By ELLEN LEWIS
Disruption, crossing borders, diversification, outside of the box: we’ve been talking about cultural upheaval for a couple of years now; on Lingerie Briefs as recently as this week’s fashion editorial. The market initially used the term ‘Athleisure’ because the trend began with casual loungewear. I dubbed it ‘Everywear’ as lingerie emerged in wardrobes and every facet of the intimate category seeped into the streets.
Now NK iMode has embraced this lifestyle trend labeling it ‘Livingwear’. I have followed this Vancouver based silk brand for over 10 years now, ever since their iconic Morgan chemise made waves in the Lingerie market. I wrote about them, not only Morgan, but also their bridal and plus size collections. They were always a market mainstay, not only for me, but countless retailers who recognized the value inherent in their collections. Then, for a while, they appeared to disappear from the traditional market radar.
Why? Because they took a leap, defying traditional wholesale merchandising and brought their sales wholly on-line. Trusting in the power of social media, and direct to buyer contact, they have propelled the business forward putting down international stakes. Their magic bullet is silk; stretch, georgette, woven charmeuse. Exquisitely crafted with Chantilly and Leavers laces, and promoted through influencers , these styles are recognized for its versatility in fashion vernacular. NK iMode’s Livingwear campaign delivers a modern approach to a classic lingerie business. And it’s working.
“They Always Say Time Changes Things,
But You Actually Have To Change Them Yourself.” ~Andy Warhol
