Lingerie Biz News

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Frederick’s of Hollywood makes a first ever Licensing Deal with Preeminent Hollywood Stylists Cristina Ehrlich and Estee Stanley.

Most exciting of all, in my opinion, is the news at Playboy. Starting this spring, they’ll be starting a new brand, Playboy Intimates — a white-label, better-price line lingerie. The theme of this collection is Luscious Babes, a retro-inspired ode to the magazine’s blatantly sexy cover girls and centerfolds of the late Sixties and Seventies.

In summer, the line will be followed up with Show Off, which will represent the glitz and glamour of Beverly Hills and the Playboy Mansion, as well as the hedonistic lifestyle of Playboy founder Hugh Hefner.

Other vintage-inspired themes for intimates will include American Vaudeville for fall and a romantic Dreamscape venue for winter.

“We wanted it to be playful, sexy and provocative, with exclusive patterns, laces and embroideries. It’s not just about the bunny logo and slapping it on the lingerie,” says Aaron Duncan, senior vice president and creative director of global licensing at Playboy. Duncan also notes that the line is aimed at a core consumer base of “18 to thirtysomething” women who connect with a message of being “sexy, living the good life.” “You’re a Playmate when you put Playboy lingerie on,” says Duncan.

I can’t wait!

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