When a novel becomes seeded in a culture’s literary psyche, the mere mention of its name evokes specific references, images and emotions. Such is the case with F. Scott Fitzgerald’s American masterpiece, The Great Gatsby. Perhaps its initial reception in 1925, which was not robust, was a reflection of the writing style of its author. But, the attention garnered by this novel in subsequent years proves that when the story is right; after all we know timing is everything, success is imminent. This parallel reminds me of the Montelle brand whose surge in the Lingerie Market proves that substance just needs to find its audience.
How did I come to this metaphor? One only need look at the new Midnight at Gatsby collection that will deliver this spring to grasp how this brand has evolved. Once just a bastion of excellent fitting basics, its fashion collections now reveal the hand of a design authority very talented in the creation of beautiful lace appointed lingerie. The name Gatsby evokes an immediate perception of underpinnings inspired by a flapper culture, precocious, indulgent, rich with romance and somewhat naughty. These styles available in S-XXL for garters and panties and 30-38, B-F cups for bras could have been underneath any of the luxurious gowns that a Gatsby party invited. Seduction, sophistication and cheeky allure; these vintage inspired designs certainly add fuel to the Montelle script
“What’s Dangerous Is Not To Evolve” ~Jeff Bezos
