New Perspective ~ b.tempt’d

August 1, 2011

In preparation for college in the late 60’s, my mother felt compelled to buy me a trunk full of “outfits”. She took me shopping to Saks and Best & Company (now I am really dating myself) and insisted on a bevy of tweed skirts with cable knit sweaters; matching knee-his included. It was like buying a trousseau, and I obliged, because frankly, who knew? Suffice it to be said that I never opened that foot locker of Mad Men fashion, but spent my university sojourn in a pair of denim overalls and blue sailor pants from the Army Navy Store. Ditching the status quo was a tagline for my generation. Who knew then that denim would evolve into the fashion mammoth it is today. Even as a buyer in the late 1970’s when I was given the opportunity to take over a new junior sportswear department comprised solely of denim pants, I turned down the offer. Why would I forfeit my designer dress and sportswear job? I did not perceive the impact that this basic fabric would have in the market and what the affect that experience could have on my merchandising career. I learned a valuable lesson. Being on the edge of a new vision always promises a broader perspective. It’s better to think outside of the box.

So when the well-established Wacoal brand, famous for their basic fitting bras, launched b.tempt’d in 2009 in order to seduce a younger consumer, I decided to pay attention. I have been watching the emergence of this sassy collection so well designed for the style conscious ingénue and I can clearly see that the expertise of the mother line is well in hand. This is modern flair grounded in an established infrastructure. In particular, the b.tempt’d best-selling La Parisienne collection, delivering now in a denim blue, is a clear expression of Cool, engineered with the distinguished Wacoal fit. Available from 32 -38, A –DD cups, the push up bra (958157) shown here with matching hipster (945157) begs to peek out from any pair of jeans. A new perspective is here.