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01/09/2016

One of Victoria's Secret's main competitors just launched a new weapon in the lingerie wars

Lingerie startup Adore Me just launched a new weapon in the lingerie wars — plus-size bralettes.

Bralettes, of course, are those super trendy padding-free, wireless bras that pretty much all lingerie brands are selling these days.

But while plus-size bralettes do exist, good ones can be tough to find. After all, plus-size bras need to be carefully constructed to give adequate support.

"It's not possible to have a flimsy laced-triangle bralette in a J-Cup," Cora Harrington, the lingerie expert behind the popular blog The Lingerie Addict, told Business Insider earlier this year.

Adore Me says that it has spent 10 months developing the bras that are lined with power mesh, have wide straps, and feature a lace design that helps provide necessary support. They go up to size 4XL.

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Adore MeAdore Me's plus-size bralette is the latest thing the company is pushing to differentiate itself from the lingerie giant Victoria's Secret, which doesn't sell plus-size lingerie.

While Victoria's Secret's models are generally thin and sometimes Photoshopped, Adore Me has highlighted its plus-size collection and its ads feature curvy models.

"We as a brand are reinventing the approach to fashion," Adore Me's CEO Morgan Hermand-Waiche said to Business Insider in December. "We want to be the brand that stands for everyone, and everyone means every wallet, every style, and every size."

Adore Me plus size Bralette

Adore MeThe plus-size industry is a multi-billion dollar opportunity for retailers that's only getting bigger. Adore Me, which has explicitly said it wants to "slay Victoria's Secret," is trying to take advantage of the growing market.

But the upstart lingerie brand is still just a blip on Victoria's Secret's radar. Victoria's Secret posted nearly $7.7 billion in total sales in fiscal 2015, while Adore Me's total revenue for 2015 was just $42.7 million.

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08:41 Publié dans Fashion | Tags : victoria, fashion, marieprom | Lien permanent | Commentaires (0)

31/08/2016

Why This Designer Is Doing The First-Ever Snapchat Fashion Show

For the past few seasons, the classic runway show as we know it has been on the outs: Show formats, business models, and production schedules have changed in all four major Fashion Weeks, but New York's calendar has perhapsshuffled the most. And on the NYFW roster, designer Misha Nonoo has been at the forefront of embracing what's new. Last September, she tinkered with a next-gen show format by presenting her spring 2016 collection on Instagram. Now, she has another sea change in store: Nonoo is presenting a current-season, fall 2016 collection on Refinery29's Snapchat channel.

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It's Nonoo's inaugural "see now, buy now" collection. But it's also her first offering under her radically rebooted business model: As of last week, she switched over to a direct-to-consumer model, selling directly from her redesigned site (and ending her wholesale relationships).

"When I discovered Snapchat, I could see that it brought verve back into social media," Nonoo told Refinery29 of how she decided on her latest fresh show conceit. "I hope to bring the same experimental and innovative spirit into how I present my collection; to be the first fashion brand to experiment with Snapchat’s native functions to present a collection is very exciting."

Dubbed a "live lookbook," the first-ever Snapchat fashion show or presentation will go live at 10 a.m. EST on Wednesday, September 7. Par for the course on Snapchat, the show will be live for just 24 hours (though imagery will be used for PR and marketing purposes beyond that one-day timeframe). Nonoo crowdsourced a global, all-female trio of talents for the newfangled show concept via Instagram. The show is being creative directed by Barcelona- and NYC-based Isabel Martinez, illustrated by Brazil-based Ana Strumpf, and photographed by London-based Lara Jade.

So, how does a "live lookbook" work, exactly? First, the models will be prepped with hair and makeup, and styled in one of Nonoo's fall '16 looks; then, the look will be shot (both photos and video) by Jade on an iPad Pro. Next, the still images and video will be given to Strumpf, who will overlay artwork using an iPad Pro and Apple Pencil. Finally, the gussied-up image or video will be uploaded to the live Snapchat Story.

As for how a Snapchat show will differ, and perhaps improve upon, an "Insta-show," Nonoo points to the "clever and unexpected uses of Snapchat's native functions." Basically, there's more to work with in the medium. "It will be a new opportunity not to simply show photos, but also videos and the full capabilities of Snapchat’s functions," she said. "The 'live lookbook' will provide a wider audience the in-the-moment fashion experience without the industry-only barriers."

The masses truly will get the same experiences as the fashion editors and buyers that typically populate a traditional fashion show or presentation, especially because Nonoo won't have an in-person, physical component to the show this time around, as she did with her "Insta-show" last September.

Nonoo narrowed the lag time between a collection's unveiling and its arrival on shelves with her "Insta-show" last year, as designs were available for pre-order after appearing on the social platform. This time around, though, customers will be able to snap up pieces the moment they appear on Snapchat. "The modern working woman is never far from her mobile device, and I want to reach her from the very technology that enriches her on-the-go lifestyle," Nonoo explained. "Customers will be able to view the Snapchat Story live and immediately buy the pieces she loves, all from her mobile device."

So, can Snapchat be the as a newfangled, tech-y successor to the tents? Don't miss Nonoo's intriguing test-run on our Snapchat channel next week to find out.

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08:33 Publié dans Fashion | Tags : fashion, show, marieprom | Lien permanent | Commentaires (0)

26/08/2016

Memo to fashion-shy guys: Start with shoes

The easiest way to inject spunk into a fashion-shy man’s look is through a nice pair of footwear.

“To start, it’s really the shoes,” said Vince Acop, fashion coach of the Singaporean shoe and accessories brand Pedro.

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“For guys, it’s hard to appreciate shirt styles or jackets styles. With shoes, they’re more open. Philosophers say shoes resemble cars. Masculine guys feel a certain connection. So when I advise guys, I always start with shoes. Later I suggest that the shoes go with more tailored, or tapered kinds of pants.”

Acop, 27, is a Baguio native who has been based in the Lion City for the past five years, and he’s quite familiar with the style concerns of Filipino men.

Acop first worked at Pedro’s younger, trendy and fashion-forward sister brand Charles & Keith, and later moved to Pedro, the affordable luxury brand that churns out leather versions of chic shoes and bags for men and women. His job as fashion coach involves training frontline staff and commercializing product styles.

Pedro and Charles & Keith are both distributed here by Suyen Corp. (Bench group).

“I think Asians, in general, get style references from each other because of geographic proximity, so there are some similarities,” Acop said at the Pedro Fall-Winter 2016 collection preview held at Bench Tower in Taguig. The collection’s focus is on classic shoes, with touches of both modern and vintage styling.

“Men are becoming more adventurous, though a lot of them are still very classic, very scared to try trends. But some are slowly opening up, including in the Philippines, that’s why we see a great potential in this market.”

Outdoor utilitarian

Acop, who wore a dark double-breasted jacket over a cobalt shirt, dark tapered cropped pants, and Pedro’s new-season leather double monk straps with lug soles—“very outdoor utilitarian”—advised vertically challenged men to go for darker clothes on the bottom, and brighter on top to create a longer line. This trick is fail-safe, he said.

“If you want people to focus on your face, it’s best to wear brighter on top, and darker on the bottom. Avoid color blockings. If you wear dark trousers and shoes that are lighter, you create a horizontal line that cuts your legs. Go for dark-washed jeans with black or navy shoes, then it’s one long vertical line.”

You can also go monochromatic for a more fashion-forward look, he added.

A pair of tartan-print derbies from the collection will brighten the dark palettes of the coming season, he said. “To make this more wearable, you can wear them with your navy work pants. The pants will pick up the navy in the shoe. For a casual look, wear it with dark jeans. If you’re not concerned about your height, you can even wear it with light-washed jeans. It’s a good way to inject character into a fall-winter outfit.”

Acop noted that Filipino men have a very classic and more casual look. You can play with this style by mixing and matching dressier shoes with casual dressing to elevate it and make it look more polished, he said. “This will turn a weekend casual look into a marieprom dressy casual look.”

More dressed-up

For those who want to follow his lead and go sockless with their dressy shoes, he said: “The sockless look is a very sartorial styling. But you don’t have to wear fancy pants. You can wear just your regular jeans, just cuff them a little. This styling makes your look more dressed-up.”

Note, however, that going “sockless” isn’t being literal. For hygiene purposes, always wear no-show socks, he said.

If you’re the kind of guy that likes to wear sandals, there’s a way to make them look polished and less casual: Wear them with a tailored jacket or blazer, Acop said.

Shades of olive and camouflage will also lend an updated feel to men’s styles in the coming season.

“If you want a good alternative for your dressy shoes, go for these lug-soled monk straps,” he said of his pair. “They’re more masculine, edgy and not overdone.”

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03:30 Publié dans Fashion | Tags : fashion, star, dress, marieprom | Lien permanent | Commentaires (0)