I have been reading a great deal lately about generational profiles. Right now, the conversation is all about the Millennials; born and raised in a hi-tech culture, unfamiliar with the social shifts that formed their elders and not yet privy to the changes that will shape the future of their own descendants. For me, a baby boomer, growing up in the 60’s and beginning a career in the 70’s, fashion rules were different, a strange mix of tradition, boho and structure. In lingerie, loungewear meant bathrobes, caftans; maybe “loungesets”. These were items worn at home for utilitarian purposes or by our mothers. Casual attire was anchored in RTW, particularly jeans. The two did not intersect. Now as technology has, as Thomas Friedman so aptly described, made the world flat, the boundaries of fashion have dissolved. It is all about Homewear and Athleisure . On a personal note, as one whose non-ending quest for casual fashion has informed my wardrobe forever, I am thrilled. For the Lingerie world, it’s a gold-mine. But with any moving trend, competition is growing, not only from the massive apparel market, but also right within the Intimate Apparel borders. It takes a combination of cozy, light fabrics, great styling and price to rise to the top. It’s a challenge and an enormous opportunity.
When I saw On Gossamer’s OG Livingwear line, launching now, I knew I had made a discovery worthy of this column. Three major elements caught my attention: airy soft cotton rich fabrics irresistible to the touch, modern designs worthy of today’s Millennial taste for simplicity as well as my boomer quest for 24/7 comfort and incredible pricing value. Using the On Gossamer raw edge signature to define the collection, OG Livingwear is available in 5 classic colors from S-XL. The scarves wrap up this story perfectly, portending a great sequel for Fall 2016.
“Fashion Is About Comfort And Feeling Good” ~Max Azria
