(Filed Under wholesale Lingerie News). Aerie has launched “a much-needed update to shapewear,” which it calls Smoothez.
“The new collection of comfortable, soft YOU wear, not shapewear, is all about second-skin, light-as-air intimates that are made to mix and match. Styles feature smooth, stretchy and colorful ﬁrst-layer bras, underwear, leggings, pants, shorts and tops made of lightweight mesh, super soft microfiber and a lacy blend in over 130 choices,” according to the company.
“Within the collection is the new “Bra-ish,” a brand-ﬁrst bra featuring floating cups that mold and move as your body changes, offering a custom fit, feel and support that doesn’t suck you in. Bra-ish is the brand’s most comfortable bra yet.” It certainly is not the cheapest, retailing on the Aerie site for $44.95.
The Smoothez collection is available in an extensive array of color and sizes. Other prices range from $8.95 for the Smoothez Mesh High Cut Bikini Underwear and Mesh High Cut Thong Underwear, to $14.95 for the No Show Xtra High Rise Thong Underwear, $39.95 for the Smoothez Mesh Bralette and $49.95 for the Smoothez Full Coverage Lightly Lined Bra. The new collection will be sold in “all Aerie stores, including 44 new locations.”
In addition to Smoothez, and pointing to an effort to further its “commitment to inclusivity,” Aerie announced a partnership with Liberare, a brand that offers “fashionable lingerie designed for disabled women.” Products including The Liberare Bra, The Convertible Plunge Bralette, The Cheeky Tanga and The Everyday Bikini will be available on Aerie.com on August 18.
A “We Are REAL” advertising campaign will launch August 8, featuring “bold, brave and influential individuals who use their voices to inspire change. The campaign will feature a diverse group of new and existing brand partners.”
Declared Jennifer Foyle, president and executive creative director of Aerie and parent company American Eagle, “Aerie makes products that support our REAL mission and we believe no one should ever hide or contain who they are. Aerie’s vision for the intimate apparel industry is a community where women accept their truth, love their REAL selves and wear clothes that make them feel good.”
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