Badgley Mischka Gets Intimate

WWD.com
Published: Monday, January 22, 2007
Badgley Mischka Gets Intimate
By Karyn Monget

Badgley Mischka Spring 2007 CollectionThe first collection of lingerie bearing the Badgley Mischka Couture name will be launched for holiday licensing deal with Ariela-Alpha International was coordinated by Badgley Mischka's parent, the Iconix Brand Group, which started a number of licenses for Badgley Mischka last year, including fragrance, handbags, eyewear and cold-weather accessories. Daywear and sleepwear will be added next year, as well as a secondary lingerie label, Badgley Mischka Platinum.

I Feel That Bagdley Mishka will be successful with their line of lingerie. The line will have signature embroidered and beaded bras and coordinating underwear. The new lingerie line will go hand in hand with the Badgley Mishka ready-to-wear line, the lingerie is not meant to be hidden but rather to help enhance the Badgley Mishka dresses. This is what makes this line unique because every underwear set is made to worn with a gown from Badgley Mishka's ready-to-wear line. The Badgley Mishka customers were also looking for lingerie to wear with the clothes so it's seems to fit right in with the other licensing ventures the company has already. The Ariela-Alpha company is expecting to make a 3 to 5 million wholesale profit in the first year from the lingerie line.

By: Lauren Parolin