(Filed Under wholesale Clubwear News). BodyZone Apparel, typically known for producing sexy dancewear, is offering a toned-down look in its new selection of clubwear dresses.

“We took a lot of the bright, shiny, ‘look at me’ fabrics out; there are one or two styles that are brightly-colored, but in general we wanted to make the fabrics more conservative to allow the silhouettes to speak for themselves,” said Ray Grden, president of BodyZone. “Before, our whole line was more daring. Viktoriya [Koleva, head designer] spent a lot of time choosing the right fabrics, many of which are sourced from overseas.”

The collection consists of 40 dresses in one-size-fits-most wholesaling from $16 to $24, with accompanying rings, earrings and other accessories included. Featured are silhouettes made from a faux stretch leather fabric with metallic studs and select dresses made from a stretchy, polyester-based fabric with a large zipper down the front, among other styles. The looks that were produced domestically are shipping immediately, while those in production overseas will ship in March.

Grden named his favorite style as The Artist, an asymmetrical, faux leather dress that he called “one of the most unique silhouettes I have ever seen.” He added that buyers are particularly attracted to The Exclusive; a trend-driven, one shoulder dress in bronze and black with a scrunch skirt. Although most of the silhouettes are dresses, The Rockstar consists of a tri-top with lace-up front cigarette pants in black with a silver-studded belt.

Grden expects success in the clubwear market, which BodyZone tested with a few pieces last year due to requests from customers. “We tried some dresses out and they did really well, we received positive feedback and decided to position ourselves in a little bit of a different market for 2011,” he said. “We are offering some fabrics and looks that the market has not seen before, and we are starting to get requests from customers who are only interested in our clubwear."

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Published 01-06-2011 by Amanda Torres Price