im- says Epstein. that was a large part of the reason,” says Orzeck. mediately, the duo talked about selling the pieces under Social perception surrounding the style was another A RISE ABOVE a moniker that would go on to forever change the inti- hurdle, Epstein says. mates industry—Hanky Panky. At the time, Epstein was Today, Hanky Panky can be found in thousands of brick- “At the time we introduced the thong, it was consid- working for a company—designing for small and-mortar stores as well as online retailers, includ- ered a more risqué piece, but of course there has been a retailers on the side—while Orzeck had just received ing the brand’s own Website which launched in 2009. sea change in thinking since 1986 and our demographic her Ph.D. in social psychology and was conducting real- Through all the successful brand extensions—which has grown as fashion trends have changed and the per- world research thanks to a short term grant, which was over the years include boy , sleepwear, cami- ception toward intimates has changed,” she says. just coming to an end. The timing was perfect. soles, hipsters, v-kinis, g-strings, , , With virtually no advertising for years and a healthy “Gale made samples for me and I went around to slips, a sensual After Midnight collection, customized specialty boutique business, Hanky Panky was enjoy- stores with the four-piece collection in a little shopping items and more—perhaps no one item has resonated ing success thanks to word-of-mouth recommendations bag,” says Orzeck. “Every one of them placed an order.” more strongly with women than the “World’s Most among loyal consumers.

1977 1986 Hanky Panky Style 4811 is Born Epstein invents style 4811, the World’s Most Gale Epstein creates handkerchief Comfortable Thong® lingerie birthday present for friend Lida Orzeck and Hanky Panky is born ADVERTISEMENT

“Buzz is not something you can plan,” says Orzeck. “Our at the checkout, inviting people who maybe haven’t heard consumers have been doing our advertising for a long time.” of the brand to give it a try. The placement is great,” says The buzz surrounding Hanky Panky and its best-selling Stabnau. “The idea was to sell rolled thongs like candy and it thong reached a fever pitch when a June 2004 front-page was really a breakthrough for us,” says Epstein. “It opened a Wall Street Journal story made the brand a household whole market for us in terms of sportswear stores that don’t name. The cult frenzy that ensued shortly after is still go- traditionally sell underwear. We’re in 3000 specialty stores ing strong. “Between the low-rise and the original thong, and two-thirds of them are sportswear stores.” we’ve sold more than 150,000 units,” said Maureen Stabnau ON THE HORIZON of BareNecessities.com, which has stocked the brand since 2004. According to retailers, the thong as an item is celebrating According to Stabnau, part of Hanky Panky’s success at success as the intimates category continues to rebound. retail has been its ability to remain fresh in a highly satu- “Our total panty business is up mid-single digits this year rated market. and thongs in terms of percent to total are equal to our brief “They expanded options with business,” says Stabnau. For petite and plus sizes, they’ve ex- Chambers, thong sales, which plored how to add a fashion factor We entered into dropped a bit to make room and have enticed [the customer] for the boyshort craze in with prints and colors, and they’ve 2008 and 2009, are back up introduced personalized items. a nylon world with this year as the Hanky Panky They continually give the custom- low rise thong continues to er new reasons to buy.” a cotton collection be a best-seller in all three Claire Chambers, owner of stores. Journelle intimates boutique in “and a cute name, so In celebration of their iconic New York and Miami, agreed. thong’s 25th year anniversary, “They’ve made something ex- it really caught their Epstein and Orzeck have un- tremely comfortable and adorable leashed several exciting ini- but still made it pretty and they attention. tiatives this year including a change things up enough with col- DIY panty design kit and a ors so that it’s not stagnant. I truly 25-thong limited edition col- can’t think of any other items with lector’s kit gift box containing those three properties.” a rainbow selection of thongs, a fabric-friendly fabric wash WOOING THE CUSTOMER and wash bag. The endless array of rainbow ” In June, consumers were colored thongs in diff erent encouraged to submit their best cuts and rises have wooed thong design for a contest that crowned generations of consumers, three winners in three diff erent cat- say retailers. “It’s almost egories: Best Use of Color, Best Use of like a right of passage,” Recycled Materials and Gale & Lida’s says Stabnau. “When a girl Favorite design. reaches a certain age she can Next month, the brand will debut go buy her fi rst Hanky Panky a capsule collaboration with fellow thong. That’s how it all starts!” New York-based designer Anna Sui. The With their customized school spirit multi-piece collection which will feature thongs for more than 30 participating uni- thongs, a boyshort, a cami and a chemise, versities, Orzeck and Epstein have been able to tap will be available at select retailers includ- into a younger consumer, while thong-shoppers of ing hankypanky.com and Anna Sui stores. Celebrities all ages can appreciate other personalized items such as A metallic holiday collection is also on tap for thongs featuring zodiac signs or bedazzled bridal sayings this year and Orzeck says key areas of growth Are Crazy For such as “I Do.” include the website, the bridal business and —espe- Unique merchandising tactics have also helped strike a cially now as European consumers continue to adopt a more Hanky Panky! chord with diff erent consumer groups. sportswear, mix-and-match approach to intimate apparel. Sustainably-minded consumers appreciate Epstein’s As Epstein and Orzeck toast to 25 years of their ground- Countless Fans include: long-time commitment to sustainable practices, having al- breaking thong, Hanky Panky’s success, says Epstein, is ways opted for minimal and recycled packaging. At retail, quite simple. “I think people love our product because of Blake Lively, Brooklyn Decker, the brand’s thongs-to-go display boxes at the checkout have what we’ve always put into it,” she says. “Our customers Cameron Diaz, Jennifer Aniston, helped grow its customer base and has opened the door to know that people here in New York are making the product Jessica Simpson, Becky Newton, new retail partners. and that we’re very hands-on about everything. That comes “It’s a fun fashion pick-up item and it ignites conversation through in everything we do.” Mandy Moore, Mariah Carey

2004 2009 2011 The Wall Street Website Hanky Panky Thong’s Journal covers Launch 25th Anniversary the brand in a The Hanky Panky Hanky Panky celebrates the iconic e-commerce thong’s 25th year as a bestseller front-page story. business launches with an Anna Sui capsule collection, and takes off! DIY Collector’s Kit, metallic silver thongs and more. 14 WWD MONDAY, JULY 25, 2011 SECTION II

WWDINTIMATES

DKNY Sleepwear’s cotton, rayon and spandex sleepshirt over Hanro of Switzerland’s cotton T-shirt. Dior Homme ; Hue tights; Jessica Simpson Collection ; Stuart Weitzman .

Just Relax

Spring is about no-fuss fashion — and the same goes for innerwear.

ASSISTANTS: CATHERINE PERIDIS AND DANICA TERLITSKY PERIDIS AND DANICA TERLITSKY CATHERINE ASSISTANTS: Comfy shapes, charming details and a soft palette make for light and easy layerings.

PHOTOS BY DONNA DEMARI; STYLED BY BOBBI QUEEN MODEL: SVIETA/ WOMEN DIRECT; HAIR BY MICHELE SALVADORI FOR MARIO DIAB SALON NY; MAKEUP BY MIZU FOR MAYBELLINE NEW YORK; FASHION NEW YORK; MIZU FOR MAYBELLINE MAKEUP BY NY; FOR MARIO DIAB SALON MICHELE SALVADORI HAIR BY WOMEN DIRECT; MODEL: SVIETA/ WWD MONDAY, JULY 25, 2011 15 WWD.COM

Cass’ Lycra spandex chemise; nylon and spandex from Nearly Nude (white) and Jill Zarin for Skweez Couture (pink); JF & Son’s silk skirt. Odd Molly . 16 WWD MONDAY, JULY 25, 2011 SECTION II

WWDINTIMATES

Julia Jentzsch’s silk georgette dress; Eres’ polyamide and spandex bra and boyshorts. Jones New York socks; Lanvin . WWD MONDAY, JULY 25, 2011 17 WWD.COM

Claridge + King’s cotton worn over Mission Control’s nylon and spandex chemise; Helena Stuart’s nylon point d’esprit skirt and dress for Only Hearts. Cynthia Rowley tights; French Sole ballet shoes. 18 WWD MONDAY, JULY 25, 2011 SECTION II

WWDINTIMATES

Qi’s cotton and cashmere Henley; Julie France Body Shapers’ polyamide and spandex ; Odd Molly’s silk skirt. Pyour tights; Hunter boots. WWD MONDAY, JULY 25, 2011 19 WWD.COM ▲ Viviana G’s nylon and rayon by My Petit Pois worn over ’s polyester and cotton mesh bra; With & Wessel’s wool jersey skirt. Jessica Simpson Collection tights; Lure by Solo socks; Cesare Paciotti boots.

Josie Natori’s nylon and spandex lace tank; Experience Qi’s cashmere ; Body Wrap Sheer the Iridesscent’s nylon, Lycra spandex briefs worn over Undrest’s cotton and polyamide lace bloomers. 20 WWD MONDAY, JULY 25, 2011 SECTION II

WWDINTIMATES/TRENDS

Betsey Johnson That’s Brilliant! Intimates Intimates designers are looking on the bright side for spring with cheerful patterns and bold pops of color.

Flora Nikrooz Hanro Collection

Josie by Natori

Björn Borg

Caption go here for this XOXO

Cosabella

NOW IN THE US: BJÖRN BORG UNDERWEAR STYLES FOR MEN & WOMEN SHOP NOW AT BJORNBORG.COM WWD MONDAY, JULY 25, 2011 21 WWD.COM

Gypsy *<7(¶ 0

Lavit Lingerie

Hanky Panky

Emilio Cavallini

Cass

PHOTOS BY THOMAS IANNACCONE; STYLED BY DANICA TERLITSKY

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www.anita.com

ANITA International Corporation 3540 N.W. 56th Street · Suite 204 · Ft. Lauderdale, FL 33309, USA Toll free: 1-800-866-6223 · Phone: +1 954 730 8189 Fax +1 954 730 8723 · E - Mail: [email protected] 22 WWD MONDAY, JULY 25, 2011 SECTION II WWDINTIMATES/TRENDS The Wild Bunch Rosamosario Animal prints are back in a big — not to mention chic — way, appearing on everything from sexy skivvies to sweet nighties.

Lisa’s Folly Luxe Express

Christine Body Wrap Sheer Iridesscent Vancouver WWD MONDAY, JULY 25, 2011 23 WWD.COM

Lavit Lingerie

Seamless Shape Wear

Slim and Shape for the perfect Blush Lingerie silhouette!

P. Jamas

Jockey Before

PHOTOS BY THOMAS IANNACCONE; STYLED BY DANICA TERLITSKY

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