By ELLEN LEWIS
I’ve been writing about the Skin Lingerie Brand almost as long as I have been publishing this blog. In 2011, I compared them to Savage Beauty, the Alexander McQueen retrospective at the Metropolitan Museum of Art. This was not because Skin, in its ode to simplicity is anything close to McQueen’s artistry, but rather because from their inception, the brand has stepped out of the box. In this case, soft, cottony fabrics and fresh relaxed shapes made them stand apart at the time. They heralded the concept of easy separates with unexpected detail for the woman wanting casual luxury. This concept has become the calling card of many sleepwear and loungewear businesses, but Skin was a pioneer and deserves the category’s byline.
For my part, the Skin DNA resonates on a personal level. It reminds me of the elements in nature that comfort me: stones in the water, seashells on the sand, driftwood sculpted by time; essential things ripe for reflection. So now, as Skin introduces a new layer to the brand alchemy, Natural Skin, I am intrigued. A refreshing assortment of pure organic cotton focused on a younger, easy living lifestyle continues its retail climb this Fall in sizes XS-XL. “Softer” prices enable more women to participate in the Skin experience: to build a lounge, sleep and living wardrobe that completely embraces comfort as its mantra.
Skin’s approach, slow and steady top down value points is a merchandising mantra that I have always proffered. Natural Skin adds a 3rd tier to the Skin legacy following its heritage and swimwear collections. This is brand building at its best.
“There is No Designer Better Than Nature” Alexander McQueen
