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Cake Breaks into the Mainstream Lingerie Market

June 30, 2017

Sugar Candy bra on Lingerie Briefs

If you have ever dealt with children with disabilities, you will understand the importance of Mainstreaming. In the world of education, it has been proven to be the x factor in developing social skills. To be part of a group that includes most people prepares students to deal with the world at large. It’s a ‘win win’ situation; fostering tolerance and facilitating self-esteem. I have witnessed this personally as a volunteer at a therapeutic horse center and within my familial scope when confronted with learning issues that label a child and cubbyhole their identity. Mainstreaming is a good thing. It expands horizons and promulgates social skills. It brings a person closer to the whole.

Thus my appreciation for  Cake Maternity’s decision to move beyond their established business model into the mainstream lingerie market with their recently launched Sugar Candy brand. Sugar Candy is targeted specifically for the fuller bust woman. The Sugar Candy bra, Cake’s first foray beyond their current niche, is a wirefree, superbly soft and stretchy design for those of us who fit into this category; 20% of the female population globally.  This is the bra a larger breasted woman puts on for relief after she comes home. A full busted woman’s comfort level is often compromised by the constraints of wired bras and the weight of their breasts. Constructed with moulded cups and side support panels , it provides projection and separation.  In sizes XS-XXL (30-42, F-L cups), this design is not meant as a substitute, but rather a complement to a woman’s lingerie wardrobe. It is a sleep or lounge bra. Stores are already reporting up sales as plus size customers are purchasing this style along with their regular underwire basics; initial reviews are stellar. Cake Lingerie is renowned for its expertise at fitting the needs of larger breasted pregnant and nursing mothers. Sugar Candy crosses accepted boundaries satisfying a much broader market to establish additional equity in the Intimate Apparel industry.

 

 

 

“I Like Pushing Boundaries” ~Lady Gaga

 

 

 

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New Kid in Town ~ Yay Panties

June 27, 2017

Yay Panties on Lingerie Briefs

When I first saw the Yay Panties brand at Curve in February, I was not sure about another panty package program; but, it’s my job to mine the market for the best in class. Whenever a newcomer surfaces, I feel compelled to do some R&D. And the marketing campaign, so critical in today’s digital world was enticing: fun, sexy and affordable underwear completely seamless and stitch free.  My 32 year old daughter, who is not a fan of underpants in general (please don’t ask) convinced me of their potential when, after trying the boy short, she raved about the fit and feel. The fabric is so malleable and soft; it’s hard to remember one is wearing undies at all.  This I can personally vouch for as I tried them on. Currently focused on two key items, the tanga and the cheeky in sizes XS-XL, they are launching as I write. Yay Panties is positioned to expand the assortment for Spring 18.  Additional collections including bacteria resistant materials and cooling elements will enable them to add a fashion and active range that will zero in on their target customer; a spirited young woman searching for cool lingerie that won’t break the bank.  In the past few weeks, Yay Panties has surfaced in my email more than once. That set off my radar. It might just be worth getting to know this new kid in town.

Yay Panties on Lingerie Briefs

“There’s a New Kid in Town. Everybody’s Talking” ~Don Henley
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Fashion Illustrations by Tina Wilson

June 26, 2017

This week Tina takes us on a journey through the most intimate of senses: silk stroking the skin, music that remembers the past, scents that elevate our awareness. In her illustrations, she celebrates the pajama and all that it represents in the world of lingerie. READ and SEE more here

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Command Performance ~ Commando® Intimates

June 23, 2017

Working against cultural forces has always been a struggle for women. Growing up in the 1950’s and 60’s, was a particularly poignant era to come of age. The forces driving us forward were being held at bay by the established bylines of the times. For me, femininity never resided in the classic parameters of feminine tastes: princesses, knights on horseback, frills and ruffles. My father’s words: “Make sure you can take care of yourself” were the closest I ever came to a male directive of what I should be. I won’t deny that I had pipe-dreams at age 10, of being a ballerina. But these fantasies were never promoted in my particular familial sphere – which was probably a good thing since clearly I was not physically or musically destined to dance. Instead, as they did in most interests I wanted to pursue, my parents schooled me in what lies beneath a beautiful performance: hard work, long hours, failure and recovery. They bought me tickets to the Joffrey Ballet Rehearsals where I saw first-hand, the melding of criticism, mistakes, body strength, and exquisite results. It was at these rehearsals that I first encountered the ballerina’s real wardrobe: comfortable body wear meant to free the torso for daily discovery. The gorgeous costumes visible at the finish line were just an accessory to the talent beneath.

Commando Bodysuits on Lingerie Briefs

This truth is equally apparent when one looks for the essence of the Commando brand: underlying functionality that augments a woman’s wardrobe without dominating it. The Ballet collection is used constantly by stylists and editors to dress up or dress down skirts and pants. Engineered in a sumptuous soft European microfiber with extraordinary breath-ability, these ‘one size fits most’ seamless styles have endless stretch. Designed with Commando’s signature raw edges and chic simplicity, they are like hosiery for the upper body. Perfect for solo wear or a layering piece they are performance lingerie worthy of the Commando stage.

“Everything is Better at the Ballet” . . . Marvin Hamlisch
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Responsible Lingerie ~ Only Hearts

June 20, 2017

Only Hearts on Lingerie Briefs

I am back on the East coast going through my semiannual transition to my NY lifestyle. Besides waking up in the middle of the night and walking in the wrong direction to the bathroom, I am also acutely aware of certain amenities available in the USA that we often take for granted even though we shouldn’t; like water. In Cabo, water delivery to our homes via the city is a constant bone of contention. The extraordinary growth in tourism without the proper infrastructure has left homeowners hi and dry, literally. When I moved to Cabo 5 years ago, water flowed regularly into our cisterns. Today, if we receive a delivery once a week, we count our blessings. Our lives revolve around avoiding the need to call a water truck; affecting when we do our laundry, wash dishes, the length of showers, how we brush our teeth, even when we entertain. Nonetheless, one acclimates because the climate demands it. Returning to the northeast, I find myself acutely in touch with the level of waste and the privilege of consumption that we, as Americans, often take for granted.

Only Hearts on Lingerie Briefs

So, it with personal pleasure, both creatively and technically that I have decided to focus on Only Heart’s new Eco Lace collection delivering this month. These intimates are constructed in an Italian lace manufactured from regenerated threads left over from the spinning process, and made into yarn in a solar powered mill. In addition to creating something beautiful out of waste and using the energy from the sun, this process also uses minimal amounts of water. The preservation of water, obviously close to my heart, does not compromise the artistry of these designs. And in fact, it was this unique lace pattern, graphic, yet graceful, that drew my attention at first. The ability to initiate such delicate beauty by empowering the environment instead of neglecting it, puts Only Hearts squarely in the future.

“Water, Water Everywhere, Nor Any Drop to Drink”  ~Samuel Taylor Coleridge

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Audio Briefs ~ Katia Charle, Designer Simone Perele Live

June 19, 2017

Today, Deedee brings you her exclusive podcast with Katia Charle, lead designer at Simone Perele. Katia brings her personal insight into the complexities and joys of lingerie design, particularly on a luxury level. Listen Here

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Mission Statement

Lingerie Briefs is multi-faceted Lingerie and Fashion Blog for consumers and industry insiders written by Ellen Lewis and other experts from the Intimate Apparel world. Ellen created Lingerie Briefs as her virtual Lingerie boutique.”The merchandise that I feature are all products I have personally reviewed and which I would be proud to carry in my own shop. It’s an artistic and literary destination providing insight to both the Lingerie Industry and Lingerie Consumer.” …Ellen Lewis