2012年12月25日星期二

Nikeer Launches SS13 Loungewear Collection


Nikeer has just launched the spring/summer 2013 collection. The new collection, available next early spring, is named as ‘Beautiful Blossom’.


The new collection is made by sheer natural fibers, featuring romantic floral patterns and fashionable geometric shapes. It makes use of modern cuttings and simple lines to highlight body silhouette. Gorgeous and sexy, Nikeer’s SS13 collection promises to present you a brand new loungewear world.

Nikeer said, “Nikeer’s mission has always been innovative and fashionable. We want people to enjoy the beauty of underwear and home wear. We are trying to build our own brand image and to deliver a new life style – fashion, health and comfort.

Our new collection is adopted latest fabrics and fibers. Taking inspiration from European classic, we put floral prints, geometric patterns and delicate details into our designs.

We are confident that the new range will receive positive reaction from the market. Customers are able to purchase our product next spring via our stores and some online retailer shops.”

Founded in 1999, Nikeer Loungewear is a Guangdong-based loungewear label in China. After a decade of efforts, Nikeer’s sales network covers more than 300 cities across China, Europe, Canada and the Middle East.

X-Body U. Accesses to Chinese Market Through Film Intermediary

The international renowned underwear brand X-BodyU. accesses to the Chinese market with the aid of film and television, making huge investment to create the film named “Piano Trojan”. This is a movie about hacker, played by stars Zhang Mo, Lin Yixin, You Qiuxing, Yan Zhilin and so on.


As a sponsor of the film, X-BodyU has the common characteristic with the film and television industry - the perceptivity of fashion. X-BodyU. consistently commits to provide consumers who pursue the quality with fashionable, healthy and comfortable services.



X-BodyU. wishes to get closer to the market through Chinese local televisions and know more about the Chinese cultures. X-BodyU. underwear brand was created from the ideality of Mr. Lin. He traveled around the world and found that women in various countries have their beautiful fashion underwear, while women in China mainland have their beautiful fashion underwear one year later or several years later. Therefore, in order to make Chinese females enjoy the international fashion underwear appreal, Mr. Lin determined to create his underwear brand.


After developing over ten years in global market, X-BodyU. has become the international renowned fashion underwear brand. With the success of X-BodyU. in the international market, X-BodyU.enters into Chinese market through this chanc and makes Chinese women enjoy the international fashion and comfortable underwear at the same time.

Tani Launches New Underwear & Loungewear Ranges


Hongkong-based underwear and loungewear label Tani has just updated its product catalogue. The new ranges can be bought now from stores and some e-retailers.


Made by latest Lycra and Micro Modal, the new collection features simple cuttings and smooth lines. Comfortable and fashionable, the collection promises to provide the most-wanted soft texture and touch to those that are in pursuit of quality daily life.

Tani said, “Tani provides a one-stop shop for its worldwide agents, offering high quality undergarment and excellent service.

Our new designs are inspired by vintage and classical trends with latest fabrics, accessories and designs.

Tani will continue to fulfill market needs by creating funny, sexy and comfortable intimate apparel.”

Tanitex Industries Limited was founded in 1985 in Hong Kong, specializing in the production of underwear, loungewear and swimwear. Tani, launched by Tanitex in the late 90’s, is dedicated to design comfortable and fashionable undergarments.

As a registered label in Europe, Tani’s sales network covers China, HK, Europe and the Mid East.





2012年12月17日星期一

ZEROFIT Underwear Enters into Golf Club Store

ZEROFIT, Japanese luxury golf underwear, has been invited to enter into sports zone by national first-line department stores and shopping centers after entirely entering golf club stores, online retail stores in 2011 and 2012.


ZEROFIT, Japanese luxury golf underwear, has been invited to enter into sports zone by national first-line department stores and shopping centers after entirely entering golf club stores, online retail stores in 2011 and 2012. It shows the advanced design concept of the wolrd-class sports underwear to those sports enthusiasts except for golf members.

So far, ZEROFIT’s store counters have been opened in Plaza 66, Grand Gateway and Super Brand Mall in Shanghai.

It is estimated that by the end of the eve of the Spring Festival in 2012, there will add no less than 20 ZEROFIT high-end department store counters in Beijing, Shanghai, Guangdong. At that time, the local sports enthusiasts of Tennis, Badminton, Marathon, Fitness, and Hiking have the opportunity to experience the magical effect of ZEROFIT, helping sports enthusiasts quickly improve their performances and resolve fatigue effectively.

Meanwhile, in the northern markets, ZEROFIT also began to be invited to station in shoppe by the first-line skiing retailers.

Bestfig Lingerie Launches AW12 Collection

Hongkong-based Bestfig Lingerie has launched the AW12 collection which claims to offer comfortable texture, embroidery details and firm support.


Hongkong-based Bestfig Lingerie has launched the autumn-winter 2012 collection. Bestfig Lingerie comments the new collection is a comfortable, supportive and elegant range.

Bestfig Lingerie said, “Our product range includes lingerie, shapewear, loungewear and thermal wear. Combining European style and Asian figure, Bestfig Lingerie perfectly interprets female glamour and seduction. The S Range has received warmth welcome from the market.

Bestfig Lingerie will continue to convey classical European fashion and Asian culture by creating elegant, comfortable and supportive intimate garment.”

Established in 2003, Bestfig Lingerie has built its reputation on three core values: fit, support and comfort, with collections that range from high-end trend driven fashion to every day modern basics.

With experienced designers from France and young local talents, Bestfig Lingerie sells quality fashion lingerie product to France, Singapore and South Korea, etc.

Bestfig Lingerie currently has over 1000 stores across more than 100 cities in Mainland China.

SISO Lingerie Launches AW12 collection

Hangzhou-based SISO Lingerie has launched the Autumn/Winter 2012 collection. The company comments the new collection is healthy, fashionable and comfortable range.


Made by quality fabrics and fibers, SISO’s AW12 collection takes inspiration from latest fashion trends. With fashion cuttings and modern lines, the collection is created to express romantic and sophisticated life attitude.

SISO Lingerie said, “SISO Lingerie leads the way in offering seasonal fashion with groundbreaking designer collaborations, all at an accessible price point.

SISO Lingerie is creating an elegant life style, in which SISO woman is surrounded by easing aura, something kind of the 1920’s France.

Our new lingerie range represents the creativity and energy of the brand, I am confident that customers will enjoy the shopping experience and latest fantastic product that SISO Lingerie delivers for them.”

Famous for elegant and fashionable lingerie item, SISO is a young innerwear label in southern China. Its product range includes bra, briefs, slip, chemise, slips and bodysuit.

City Lovers Successfully Launched the New Collection Conference

City Lovers Lingerie launched its new collection conference in Rongcheng Fuzhou, Fujian Province on December 13th, 2012. Over 200 merchants from Jiangxi, Fujian attended this conference.


City Lovers Lingerie launched its new collection conference in Rongcheng Fuzhou, Fujian Province on December 13th, 2012 after successfully launching its new collection conference in Changsha, Wuhan Province.


At the conference, City Lovers delivered the information of their products and sales to their potential and intention clients through the products display and catwalk show. City Lovers Showcased nearly 200 sets in different styles at the entire conference. Bright colors, fashionable styles, unique brand connotation were presented vividly by models, and so many merchants were interested in City Lovers at the conference.


City Lovers attracted so many merchants to join them with its high quality products, brilliant services and strong brand strength at this conference. In addition to over 10 merchants, who signed at the conference, there were lots of intention clients who want to go to visit the company. This conference expanded the road and spread the advantages of the brand, which was widely and highly praised by the merchants from Fujian, Jiangxi Province.

Through the conference, we’ve seen that City Lovers’s success in the commercial top city of Fuzhou is not just by chance. City Lovers’s successful rise is inevitable since a good brand is created by the enterprise and franchisee.

The conference was not only an exciting fashion feast, but also a brand culture exhibition of City Lovers. Meanwhile, it was also a good chance for Chinese fashion lingerie brand and Fujian, Jiangxi markets to get in touch with each other closely. How to continue the brand myth of City Lovers in 2013? Let’s look forward to it!

2012年12月5日星期三

Omisa Launches SS13 Lingerie Collection at Foshan




On November 28, Omisa launched the Spring/Summer 2013 lingerie collection at their Foshan office. This is the first range of Omisa directly sold in the Guangdong intimate apparel market. More than 300 people, including dealer, wholesaler and retailer, took part in the press conference.

Fashionable and classic, the new collection starts at 169RMB for bra, 49RMB for briefs and 199RMB for chemise.

Omisa general director announced product positioning and specific development plan for the next five years.

Omisa said, “Omisa promises to offer splendid service and excellent product to every customer. Omisa lingerie is the combination of femininity and elegance. We are dedicated to create classic silhouette with delicate details and quality materials.

Now, customers can buy our product via flagship stores in Hubei, Hunan and Guangdong, as well as numerous retailing boutiques around China.”

Omisa is a young lingerie label in China, product range including lingerie, loungewear, sleepwear and accessories.

PVH Makes Future Plan for Calvin Klein




PVH Group, who bought Warnaco with the price of $2.9 billion on October 31, 2012, has possessed Calvin Klein brand on completion of the deal, while Warnaco will continue to hold Calvin Klein lingerie series. The president and CEO of PVH Group Emanuel Chirico said on the meeting that the Group has made a new future plan for Calvin Klein brand.

The president and CEO of PVH Group Emanuel Chirico said on the meeting that the Group has made a new future plan for Calvin Klein brand, and believed that it will start to produce results next year. The key of the future plan is to improve the quality, emphasizing the design to strengthen the brand image in the market.

PVH Group, who bought Warnaco with the price of $2.9 billion on October 31, 2012, has possessed Calvin Klein brand on completion of the deal, while Warnaco will continue to hold Calvin Klein lingerie series.

It is reported that the third quarter performance of Calvin Klein brand is very ideal, with income rose 6.1%, which is up to $319.6 million, and operating income rose 7.3%, which is up to $92.4 million. The franchise business performance of Warnaco is not bad although the performances in the past few quarters are not very well.

Chaonan Underwear & Loungewear Fair 2012 Records Turnover up to 5.8 Billion RMB

Chaonan Underwear and Loungewear Fair 2012 came to a satisfactory ending on September 28th, 2012, with gross turnover up to 5.8 Billion RMB.



The Chaonan Underwear and Loungewear Fair 2012 was held at Chaonan, Guangdong, China from September 26-28th 2012.

According to official news, over 30 firms signed preliminary agreements, including raw material supply and production order, during the three-day trade fair. Overall turnover reached 5.84 billion RMB, which involved 174 domestic apparel firms and dozens of foreign companies.

The Chaonan District has come into being a complete industrial chain. Until Jan 2012, there were 10245 apparel firms in this area, including high-end labels Maniform and Autumn-deer.

Xiashan Town, Chendian Town and Liangying Town are three most famous underwear production bases in the region.

Nowadays, Chaonan District has become one of the most important underwear and loungewear production bases in Mainland China

Last year, output value of Chaonan District surpassed 32.9 billion RMB and its production volume took account for 40% in the domestic underwear market.

Embryform Launched “Cooperation & Appreciation”Conference in Dalian

Embryform, the leading enterprise in underwear industry and "the most valuable brand of listed company" in China Securities Golden Bauhinia Award, has jointed hands with the retail giant Dashang Group to launch "Cooperation & Appreciation" strategic cooperation conference in Dalian head office New Matt on November 29, 2012.

At the same time, Embryform also presented crystal cup to Dashang on behalf of the trust and cooperation, and expressed the most sincere thanks to the customers’ strong supports for many years.


The fashion conference of Embryform showed at the same period with its four big brands of Embryform, Fandecie, Comfit, Liza Cheng. The perfect combination of fashion and sexy, deduction of elegance and vigor brought a visual feast to the Dalian consumers.

As the major section of “Comfit”, the body caring brand of Embryform, also held underwear body new revolutionary activities in Dalian, helping the local women set up scientific and healthy body cognitive and updating their concept of healthy body.

2012年11月27日星期二

Bodibody Introduces New Seamless Male Underwear Range

Male intimate apparel brand Bodibody has launched a new seamless underwear range that applies to latest human-engineering design.



Bodibody marketing manager said, “Our latest male underwear range is specially designed for the Chinese market. After a comprehensive market survey and research, we have been aware of body changes of Asian male. Combining unique designs and latest Spandex fabrics, Bodibody introduces the new Seamless range to Chinese customers.







Featuring sleek lines and seamless design, the new collection can ensure firm support and great breathability. Our new underwear product can also build a ‘better bottom’ and meantime offer special protection for the crotch area.







I am confident that this new collection will receive positive response from Chinese customers.”







The collection is now available at our street stores and online shop, as well as nation-wide shipment is accepted.







In 2012 annual report, Bodibody announced stable growth against economic conditions following development and innovation in men’s underwear technology and design.

Australian Brand Zimmermann Announces the Expansion of E-commerce

Australian fashion life brand Zimmermann, which is known for fashion&chic design of clothing and swimwear, has announced its expansion of e-commerce on Nov.20th, 2012. Zimmermann’s online store Zimmermannwear.com opens to the customers except for Australia and United States areas for the first time.




Australian fashion life brand Zimmermann, which is known for fashion&chic design of clothing and swimwear, has announced its expansion of e-commerce on Nov.20th, 2012. Zimmermann’s online store Zimmermannwear.com opens to the customers except for Australia and United States areas for the first time, and now has started the delivery serivice in the United Kingdom, Europe, Asia, Canada, South America, the Middle East and the Caribbean areas.







Zimmermann's new customers can purchase a full set of clothing and swimwear collection through the e-commerce site. The site now is launching a new swimwear and holiday collection, which is suitable for holiday travel. Zimmermannwear.com will provide all customers with high quality services.







Mature femininity, clever color collocation and exquisite&innovative pattern reflect the essence of Australian famous swimwear and clothing brand Zimmermann. In 1991, Nicky Zimmermann with her sister Simone Zimmermann introduced the Zimmermann clothing line, and then the brand soon expanded to swimwear field.







As one of fashion swimwear brand, Zimmermann has led the trend in Australia and won a lot of loyal followers from then on. With beautiful sexy defined lines and fashionable colors and patterns, Zimmermann bikini and leotard have become the new benchmark for high-end swimwear. While the clothing line brings its unique style from the beach to the streets, is more and more popular by customers.







In addition to swimwear and clothing collection, Zimmerman is also involved in the split swimwear, children's clothing and accessories field and has become the preferred choice of a real fashion life brand for customers.







So far, Zimmermann has 15 independent stores in Australia, and has opened its first U.S. stores in Los Angeles, California in 2011.

Triumph Showcases AW12 Shapewear Collection in Guangzhou



Triumph Lingerie has unveiled the AW12 shapewear collection, Shape Sensation, at the Guangzhou Grandbuy flagship store, on November 22, 2012.



The collection includes padded bra, high-waisted control panty, shaping slip and bodysuit, featuring a range of hues from nude, cream, violet, black to blue. Also, you can find vintage –style corsets in the new collection.



This Triumph series are made of smooth and weightless Lycra fabrics. Bras feature an innovative spacer fabric, while the panties use bonded technology for a seamless finish.



The collection describes itself as a second skin of the body and provides the foundation from daily wear to special occasions.



The firm said on their website, “Shape Sensation takes control of your curves, creating svelte, sleek bodylines. Ultra-light, futuristic patterned Lycra adds a super modern edge and a ‘second-skin” feel’."



Triumph has built an outstanding reputation for comfortable and perfectly fitting women’s underwear.



The Triumph Grandbuy flagship store also provided professional fitting consultancy for customers, helping them to have a clear and deep understanding to their own curves.

Hello Kitty Underwear Brand Landed in China



Hello Kitty Rainbow Ribbon successfully entered the fourth floor of the Shanghai Dayue City on November 20th, 2012, and then a special brand promoting meeting was held there on November 24th, that is Hello Kitty’s first meeting in Shanghai. Pink journey will certainly blow through Shanghai, making more customers feel fashion and happiness from Hello Kitty!



Hello Kitty is a world-famous kitten born in London. The products that related to this lovable kitten have been popular in the world for more than 30 years. While as Hello Kitty girl’s series underwear, who obtains the authorization from Sanrio, also goes into the Chinese market with consistently sweet, elegance and cuteness.







Hello Kitty Rainbow Ribbon (R.Ribbon) is a new brand of girl’s underwear which is extended by Sanrio Hello Kitty. Sanrio Hello Kitty made ​​a new modification on hand-drawn style to Kitty’s original image, also made the shop in the natural-based style to meet the new brand’s need as well. Providing an opportunity for customers to have a close contact with Hello Kitty, Hello Kitty Rainbow Ribbon hopes everyone in the shop can find their favorite product, and meanwhile, shopping in a relaxing environment to enjoy the rainbow mood, which is brought by R.Ribbon.







Hello Kitty girl’s underwear, except for its grow series, which is tailored for those adolescent girls, also creates a unique type of underwear version for Asian women, bringing a magnificent pink journey for girl’s underwear market.







The newly image store of Hello Kitty girl’s underwear R.Ribbon is focusing on creating an exclusive living space for girls. With main tone – log color, which is close to the nature and cosy, the living space is not only emphasizing on pink, but also matching with bright and changeable colors.







Hello Kitty Rainbow Ribbon successfully entered the fourth floor of the Shanghai Dayue City on November 20th, 2012, and then a special brand promoting meeting was held there on November 24th, that is Hello Kitty’s first meeting in Shanghai. Pink journey will certainly blow through Shanghai, making more customers feel fashion and happiness from Hello Kitty!

2012年11月22日星期四

Indena Lingerie to Update Brand Image in 2013


Indena Lingerie is planning to alter marketing strategies in the coming season, with a new brand image and product style to meet the Chinese customers.





"Blue means freedom, fair and peace. As a French apparel brand, Indena Lingerie wants to convey the Blue culture to Chinese women. Therefore, we have selected blue as the predominating hue for the label in the coming season.”







"Indena is creating a new life freedom for every woman. It means that we are creating comfortable lingerie and loungewear products that are significant to our life.”







"2013 is an important year for Indena. We would like to add new elements into our brand operation, including visual image, product range and internal structure.” Indena Lingerie General Director said.







Built in 1998 at Shanghai China, Indena Apparel Inc. is a comprehensive cloth company, business catalogue ranging from lingerie, men’s underwear, sleepwear, loungewear to thermal wear.







After ten years’ development, Indena has expanded to Russia, Poland, Ukraine and Kazakhstan. Also, there are independent offices in Shanghai, Guangzhou and Shenzhen respectively.

2013 S/S China Fashion Week Started

2013 S/S China Fashion Week started in Beijing on October 24th, 2012, which lasted for 10 days till November 3rd.



There were 50 apparel brands and related fashion organizations from women’s dress, men’s clothing, wedding dress and shoes areas attended this grand event. 51 fashion designers at home and abroad held 44 fashion shows surrounded by women’s dress, men’s clothing, wedding dress and shoes. In addition, more than 150 new designers participated the design competition finals.



The Chairman of China Association of Fashion Design Li Dangqi said “ We combined the fashion shows and fashion design competition together this time. The fashion shows are about the fashion trends of the coming 2013 Spring&Summer, while the fashion design competition is for the designing talents to reserve forces. This is also the difference between China Fashion Week and other countries’ fashion weeks."



As the first one of the fashion show, NE·TIGER released 2013 SS Senior Custom Clothes under the theme of “Hua Song”, which lengthened the brand spirit of “Connect Ancient & Modern, Integrate Chinese & Western”, and finely combined the elegant, gorgeous and simple apparel culture in Song dynasty and light, transparent and soft international fashion trends in 2013 together, leading the audiences to a peaceful situation and the new fashion of Chinese clothes.


The huge consumption potential in Chinese market just attracted more and more international brands to have a try. Creating Chinese own luxury brand is not only about time but also the shaping and spreading of the brand cultural foundation. Luxury should be a marketing deed of culture but not just a commodity.




Just that night, "Ordifen Cup" China Lingerie Design Contest showed up its fashion charms. Li Xihe, the student from Hebei Science and Technology University, won the golden prize and market potential award through the works of “Corn poppy”. This is the eighth time that Ordifen International Group has cooperated with China Association of Fashion Design in searching of the direction of Chinese lingerie design. Green and eco-friendly went through with this competition.



As far as we know that another biggest feature of this year’s fashion week is to push apparel into cultural area. Besides the conference, China Fashion Week held photo exhibition and fashion drawing exhibition in honor of the 15th Anniversary of China International Fashion Week.

Maoren Has Been Selected As Top 50 Cutting-edge Lingerie

After the tight campaign of vote in 2012 Textile and Garment Industry, Maoren has been selected as top 50 Cutting-edge Lingerie . Established in 1998, Maoren (International) Hong Kong Co., Ltd is the only large modern brand operation group, which focuses on the research and development, manufacturing and operating sexy fashion underwear. The company has set up China Operations Center, and owned its 4 subsidiaries of sole-funded company, joint-venture company, wholly-owned company and holding company in Wuhan, Shanghai, Guangzhou and Hongkong respectively.







After the fissile development for more than ten years, Maoren now grows into a large garment enterprise with annual output value of over 1 billion yuan and sales networks throughout the country. Now the company has several well-known brands, such as "Miiow Classic", "Miiow Secret", "Miiow Kids", "Miiow Sexyzone" and "Maoren Vitality Collection".







"Maoren", as the leading brand of the Chinese fashion underwear, has achieved brand value of more than 3 billion yuan with its strong brand strength and a wide range of reputation. The company's existing product line covers fashion warm wear, bra, home wear, swimwear, yoga clothes, fashion tights and so on.







In recent years, inspired by the passion and dream of the enterprise spirit, a large number of high-quality talents have joined into Maoren enterprise. So the company is also to accelerate the improvement of supply chain management system, to enhance scrolling operations capabilities, forwarding fast to enterprise modernization, scientific management, operations institutionalization and market internationalization.







In the next three years, Maoren group is ready to divide forces into various market segments with its unprecedented compact arrangement. Comprehensively developing from brand, product, manufacture, channel and terminal levels, Maoren group is to fullfil its goal rapidly to create the sexy fashion industry Kingdom. In the next ten years, the enterprise will realize its aims of outlets over a million and sales exceeding 15 billion yuan, growing as China's most influential sexy fashion apparel industry group. At the same time, Maoren will enter into the international market, to create a new era of "leading fashion trend and creating the first oriental charming brand"!

Assya Hiridjee Creates Her Own Brand


French female underwear brand Monette will launch its first lingerie collection in La Reserve Hotel from Dec.13th to Dec.20th. The founder of this new collection is Assya Hiridjee, who was the former designer of French lingerie Princesse Tam Tam.

60 sets of lingerie will be debut and silk will be the main material. Prices range from £190 to £230 and the customers are from 35 years old to 50 years old. Designer Hirijee claims that lingerie is just a key one for the brand, besides, clothing and accessories will be emerged at that moment. The aim of Monette is to open flagship shops in Paris, and then spread into high-end department stores around the world step by step.


Asset Lingerie Launches 2013 Marketing Conference

Asset Lingerie has just launched a two-day marketing conference to announce latest development planning and strategies for 2013 at Yunnan, China.


During Nov 15-16, Asset Lingerie launched a marketing conference at Yunnan to announce the company’s latest development planning and strategies for 2013. Asset Lingerie’s General Director and marketing manager as well as nation-wide wholesales took part into the meeting.

Meantime, Asset Lingerie General Director unveiled the SS13 collection and signed new contracts with four new distributors, thus marking a new height of Asset – expansion into the western China intimate apparel market.

Asset Lingerie General Director said, “It is the contribution of all of our staffs, distributors and most importantly our clients that Asset can enjoy a stable and fast growth in 2012. And now, Asset has had over 3000 sales points in more than 30 cities.

Staff and customer are the resources that we value most. In the future, Asset will continue to carry forward and cultivate the Asset sprit – faithful, excellent, firm and innovative. We promise to offer high quality lingerie product to every Chinese woman.”

2012年11月14日星期三

LA ClOVER A/W 2012 New Collection


Top brand LA CLOVER insists on providing fitting lingerie for women, using luxurious stretch satin, unique ideas from the senior designers and newest technology to show women's natural confident expression from inside to outside.


1.LA CLOVER Pink Poison

Fabric & Pattern

The fabric of LA CLOVER is using Italian stretch satin, which is exquisite and smoothly comfortable to the skin. Pattern is the currently polupar big flower with some small blossoming flowers.


Cup Shape

3/4 thin & non-woven cup, and the thickness of cup is about 7mm, though the cup is small and delicate, it has good tolerance and well supports. Exquisite lace is sweety and sexy, which is suitable to match with big collarband coats.


Shoulder Belt

Shoulder Belt is using fixed superfine fabric, aero-pressure, matched with the unique U shape design, which can prevent the shoulder belt from gliding effectively and make one move freely.
2.LA CLOVER Dancing Glass


Fabric & Pattern

This kind of lingerie is using weft knitting superfine fabric, which is soft to touch, comfortable to wear, and the design is generous and sweety.

Style

The breifs with delicate and small mid-waist design just highlight the slender legs. In addition, the design in waist is cosy and practical to move freely.

Crotch

Using 100% pure cotton fabrics, the crotch is close to skin, very comfortable. In particular, strong wet absorption ability can bring you the feeling of nature and health.

3.LA CLOVER Dreaming Neuschwanstein Castle


Fabric & Pattern

This collection uses ultra-thin mesh matching with stretch satin fabric. Vivid flower patterns are just like the spread-open wings butterfly, which is sexy and elegant.

Style

Classic waist straight angle design has a good package hip ability. Three-dimensional structure of crotch make one feel more comfortable.

Crotch

Using 100% pure cotton fabrics, the crotch is close to skin, very comfortable. In particular, strong wet absorption ability can bring you the feeling of nature and health.



Eres Accelerates Its Global Expansion

Chanel subordinated brand Eres lingerie will open its first flagship shop in Kiev, Russia on Nov. 25th, also it will open another shop in St. Barth on Dec.1st.


Early in August, Eres has already opened its first store in Russia., and in September, Eres set up its first shop in Istanbul, Turkey.

Eres managing director Olivier Mauny said that the chance in Russia market is mature. Eres believes that Russia is a promising market in consideration of the purchasing power in European Eres flagship shops from Russia tourists.

For why proceeding expansion in Turkey, Olivier Mauny claimed that on one hand, compared with other countries in Europe, Turkey has a better economic condition; On the other hand, the coastal city characteristics of Istanbul can help the brand’s expansion. Also, Caribbean St. Barth is a suitable place for expansion since there are so many high-end customers.

Last Spring,Eres opened its first independent store in Las Vegas Crystals City Center and Toronto. In particular, Toronto store is located in Cumber Street, the heartland of a wealthy area.

By the end of 2012, Eres will has 31 regular chains and franchisees around the world.

2012年11月8日星期四

Shapewear Giant SPANX Opens the Fisrt Regular Chain


Shapewear giant SPANX will launch its first regular chain in this Friday and it plans to begin its global expansion to challenge other lingerie giants.


SPANX’s first regular chain will be opened at TysonsCorner Center, a top-end shopping center located in McLean, Virginia. McLean is a suburb of Washington DC, whose per capita income there is over $80,000.

Products of SPANX were being sold in 11,500 department stores, boutiques and online stores around 40 countries in the world, however, SPANX has never run independent retail store. This Friday, Sara Blakely will go to McLean in person to cut the red ribbons for Spanx’s first retail store. Early in March, the CEO of SPANX Laurie Ann Goldman said to the Forbes that the next step of Spanx was overseas expansion. “Our international business is just beginning.”Goldman said.

Ten years ago, Sara Blakely began to sell her invention, a modern design tight, and her counter was a folding table inside Neiman Marcus.

Now, the status of SPANX in lingerie dustry is equivalent to Kleenex’s status in the paper towel industry: Spanx is representative of shapewear brand and its profit amount in 2011 was nearly $250 million. The shapewear giant enterprise makes 41-year-old Sara Blakely becoming one of the world’s self-made young female billionaires and being on the cover of Forbes Magazine.

Wacoal Releases“WARM & SOFT”Warm Wear Collection


Is really feeling warmer when wearing more clothes in winter? Absolutely not!Choosing a good warm wear is the key point.

Wacoal AW12 new “WARM & SOFT” warm wear collection, adopted imported SOFTWARM yarn, can absorb sweat from human body and translate dampness into heat energy to realize heating warm. Meanwhile, it can also discharge excessive dampness outside and keep the body dry. Superfine yarn makes the warm wear more light and soft. What’s more, Wacoal added fashion design into its warm wear, which is becoming the visible fashion through the fashionable elements, current color tones and elegant details.

Who says one can’t own both fashion and warmth? Wacoal “SOFT&WARM” warm wear not only makes the fashion pioneers no need to endure the winter cold any more, but also gets the distance closer between warm and glamour when wandering in the prosperous city.

2012年10月11日星期四

DuPont & Pacific Textiles Co-optimize Cotton Textiles Production


DuPont announced that DuPont’s enzyme, latest innovation co-working with Pacific Textiles, can be used to replace traditional chemicals in cotton textile processing, so as to save time and water in production course.

DuPont claimed that the enzymes are derived from natural resources and are friendly to environment. Massive water and energy can be reduced if the enzymes, called PrimaGreen, instead of traditional caustic chemicals are used in the processing course.

DuPont Industrial Biosciences Vice President John Panieri said, “The results of these text conducted by Pacific Textiles show that we can bring it to real full factory scale. It offers a more eco-friendly, high-quality and cost-effective alternative for cotton textile manufacturing.”

The results prove that the PrimaGreen, as a replacement for traditional chemicals in cotton textile processing, can averagely reduce 70 percent water and 27 percent energy.

Products made by these cottons also show good whiteness value and maintenance of fabric strength and weight after examinations.



Invista Launches First Textile Research Center in China



Fiber specialist Invista launched the first textile research center in mainland China. With gross investment up to 7.3 million USD and total space over 3000 sqm, Invista continued to expand the China market.

The new research center was built in Qingpu, a district of Shanghai, China. Its foundation demonstrated Invista’s commitment to develop innovative technologies and products. It was planned to speed the development and application of new fabric and to enhance customer’s competitive edge.

Executive vice president of Invista Dan Kotkin said, “Our vision for the apparel business is to create value through differentiation in areas such as products, operations and services, to help local customers give their products the edge they need to succeed in this highly competitive market. Building this research center, our fourth in the world, is a milestone in our strategic focus on China. We hope accelerate development and innovation in the apparel and textile industry in China. We will continue to deliver industrial innovations to Chinese customers.”

According to the press release, the new center will focus on application and commercialization of new fibers, fabrics and garment innovations. Besides, it will offer customers different texts and solutions on various aspects, including yarn knitting, dyeing and finishing.

Except for the Chinese research center, Invista owns other three facilities in US, Italy and Taiwan.



2012年9月13日星期四

Huit Autumn Winter 2012 Llingerie Collecton


Global Intimate Wear

http://news.globalintimatewear.com/Collections/7135/Huit_Autumn_Winter_2012_Llingerie_Collecton.html


Huit autumn/winter 2012 lingerie collecton brings you back to roaring 1940s Pairs with soft and structured design.



The quirky Evivoque style embraces a mix of vintage and modern in a range that comes in black and violine, and can be sold as a full cup or air bra with matching thong or brief.



Icone delivers an elaborate graphic look with extensive trim work and border detail. The modern range is available in black and dark pink and comes with a half cup bra and range of shaping briefs and bodies.



Rumeur is all about romance and comes in black or red with floral lace.



The Parisian district of St Germain in the 1940s is captured in this collection of semi-sheer graphic print lingerie

2012年8月29日星期三

Calvin Klein Underwear launched Autumn 2012 New collection

http://news.globalintimatewear.com/Collections/7020/Calvin_Klein_Underwear_launched_Autumn_2012_New_collection.html


In August 15th, Calvin Klein Underwear, owned by Calvin Klein, Inc. launched its autumn 2012 collection global Ad campaign. In August 15th, Calvin Klein Underwear, owned by Calvin Klein, Inc. launched its autumn 2012 collection global Ad campaign.

Produced by well-known photographer Steven Klein in New York and modeled by Holland supermodel Lara Stone, The black-and-white campaigns used the black and white colors to contrast the enchanting curve so as to promote Calvin Klein Soft-wire Push Positive collection in autumn 2012.

Calvin Klein Underwear flagship stores echo this new collection campaign through fresh and bright visual effect. At the same time, iPad application is also introduced to inside store, aiming to let salesmen provide products information and assist sales in an interactive way. The deliberately selected Calvin Klein Underwear’s flagship stores around the world will equip the above promotion tools. In addition, key markets in America, Europe and Asia will exhibit window posters outside stores.

Calvin Klein Underwear’s latest collection “Push Positive” has perfect design of function which makes female’s breast sexier, more comfortable and more flexible, creating an inside-out sexy and minimalist style, to be considered as the ultimate solution of modern women’s underwear. Compared to traditional bra’s wire design, the Push Positive adopts creative plastic wire processing technique to make women breasts’ curve more enchanting. This new type butterfly shape underwire, flectional and extremely light, can concentrate breasts and bring the comfort than ever. Soft and bright micro fiber and bikini series feature timeless and classic black mesh lining matching with rich colors.

Still ranking the first place of global models, Lara Stone continues her many years’ cooperation with the brand. Her earliest catwalk show for Calvin Klein Collection is in spring 2007. Since 2012 autumn, her participated in the Calvin Klein’s own brands’ advertising photoshoot.



Figbt Launches Ordering Conference for SS13 Shapwear Collection

http://news.globalintimatewear.com/Brands/7022/Figbt_Launches_Ordering_Conference_for_SS13_Shapwear_Collection.html


Chinese-based shape wear brand Figbt launched pre-ordering conference for the SS13 shapewear collection at Shenzhen China on 13th Aug 2012.

Named as “Catch the opportunity and win the future”, the pre-ordering conference of Figbt was held on 13th Aug at Shenzhen China. Reviewing the year of 2012, Figbt had great development both on function and design. The presence of various fashion shows also enhanced the brand image of Figbt.

In the face of the burst of a variety of shaping wear labels and rise of Chinese underwear market in recent years, Figbt confronted the challenges and developed itself based on 14-year experience on shapwear production.

Figbt showcased the SS13 shape wear collection in the meeting and the attendee expressed their preference to this new range. Detailed stage design, gorgeous models and considerate arrangement received much applause from the audiences.

The conference is made up by three parts: fashion catwalk, function revelation and explanation of 2013 marketing strategy. The new collection consists of six ranges and each one has unique style and function.

"Dealers have a profound and all-rounded understanding on Figbt via the conference. At the same time, Figbt also hope to deepen our cooperation with agents in different provinces to achieve a bright future”, Figbt marketing director said in the trade fair.



St.sun Launches SS 2013 Underwear Fabrics


http://news.globalintimatewear.com/Mechanisms/7012/2/St_sun_Launches_SS_2013_Underwear_Fabrics.html
Since St.sun pupa protein fiber was launched in market, it is paid more and more attention by underwear industry, for its silk-like smoothness and cashmere-like softness, as well as 18 kinds of amino acids contained in silkworm chrysalis protein that can moisturize skin, prevent ultraviolet, and protect environment.

Since St.sun pupa protein fiber was launched in market, it is paid more and more attention by underwear industry, for its silk-like smoothness and cashmere-like softness, as well as 18 kinds of amino acids contained in silkworm chrysalis protein that can moisturize skin, prevent ultraviolet, and protect environment.

Recently, in order to expand the St.sun pupa protein fiber’s scope of application, strengthen its influence on market and provide better service to downstream brands and enterprises as well as terminal consumers, members from St.sun club has researched and developed T-shirt & underwear fabrics for spring summer 2013 collection. These fabrics’ main components are pupa fiber+modal+spandex, pupa protein fiber+natural silk+spandex and pupa protein fiber+copper ammonia fiber and spandex blend fabric. The blending of the several superior fabrics will definitely become the favorite of downstream enterprises and terminal consumers.
St.sun pupa protein fiber is a new type biomass fiber which comprehensively utilizes the polymer technology, chemical fiber spinning technology and biological engineering technology to blend pupa protein with natural fiber. High technology is adopted during processing, so when fiber takes its shape, protein can densely gather together in the fiber’s surface to form the skin-core structure protein fiber.
The invention of this new type natural biomass fiber, made with quality animal protein+pure natural plant fiber and winning the national invention patent, is another big innovation in world man-made fiber history and create a new era in the history of the fiber.
Under the whole background of the shortage about global oil resources, synthetic fiber production cost will gradually increase, and the growth volume will also be restrained too. Moreover, as the improvement of the living standards, people have higher demands textile products’ comfort and eco-friendly. Nature functional textile products gradually dominate market. After several years’ research and development, Yibin Grace Group successfully invented “St.sun” pupa protein fiber, resembling silkworm silk with its light and elegant appearance and cashmere with its smooth and soft touch. It offers more choices for high-grade textiles & apparels design and development.












2012年8月15日星期三

Chic Swimsuits Designs in Current Season

A lot of swimwear designers have taken traditional route to design sporty suits to cater for beach bunnies and surfers. But some ingenious designers make some interesting swimsuits that is really trendy in the beach now. the Hawaiian prints shorts and animal print swimsuit are among the most fashionable suits. A lot of swimwear designers have taken traditional route to design sporty suits to cater for beach bunnies and surfers. But some ingenious designers make some interesting swimsuits that is really trendy in the beach now. the Hawaiian prints shorts and animal print swimsuit are among the most fashionable suits.

In both women’s and men’s swimwear, the soft colours with Hawaiian e prints and Prints inspired by meadows, floral design are among the most fashionable trends of the season.

For men who want to select the swim shorts that are both chic and cost effective can choose the bright board-shorts inspired by Hawaiian design or the ones with mishmash print from floral patterns.

Animal prints are also favoured by lots of people. Though men are not so such fond of the leopard or snake print, but women are totally into it. With a few accessories such as a sash or jewellery, you can make your swimsuit more interesting and charming.

Anyway, make sure that you try on the suits before purchasing. If you really don't like them, you don’t have to force yourself to wear it just because they are trendy. You totally have the choice to decide which design suits you best.



Embryform Lingerie Helps Every Woman to Maintain Perfect Body


Comfit, sub-line of Embryform lingerie, is set to launch fashion campaigns all over China to promote lingerie knowledge to help women to maintain their perfect body line.

At their first fashion campaign in Shenzhen one month ago, Comfit lingerie explained the difference between lingerie and shape wear and at the same time introduced the advantages of Comfit lingerie.

Comfit’s technology manager said, “Comfit lingerie is a new invented product that combines the softness of daily underwear and function of shaping wear. Its advantages lie on fashion appearance, great fitness and skillful craftsmanship. Every piece strikes a balance between lightweight and great shaping effect. Special fabric makes sure that every lingerie item can offer great protection and comfort for women, because they are made by breathable material with memorial ability.”

"Considering on figure of Chinese woman, we make lingerie item with good shaping effect. Our goal is to make women to maintain perfect figure in their daily lives and to offer good protection and comfort”, he added.

Jonny Zhang, marketing manager of Comfit lingerie, also explained the harm of wearing traditional shape wear. “For example, forceful compression may block blood circulation and lead to skin allergy. Comfit lingerie refers to harmless shaping wear that can shape health and curve.”

It is said that Comfit lingerie fashion campaign will be also held in Beijing, Shanghai, Wuhan and Chengdu later this year.



An Interview with General Manager of Private Shop, HK-based Luxury Lingerie Retailer


In Shenzhen Underwear Fair 2012, luxury lingerie retailer Private Shop General Manager Songxun Lin talks about Chinese lingerie market and company’s future development.

Q: Private Shop appeared in Shenzhen Underwear Fair for the first time. What do you think about Shenzhen Underwear Fair?

A: This is the first time that Private Shop took part in underwear fair as an exhibitor. We participated in many foreign lingerie fairs to search for good lingerie label.

Q: How many lingerie brands did Private Shop display here?

A: We showcased many luxury brands from the western, including Ritratti, Aubade, Marie Jo, Princess Tam Tam and Andra.

Q: In your opinion, what are the main lingerie trends in 2012?

A: Various shape wears can be seen in worldwide lingerie shows, so I think shape wear product would be one of the main trends in 2012.

Q: What do you think about the Chinese lingerie market?

A: With rising demand for luxury lingerie, many European labels try to enter into the Chinese underwear market because of their advantages on craftsmanship and experience.

Q: How many flagship stores is Private Shop running in China mainland?

A: We have sales points in most large cities in China, such as Shenzhen, Guangzhou, Shanghai, Suzhou, Chengdu, Beijing and Shenyang.

Q: Please share with us future development direction of Private Shop.

A: Private Shop would pay more attention to customer service. Underwear is a piece of clothing that is next to our skin. We will continue to cultivate professional servants to help our customers to pick up the one suitable to her most.



2012年8月7日星期二

Introduction of Different Styles about Swimwear



Over the years, swimsuit styles have evolved tremendously. In Victorian times, women wore heavy wool swim dresses that almost covered their bodies completely. Nowadays, many swimsuit styles leave very little to the imagination. Besides, swimwear has variety styles and colors catering for different people. Here is a brief introduction to the most common swimsuit styles. We hope this information will help you know more about the swimwear and make your swimsuit shopping more easily. Over the years, swimsuit styles have evolved tremendously. In Victorian times, women wore heavy wool swim dresses that almost covered their bodies completely. Nowadays, many swimsuit styles leave very little to the imagination. Besides, swimwear has variety styles and colors catering for different people. Here is a brief introduction to the most common swimsuit styles. We hope this information will help you know more about the swimwear and make your swimsuit shopping more easily.

One-piece Swimsuits
One-piece suits are traditionally the most popular. One-piece suits come in a wide variety of cuts and styles and may either be solid colored or patterned. One-piece suits are good for most body types, although depending on the cut of the leg and the neckline, buyers may need to be cautious.

In the past the most common one-piece suit had over-the-shoulder straps, but today's more modern twist on the one-piece includes racer back straps or even strapless versions. Racer back suits are better for large-busted women who need additional support while strapless are better for small-busted women.

Here are some typical examples for you to better understand.

Maillot
In designer's terms, a maillot is your traditional one-piece swimming suit which typically cuts high in the leg. It normally features a scoop neck and two tank straps. The straps vary in thickness from a couple inches wide to thin spaghetti straps.

A maillot would have been easier to swim in and appeal to opposite sex. It is quickly taken over as the bathing apparel of choice for women. With time, the maillot evolved, with a lower or keyhole neckline and higher cut leg holes.

Racerback Swimsuit

This is the type of suit that you see on Olympic swimmers. The racerback top is a style of swimsuit whose straps cross each other or meet in a “T” shape across the back.

The design keeps the straps from slipping off of the shoulders during activities and is purported to provide better breast support and enhance posture slightly by pulling the shoulder back. The racer style back allows full movement of your arms. This is the perfect style for any competitive swimmers.

Monokini


A monokini refers to several types of women’s swimwear based on the bikini style, in some cases the monokini is merely a bikini bottom, worn without the top. This is the most common form, which is used quite frequently in countries where topless bathing is the norm. The monokini of this type may have shoulder straps that help keep the bottom in place but does not cover the breasts.

A more elaborate type of monokini, which covers the chest, is usually ranked among the sexier swimsuits. Taking inspiration from the bikini, the monokini of this type is a one-piece garment that has large cutouts of fabric over the stomach and most of the upper back. Small chains, straps, or thin pieces of fabric may form a connection between the chest and bottom portion of this form of monokini .

Swim Dress


On the other end of the spectrum is the swim dress. This one-piece swimming suit has a built in skirt that provides extra coverage of your stomach, butt and upper thighs. It's a common swimsuit style that is normally available in plus-sizes and maternity wear. Swim dresses are popular among larger women who don't want to show off their thighs. Swim dress is a basic one-piece swimsuit with an added skirt. The skirt covers the top of the thigh.

Slingshot


Slingshot, also called the sling bikini or the suspender bikini, is another very revealing one-piece swim suit. The bottoms resemble bikini bottoms but they have straps that come straight upward and cover the nipple area. The sides of the suit are completely open. The straps come over the shoulders where they connect into one section which continues downward and becomes the thong bottom. You might associate this type of swimsuit with Borat or female body builders.


Two-piece Swimsuits

The two-piece swimsuit has gained popularity in recent years and is more favored by younger women, for it can expose their mid-section and show their sexy curves to largest extent. Two piece suits can be in a tremendous variety of styles and fits, including classic bikini, string bikini, halter top bikini and Bandeau Top Bikini. Not all of these suits are suitable for you for all occasions, so you should carefully choose when you buy them.

Classic Bikini

A classic bikini top is shaped very similar to a traditional bra. It features two cups (which can have underwire support) and straps that go over the shoulders and connect to the band across the back. The classic bikini bottom offers complete coverage of the groin and buttocks. The legs are cut high. This swimsuit style is similar to a high-cut panty.


String Bikini


String bikinis are characterized by small triangles of fabric that cover the breasts, buttocks, and groin, held together with thin straps. The top is comprised of two triangle shaped pieces of fabric that cover the breasts and are connected across the chest with a string that ties in back. Another two strings come out of the top of each triangle and tie at the back of the neck.

Bottoms can come in a variety in styles, but typically, the more conservative bikini well feature a low-rise of fuller coverage bottom that ties the hip. String bikini thongs use far less fabric: a triangle covers the crotch, narrowing into a thong that leaves the buttocks almost entirely exposed.

Halter Top Bikini


The halter bikini top features a plunging neckline and straps that tie around the back of the neck. This lifting top is great for women who want to appear as if they have bigger breasts. A halter top bikini generally comes with wider or thicker straps than triangle top styles, that’s exactly why halter swimsuit tops are a great option to provide additional support in the breast area.

Most of the halter bikini tops usually tie at the neck and back, allowing you to adjust your coverage preference. Halter swimsuits feature luxurious embellishments like ring detail, bows, sexy prints, and gold hardware.

Bandeau Top Bikini





Bandeau tops generally refer to strapless tops but many either have center straps that tie around the neck, or come with a removable strap. It features one piece of fabric stretching straight across the chest. The type of bikini provides extra support and is suitable for the women who have large breasts.

For years, women have been falling in love with sexy bandeaus; not only do they lack the halter straps that tie behind the neck, which many find to be uncomfortable at times, but with bandeau tops you can also forget about those annoying tan lines!

Swim sports Bra


As the name says, this is a sports bra style top. It's great for women who swim competitively, boating, canoeing, walking the beach, floating surf or other water sports. This swimsuit provides extra coverage and supports your breasts. Since there is no adjustment to tie/cinch it tighter, this can only be used for activities that do not require a lot of movement.


Tankini


The tankini is a new twist on the classic bikini. This swimsuit style has been popular for the last four or five years and will continue to be so this season. Instead of a bikini top, this two-piece suit features a tank top instead. This is a great option for women who want the flexibility of a two piece suit without revealing their stomach.


Thong Swimsuit


The thong bikini offers full coverage in the front side, but only a small strip of fabric in the back. It appears like a traditional one piece suit but features a thong back, which leaves the butt exposed. Obviously, this suit isn't the best for competitive swimming or water sports, but many people think it's sexy. Even more revealing than the thong, the G-string features merely a string in the back. It's definitely not the choice for shy women.



Competitive Swimwear



Competitive swimwear generally refers to the swimsuit specially used in the aquatic sports of swimming and diving. Competitive suits fit tighter than workout suits and are made from thin, highly engineered fabrics. It must be lightweight, fit properly, and provides little resistance in the water.

Women competitive swimsuits cover the area from their knees to their chest. Straps going over the shoulders hold suits in place, but the arms and neck must remain bare. Men competitive swimsuits generally have three types: one is the neck-to-body suits that encased male swimmers like gleaming pill capsules; the second type suits called jammers cover from below the waist down to the knee; the third is just like shorts cover only butt and upper thighs.

Speedo, the best well-known competitive swimsuit brand in the world, is still a leader in the field. It introduced the Racerback, the first swimsuit designed to give racers more flexibility and speed in the water. Then, Speedo introduced Fastskin, based on sharkskin design in 2000. Athletes wearing Fastskin suits broke 13 of 15 swimming records during the Sydney Olympic Games that year. All 47 medal winning swimmers wore these suits at the Olympic Games in 2004, including Michael Phelps.

No matter what style of swimsuit you choose, consider both your body type and the location where you will be wearing it. Obviously the more revealing styles may not be appropriate at a family beach or pool. The most important factor, however, is your comfort. Not only should the suit fit well but also be physically comfortable, you should be confident when wearing it. Select a swimsuit style that you love and flaunt your asses or breasts.


























Irina Shayk Showcases her Curves in Agua Bendita's Swimsuits





Irina Shayk sizzles in a new campaign for Colombian swimwear company, Agua Bendita. Shayk follows in the footsteps of the likes of Bar Refaeli in fronting the designer's 2013 campaign.

Posing up a storm in a new campaign for Colombian swimwear company, Agua Bendita, the Russian supermodel positively sizzles in a series of sexy shots.

Showcasing the swimwear in all its glory, the star followed in the footsteps of the likes of Bar Refaeli in fronting the designer's 2013 campaign.

But despite looking absolutely fabulous on the stunning model, the skimpy attire wouldn't be most women's choice of beach wear.

Shayk has had plenty opportunity to show off her figure in recent months, enjoying sun-soaked breaks in St Tropez and Thailand with her boyfriend, Real Madrid footballer Cristiano Ronaldo.



2012年8月2日星期四

An Interview with Elizabeth Hurley



British actress and model Elizabeth Hurley became hotter with her role in Gossip Girl. Besides her intelligence and boss mind in Gossip Girl, she is also brilliant in the real world. Elizabeth Hurley is not satisfied with her fame in TV but expands her reputation in fashion with her her swimwear brand Elizabeth Hurley Beach. She talks exclusively to Kat Slowe about the swimwear brand. Let’s go and see.


Q1: Why did you launch a beachwear collection?

I decided to venture into Beachwear not only because I’ve always been obsessed with holiday clothes, but also because it’s an area where women, regardless of shape or size, can either look amazing or really get it wrong. I wanted to come up with some styles that make people look great and develop a resort collection which would make a woman feel fabulously sexy at any age.

Q2: How has the sector developed in the past six years?

More and more people are seeking the sun throughout the year and the days of women only buying swim for summer vacations are long gone. We have two collections, which we deliver in October and January.

Q3: Why did you choose to exhibit at the Mode City show?

Traditionally, we have sold mostly to the US and to exotic resorts worldwide. However, we would love to be more accessible to European buyers, hence exhibiting at Mode City. We have many loyal internet customers throughout Europe, all of whom would love to be able to buy from stores too.

Q4: You already do beachwear and bed linen. Would you consider lingerie?

Actually, I’d love to design a lingerie collection-it could definitely happen!

Q5: How has modelling helped you to design swimwear?

My experience of being a woman panicking about packing for vacation has helped me more. Packing a perfect capsule wardrobe, which fits and is flattering and comfortable is not something that happens by accident. Too often, we all lug unnecessary stuff and still find nothing works together and we feel uncoordinated. Good quality swim should last for years, and beautiful kaftans even longer. It’s all about making sure you have a great cover up for each piece of swim. It’s hopeless having the sexiest bikini in the world and no sarong or kaftan to slip over it.