Seven ’til Midnight: Corsets and Lace
Above: Seven ’til Midnight’s Knock Out Corset (style #9852X).
“Our Holiday 2015 Collection consists of several versatile pieces that you can take from night to day and vice versa.” – Lisa Tran, Seven ’til Midnight.
For the past few years, more and more lingerie fanatics have purposely blurred the line between inner wear and outwear by pairing everyday outfits with corsets, bustiers and glimpses of straps and lace from a bra. In this Q&A, we sit down with Seven ’til Midnight’s Lisa Tran to learn more about the brand’s fashion-flexible groups from their new 2015 collection:
Could you tell us a little bit about the two groups within Seven ’til Midnight’s collection that really lend themselves to innerwear as outerwear?
Above: Seven ’til Midnight’s Raven Bustier (style #9838/9838X).
“The luxurious floral guipure lace and stretch tricot satin on both items create a bold yet feminine appeal that you can mix and match with daywear.”
Our Holiday 2015 Collection consists of several versatile pieces that you can take from night to day and vice versa. Our “Lace Liaison” trend for Holiday 2015 includes a wide variety of laces, for example the Guipure Lace which is seen on our Raven bra set (STM-9837) and bustier (STM-9838/9838X). The luxurious floral guipure lace and stretch tricot satin on both items create a bold yet feminine appeal that you can mix and match with daywear.
The bra from the bra set can be worn under an open flannel shirt, white t-shirt and just with high waisted shorts for an outdoor music festival look. For fall or evening, the bra looks edgy and chic under a sheer blouse or thin sweater. The bustier can be worn with jeans and a blazer or even a pencil skirt for day t. For a night out, shiny leggings with booties
Above: Seven ’til Midnight’s Prima Donna Corset (style #9854).
Another grouping that is popular for the daytime are our fitted corsets Prima Donna (STM-9854/9854X) and the Knock Out (STM-9852/9852X). These corsets have a hidden underwire shelf bra and metal boning, helping to keep your assets in and provide the curves you want. With a sweetheart neckline, these romantic pieces are great for a night out on the dance floor, a quiet dinner date and can be worn casually to a concert.
For those that don’t know, Guipure Laces are known to look almost like embroidery with dense, interwoven patterns. How different and challenging was it for your team to work with this material?
The Guipure Lace was used as a trim and we strategically placed them on the hip to enhance a woman’s curves. Combined with stretchy, shiny microfiber the fit and style is flattering to all body types. Our team went through the same vigorously fitting as with any other piece.
“The Raven bra set was created with the idea of a timeless classic. We want this to be the one bra set you wear for all occasions.” – Lisa Tran.
There are some classic looks from the 2015 collection that really pop of the page and screen like style #9837, a guipure lace and stretch tricot satin bra set (pictured above). Could you walk us through what makes this set special? What are some best sellers in this group?
The Raven bra set (STM-9837) was created with the idea of a timeless classic. We want this to be the one bra set you wear for all occasions. Guipure lace, like all laces, will never go out of style. Season after season, lace makes its way onto the runways and into our collections. Therefore, the Raven bra set is one item you will never have to think twice about wearing because it is accepted all year-round.
Above: Seven ’til Midnight Knock Out Corset (style #9852).
Seven ’til Midnight’s corset collection is pretty robust, could you tell us how many styles are in this group?
Corsets are sometimes a cause of worry for customers because there’s a lot of confusion about this particular style and concern about quality. Could you touch on what a corset is (corset vs. bustier for example) and tell us about the quality of Seven ’til Midnight’s Corset collections.
Our corsets are made of high quality materials and fabrication that feel and fit well. At a very reasonable price point, our true corsets are made to fit and flatter your body by cinching you in with a lace-up closure, rigid fabrication, and metal boning. The difference between a corset and bustier is that a bustier will boost your assets as it is made from flexible fabric and a corset will cinch you in with a more rigid fabrication. Most corsets end just below the waist, creating an hourglass curve while bustiers have various lengths and trending trims.
Above: Seven ’til Midnight’s Prima Donna Corset in pink (style #9854).
“Displaying corsets and bustiers on mannequins or forms entice customers to touch and feel the fabrication.” – Lisa Tran.
Some of your corsets like the Romantic Lace Corset are becoming top sellers, what have Retailers said about customer reaction to this and other corset styles?
Our retailers and our customers have given us positive feedback on our Prima Donna (STM-9854/9854X). They love the traditional corset feel, amazing price point and high quality! We have seen sales increasing every week for Prima Donna and our Knock Out corset (STM-9852P/9852XP).
Above: Seven til Midnight style Raven Bustier #9838.
Both the Guipure Lace and Corset groups come in plus sizes and are meant to be displayed. Any suggestion on how retailers could merchandise corsets and lingerie at their boutique or online?
Our corsets and bustiers come shipped in polybags or packaged in a clear vinyl bag with an insert showing what the item looks like on our model and product description. Displaying corsets and bustiers on mannequins or forms entice customers to touch and feel the fabrication. Bustiers and corsets merchandise well with tutus, skirts, hosiery, and gloves. We recommend using mannequins or walls to put together ensemble to encourage customers to put together their own look and outfit. Merchandising bustiers and corsets in color story or theme also creates cohesion and impact which is definitely eye catching.
Lisa Tran, Public Relations Coordinator