Monday, March 16, 2009
FRENCH LINGERIE LINE RELAUNCHES
CURVE EXPO, JAVITS CONVENTION CENTER NY
Words/Images Judith Ecochard, AND courtesy of PASCALE MADONNA
As dual (American and Euro) citizens…we notice a lot of garment-al differences in style …between residents on either side of the Pond.
We were reminded of this cultural phenomenon at a recent chat with the creative and sales team behind the reinvigorated Pascale Madonna French lingerie line. And, in particular, the American female habit of wearing comfy underwear everyday, reserving “fancy” lingerie for going out, versus European gals penchant for wearing the fancy “look at me” lingerie seven days a week.
Working with “retailers’ feedback from our first capsule collection…” noted Joel Clark Orenstein, President and CEO of Fashion Ribbon (owner) Pascale Madonna has grown considerably from her “scalloped sea shell signature look” into “a greatly expanded fashion story, and, sizes that will accommodate women from cup sizes A to DDD…with added expanded price points, ranging from the luxurious Platinum collection of $80-$95, to fashion core basics and color infusion groups (including “Paris”), retailing from $60-$75.”
A highlight of the afternoon was our bonne mots with Madame Pascale Madonna herself about her eponymous collection. “Our fabrication is beautiful,” she proudly told us, “…with back and side trims, beautiful lace, and evening wear details (Platinum Collection) to give our customers a complete look.”
“Our core styles of basic pieces sell the most in America,” Madonna remarked. Luckily for this country’s diverse population, there are seemingly limitless styles of under things, including Padded and Unlined Plunge, Balconettes, Bralettes, and Molded Demi bras (some with a “smooth, seamless cups for American market”). Cheeky hipsters, Brazilian thongs, boyshorts, and hipsters are amongst the bottoms that compliment the bras.
For Fall 2009, Pascale Madonna plays on the “girl next door-cute, sexy/stylish” themes. Retailers were particularly keen on the woven crepe and stretch power netting of the “Carla” group (featuring a sensuous padded plunge and padded balconette bra styles with intricate pin tucks and ladder stitching)---and the retro flavored “Noemi” group fashioned from stretch crotchet lace and stretch microfiber. Our French side definitely coveted the oh-la-la stretch power netting and crotchet lace fabricated “Sophistique” pieces- with two tone color options (crème/noir, rouge/noir) in a chic thong with a wide waist band and plunge bra.
The Platinum line- that boasts more luxurious “flirty French” trims is “comprised of elegant fabrics such as woven crepe, point d’esprit, lace and silk.” From this upscale group- the “Christie” collection garnered the most interest of nationwide buyers.
Colorwise, neutrals like Black and Nude continue to dominate sales for Fall ’09 (no surprise). But Pascale Madonna has added many flattering tones like shimmery silver, a pale peach, a “wood pink”(rose), coral, “so beige,” soft pink, “kiss red,” and a deep purple for autumnal and holiday deliveries.
INFO: Pascale Madonna Paris will be sold at better department and specialty stores across the country. PASCALE MADONNA