Up Front Engineering ~ Curvy Kate

I have been watching a lot of HGTV lately. It’s my newest television obsession besides my occasional Netflix binges. I am completely mesmerized by the way these entrepreneurs take houses with great potential and transform them into intelligent investments. Most of these dwellings have innate character, perhaps visionary at their birth but now in need of a contemporary facelift. It’s fascinating to see how subtle changes can change the entire perception of a commodity’s worth. What satisfaction it must be when a buyer recognizes the value and supports the process to a profitable conclusion.

I am not sure how the cheeky Curvy Kate brand might feel about my correlation of their new garment construction updates to the renovation of a home, but their current fitting message is a perfect metaphor. This dynamic British company burst into the global world of lingerie 5 years ago with their innovative media campaign, Star in a Bra™ celebrating a fuller busted women.  Proffering their message of fashion fun for girls with a kitschy attitude, they have made great inroads into the world of curvy intimates and swimwear. But like any new foundations venture, they hit some fit glitches. I have been watching closely to see how they would address these needs. I spent time with them recently to review their new up front engineering approach to fit and, frankly, I was impressed.  The Ellace balconet bra is a prime example of the improved Curvy Kate fit. Already a bestseller, the stretch lace along the top of the cup combined with their flat seam lift enables flexibility with substantial support for 28-44, D-K cups. Yet, it remains true to their signature sassy aesthetic. Sometimes the smallest tweaks can make all the difference in a product’s viability.

“Everything Is Perfect And There Is Always Room For Improvement”
~Shunryu Suzuki