by Moira Nelson as seen on BralaMode

Bare Necessities Launches BarePlus for Curvy Girls Just Like Us!

Today, everyone in the Intimate Apparel industry is familiar with BareNecessities.com.  But I grew up with them.  The company was around long before they were a dot com.  Initially, Bare Necessities was a well established family-run, brick-and-mortar retailer with a few boutiques in central New Jersey.  I remember them as the intimate apparel store you visited if you needed specialty intimate apparel that couldn’t be found at my local Sears or at the Monmouth Mall.  My Mom took me to one of their shops for a strapless/backless bustier to wear to my junior prom.  Of course, that was ages ago…. (But I think I still have that fiber-fill “contraption” tucked away in a box along with the prom dress.)  Since launching as BareNecessities.com in 1998, they have emerged as the number one multi-brand online lingerie retailer.  And for good reason… they have always been ‘ahead of the curve.’

As a champion of curvy girls, I am pleased to announce that Bare Necessities launched a new online boutique designed specifically for curvy women called BarePlus by Bare Necessities.  And, I am honored to say that I was invited to attend their press conference at the Warwick Hotel in midtown Manhattan this afternoon where I received the news firsthand alongside fellow intimate apparel industry professionals, influential bloggers, publicists, media and press.  The theme of the event was “inclusion” for E.V.E.R.Y.O.N.E.

The announcement regarding BarePlus came along with news of a Curvy Fashion Show to be hitting Fashion Week in September 2012.  Jeff Grinstein, CEO of Jeff Grinstein Entertainment which is responsible for the Curvy Fashion Show, stated that the new fashion show will be a high-end couture show that is dedicated to serving the full-figure woman and that it will change Fashion Week forever.

BarePlus by Bare Necessities will feature more than 500 bras that fit sizes 38A – 56J, including everyday bras, sports bras, and sexy bra and panty sets.  The website, www.bareplus.com, will offer more than 1,000 styles of plus size lingerie, hosiery and swimwear, from 81 brands including Elomi, SPANX, Bali, Wacoal, Hanky Panky and Calvin Klein.

“The launch of BarePlus reinforces our commitment to serving the woman with curves,” said Jay Dunn, Chief Marketing Officer for Bare Necessities.  “The launch marks the beginning of our effort to build the best shopping experience for curvy women.  Over the next several months, you’ll see more features, photography representative of our customer, and exciting new products from the world’s best brands that you won’t find anywhere else.”

BarePlus marks the first major effort executed by Dunn since joining Bare Necessities in 2011 as its first Chief Marketing Officer.  Dunn came from Lane Bryant, where he had been the mastermind behind the landmark “Red Bra” ad campaign.  The advertisement, which ran on American Idol, featured a plus size model flaunting a sexy red bra and panty set and became a national sensation after it was initially banned by both ABC and Fox for showing too much cleavage. The controversy ignited a national debate regarding how curvy women are portrayed in the media.

At the Intimate Affair, Jay Dunn said that many curvy women are unaware of the vast number of brands available to them.  BarePlus brings all of the brands together in one place.  BarePlus.com and BareNecessities.com will coexist in a tabbed shopping environment, all with a shared shopping cart and checkout process.  Shoppers clicking on the BarePlus tab will see items available exclusively in plus sizes, with navigation and imagery tailored to the plus size product assortment.

Having worked in the intimate apparel industry for over a decade, I can say with confidence that BarePlus will be a true success.  And, as a curvy consumer, I know that there is certainly a demand for an intimate apparel site dedicated to serving the plus size woman.

Bare Necessities….Always ‘Ahead of the Curve.’

About Bare Necessities:
Bare Necessities is the second largest online lingerie retailer (only Victoria’s Secret is larger). Launched in December 1998, Bare Necessities has sold more than 5 million bras, and also offers lingerie, shapewear, swimwear, sleepwear, hosiery and men’s underwear from more than 180 brands, including Calvin Klein, Wacoal, SPANX, Hanky Panky, Chantelle, Elomi and La Perla.

by Moira Nelson

On Tuesday, January 31st, 2012, the Underfashion Club hosted its annual Femmy Gala at Cipriani 42nd Street.  The Intimate Affair was hosted by the witty and charismatic celebrity spokesperson Carson Kressley.  When asked to host the annual awards ceremony, Carson Kressley thought to himself, “I don’t know anyone as Femmy as me, so that sounds like it could work!”

The annual Femmy Awards Gala is considered the premier event in the intimate apparel industry attracting hundreds of professionals from all aspects of the lingerie industry and related fields.  The awards honor individuals and companies that have significantly contributed to the industry and its growth.  This year’s Gala honored:

Manufacturer:  Fruit of the Loom

Global Supplier:  Top Form Brassiere Mfg. Co. Ltd.

Innovation Award:  Penn Asia Company Limited

Lifetime Achievement Award: Victor Vega S.V.P. of I.P.S. Management – Wacoal America, Inc.

Proceeds from the annual event support the non-profit Underfashion Club’s extensive Scholarship, Awards, Internships an Grants (SAIG) programs.  These efforts bring to life the Underfashion Club’s credo of “Education today for a better tomorrow.”

 The highlight of the Intimate Affair was the 9th Annual Student Design Contest featuring the designs of Fashion Institute of Technology students who concentrate their studies on intimate apparel under the direction of FIT Professor Alexandra Armillas.  The students  Art Deco-inspired designs were displayed at the event and attendees selected three student designers to receive cash awards.  This year’s featured student designers include Nina Trimble who was awarded the first place prize of $4000 for her creation “Deco Diamonds”, the 2nd place prize went to Yecca Zeng, 3rd place was awarded to Lauren Haron and the three other student designers included Claudia Mesiti, Amy Gianforcaro and Nicole Ward.  The design contest is an integral part of the Underfashion Club’s mission to help educate, influence and attract new talent into the intimate apparel industry.

Nina Trimble

Yecca Zang

Lauren Haron

Claudia Rose Mesiti

Nicole Marie

Amy Gianforcaro

by Moira Nelson 

Alan and Lori Kaplan are very serious about the business of bras.  Their boutique, Bra*Tenders, is a quirky and vibrant shop with a Broadway-theme tucked inside The Film Center Building on Ninth Avenue in NYC’s Theater district.  This hidden gem is not your typical bra store.  There’s no store front.  Passersby would never know it was there.  Non-theatrical clients (civilians like you and me) are required to make an appointment.  And they do very little advertising.  They don’t need to….  Alan and Lori carved out their niche nearly thirty years ago and have maintained loyalty to the clients that supported them in those early days when they hand-delivered undergarments for performers to Broadway Theater stage doors from their home in Brooklyn.

Besides the occasional listing in a Playbill, Alan and Lori get little credit for the work they do.  But they have vowed to help all of their customers find the best fitting undergarments.  Professional Fit Specialist, Cristal Gordon, sees a client every hour of every day, five to six days per week.  This is why non-theatrical clients are required to schedule an appointment.  The store has held private bridal parties, bachelorette parties and even “Bra-Mitzvahs!”  Bra*Tenders carries every brand imaginable including top-sellers such as Wacoal, Fantasie, Freya, Chantelle, Panache, Cleo, Le Mystere, Simone Perele, The Little Bra Company, and b’temptd.

Although there is plenty to keep any lingerie aficionado satisfied, what really intrigues me about Bra*Tenders is what goes on “behind the scenes.”  Bra*Tenders has a team that is devoted to filling orders for the shop’s theatrical clients.  Wardrobe supervisors and costume designers are not required to make an appointment.  They often walk in with a cast list as long as your arm.  They provide the Bra*Tenders staff with a list of measurements.  Behind the “stage door” are racks and racks of bras and other specialty undergarments and accessories.  And there are half a dozen people picking and packing undergarments for shipment or hand delivery to theaters and studios around the globe.  Bra*Tenders has such strong relationships with their theatrical clients that they often send out garments on “memo.”  They messenger the garments to the client.  She (or he) tries on the assorted styles, makes a choice, and returns the balance.  The cast members never have to set foot in the store!  Lori says, “Our theatrical clients come before everything else.  I don’t know how to do it any other way.”  I can see why the Kaplan’s have dedicated their business to serving this unique client…..  A typical performer goes through a dozen pairs of pantyhose a week!  By providing undergarments to theater, television and film, Alan and Lori have built a “Broadway Bra Empire.”  Further attesting to their dedication, although the shop is only open from 10am-6pm, Alan and Lori are available 24 hours a day to solve a costume emergency or wardrobe malfunction.

This highly unique bra boutique will play the role of “host” in Bra La Mode’s Debut Intimate Affair on Sunday, January 29, 2012 from noon to 4pm.  The in-store bra fit event will provide women of all ages, shapes, and sizes the opportunity to receive a free bra fitting courtesy of Bra*Tenders.  Various designers, authors, photographers, and “Bra-lebrities” will also be on hand.  The event is sponsored in collaboration with the world- renowned French lingerie brand, Chantelle Paris, and in association with the leading lingerie trade publication, The Lingerie Journal.

The event will include a trunk show by Darlene Campbell of the full-busted clothing company Campbell and Kate.  Author and bra-fit expert Ali Cudby will be signing copies of her recently released book “Busted: The Fab Foundations Guide to Bras that Fit, Flatter and Feel Fantastic.”  Professional photographer Michael Steele who is known for “capturing the female form” will be snapping candid shots of guests enjoying the soiree.  Guests will be treated to champagne and cupcakes courtesy of M Squared Sweet and Chic Treats.  All sponsors of the event have generously contributed product for giveaways and/or gifts with purchase.

The highlight of the Intimate Affair will be the raffle for a Grand Prize basket that is estimated as having a value of over $600.  Contributors to the raffle prize include Bra La Mode, Chantelle Paris, The Lingerie Journal, Campbell and Kate, author Ali Cudby, Ann Deal of Fashion Forms, international intimate apparel brand Anita, photographer Michael Steele, and “Bra-lebrity” Jene’ Luciani.  Additional sponsors of the event include the wholesale buying platform Monkey N Middle and guitarist Alan Brace.  Additional opportunities to participate in the raffle include purchasing a bra as well as making a donation to the non-profit Intimate Apparel Square Club which supports pediatric rehabilitation at a prominent NYC medical center.

Guests are encouraged to RSVP for the Intimate Affair at: www.bralamode.eventbrite.com

Bra*Tenders is located at:

630 Ninth Avenue at 44^th Street, Suite # 601

New York City, NY

IASC Holiday Party – Santa with the "Kids at Rusk"

On Wednesday, December 14, 2011, the Intimate Apparel Square Club (IASC) held their annual Holiday Party at Horizon House at NYU Langone Medical Center’s Rusk Institute of Rehabilitation Medicine. The Holiday Party is an annual event and has become one of the highlights of the year. Members of IASC celebrate by visiting with the children that are hospitalized at the Rusk Institute, “Santa Claus” pays a visit and distributes gifts to the children, food is provided and a DJ plays favorite tunes to the delight of the guests and the Kids at Rusk.

Prior to the party at Horizon House, a small group of club members are invited to join “Santa Claus” upstairs to visit with those children that are unable to come down to the facilities’ gathering space. Visiting with the Kids at Rusk is one of the most important missions of IASC. Unlike most non-profit organizations, the members of IASC are actively involved in the lives of those they support. This is one of the reasons I joined the organization and champion its mission. I was truly touched by the outpouring of love and generosity I witnessed at Wednesday’s Intimate Affair. The IASC only has a few dozen members, but each one is dedicated to the club’s work. As club member Roslyn Harte always says, “We’re small, but mighty!”

Moira Nelson with Bra-lebrity Jene Luciani

The members of the club give tirelessly to promote the club’s work and, most importantly, they lift the spirits of the children they help by participating in the activities at Rusk Institute. Since 1983, the IASC has donated $5 Million to Rusk.

The Intimate Affair at Rusk Institute was followed by a dinner at Trattoria Alba on 34th Street in NYC. Club members gathered together to celebrate the season, awards were presented, and funds raised at the H.U.G. Award Gala on November 2, 2011 were presented to Dr. Steven R. Flanagan, chair of the Rusk Institute of Rehabilitation Medicine and Marianne Hardart, head of recreational therapy at Rusk. The program began with a welcome from club president Norma Reinhardt Mascarotti. She turned the podium over to longtime club member, Barry Ross, who presented the Al Jaffin Award to board member Gary Hughes. The Al Jaffin Award was created over twenty years ago to honor individuals who have made a significant contribution to the IASC. When presenting the award, Barry Ross said of Gary Hughes, “If you can count Gary Hughes as your friend, you are very fortunate.” Gary graciously accepted the award and thanked club president Norma Reinhardt Mascarotti,

Barry Ross presenting the Al Jaffin Award to Gary Hughes

Dr. Flanagan of the Rusk Institute, IASC members and family and friends. Gary said that next month will mark fifty years that he’s been in the lace business. Over the years he has been honored with several awards. But he said that none have been as rewarding as receiving the Al Jaffin Award. Gary Hughes has been a member of the IASC for twenty-eight years. And he has performed the role of “Santa Claus” at the Holiday Party at Rusk Institute for as far back as I can remember. His devotion to the club is admirable. This award is truly well-deserved.

For the first time, the club presented a special award at the annual Holiday Dinner. This award was presented to Wacoal America president and CEO, Richard C. Murray. After twenty-four years at Wacoal, Mr. Murray is retiring from his post and is being appointed as vice chairman of Wacoal’s U.S. unit effective March 31, 2012. Club member Victor Vega, also of Wacoal America, presented the award to Richard C. Murray for his support of the IASC and the H.U.G. Award over the years. This first time special award read “Thank You for Helping Us Give.”

Victor Vega presenting the first time special award to Richard C. Murray

Victor Vega commented that although Richard is retiring as Wacoal America’s president and CEO, he is not leaving us. He will still be with us in the industry and in the club. Upon receiving his award, Richard C. Murray commented that he has been fortunate to have worked at Wacoal and in such a great industry that has an organization like this (IASC.) He said that he (and Wacoal) will continue to support and participate in this great organization.

Also, the new officers of the Intimate Apparel Square Club were appointed for the year 2012. The new slate of officers includes Norma Reinhardt Mascarotti, Michael De Prisco, Clelia Parisi, Gary Hughes and Adam Masry.

Club President Norma Reinhardt Mascarotti and Jene Luciani

The Intimate Apparel Square Club is continually looking for new members to help “contribute to the triumph of the human spirit.” Membership is not limited to persons working in the intimate apparel industry. Interested individuals are welcome to contact me for more information about joining the club.