Boom time for lingerie
BOOBS are getting bigger, so many Australian companies are extending cup size and style ranges to meet growing consumer demand.
Triumph managing director David Gow said 55 per cent of the women's underwear manufacturers' sales to retailers were of cups D and larger – a 10 per cent increase from five years ago.
The most common size last year was 14C – compared to 12B in 2004, he said.
Experts have named the obesity epidemic as one cause for the trend, which also could be linked to contraceptive pills and artificial hormones such as those found in food.
"When I launched my first lingerie collection 10 years ago, 10-14B used to be our bestsellers by a mile," said Bruno Schiavi, co-creator of the new "minimiser" bra.
"Now, our bestsellers are 12-16C, and 16D and 16DD." ...
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Agent Provocateur’s steamy lingerie ad
Women dominate men with their sex appeal – this is the message that comes from the new Agent Provocateur ad.
A gang of girls dressed in lingerie and swimwear, and led by supermodel Karen Elson are shown using men as slaves in the steamy forest scene in the raunchy ad.
With the new ad, the Agent Provocateur bosses hopes to defy the credit crunch with a boost in sales. “Agent Provocateur is going from strength to strength, despite the challenges of the global economic environment," the Daily Star quoted Chief Executive Garry Hogarth as saying. ...
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Australian women wear a bra with a cup size DD
THE bra market is expanding, literally. Up to 40 per cent of Australian women now buy bras with a cup size of DD or higher, new figures from lingerie suppliers show. ...
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Wonderbra planning new UK campaign
Lingerie brand Wonderbra is gearing up to launch a new campaign this year to launch its latest range.
The brand has re-appointed integrated agency iris, who has worked with the company since 2005, to handle strategy, advertising, experiential and digital marketing for the new campaign as well as the below the line work.
The agency has been briefed to create a campaign with “a central creative theme” which will connect its target audience of women in their 20s and 30s. A European rollout will follow the UK launch. ...
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TESCO and Michelle Mone for lingerie range
Tesco will launch the range, called Diamond Boutique by Ultimo, in the UK and Republic of Ireland next month as part of a potential £60 million deal.
The deal came as a surprise to the market as Michelle Mone also designs a range of lingerie for Tesco rival Asda. The Asda collection is called Michelle for George.
It is understood that Tesco could launch the Michelle Mone-designed range globally if it is successful in the UK and the Republic of Ireland. Tesco is understood to be lining up a celebrity face for the Diamond Boutique range. ...
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Melinda Messenger returns to modelling
She may have been booted off Dancing On Ice on Sunday, but Melinda Messenger still has plenty to smile about.
The model, who celebrated her birthday on Monday, proves she is fabulous at 38 in these sexy new shots for Ultimo.
She is the face of the underwear brand, following in the footsteps of Mel B, Sarah Harding, Penny Lancaster, Gemma Atkinson and Rachel Hunter. 'But being given the opportunity to represent one of the world’s biggest lingerie firms and all those curvier girls out there, I just couldn’t resist - and, I must confess, I’m loving every minute of it.'
She represents the brand’s D-G Cup range, designed for curvier girls.
Melinda and Wayne, who married in Bali 11 years ago, are parents to Morgan, eight; Flynn, six; and Evie, four.
On Sunday, Melinda's luck ran out on ITV's Dancing On Ice, when she was eliminated from the competition after the skate-off with Jessica Taylor. ...
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