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US giant Playboy launches lingerie brand, expands in apparel

BTJ Desk Report
US giant Playboy launches lingerie brand, expands in apparel

Playboy launches its first line of lingerie, to be followed by ten more collections set to be launched in new colours, fabrics and styles in the coming weeks which draw inspiration from the brand’s 70- year heritage.

The first line is called the “Icon Collection” and features Playboy’s signature rabbit head logo on a range of mesh pieces that are meant to evoke beauty, free will and confidence.

The collection will be available online on 1st November and in the company’s store in Los Angeles’ Westfield Century City starting 3rd November.

“As the global lingerie market continues to grow, we are excited to launch Playboy’s first proprietary line of lingerie, built on our core value of freedom of expression,” Ashley Kechter, Plby Group President of Global Consumer Products told the media.

While the lingerie line is definitely the primary focus of this release, there are also plans by Playboy to roll out more categories throughout the year, including denim, flannel and sleepwear.

Ashley continued, “The Playboy brand appeals to younger consumers, who have grown significantly as a share of our customers over the last few years.”

“We believe this category expansion leans into our brand values and into our expertise in lingerie from our elevated luxury lingerie brand, Honey Birdette.

“We look forward to continued category expansion and will leverage these new product lines across the Playboy ecosystem, including through our robust creator network.”

The launch comes on the back of the brand’s newly opened retail space in the US, in which it displays a variety of apparel and lifestyle products.

Playboy has worked with brands in the past on co-designed collections to reach new customers but this time it’s their very first launch and the company is expected to have good conversions.


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