Felina Prepares All Three Brands for July Market
Felina will head into this July market with a full range of exciting products and new launches. Willy Mrasek, creative director for the company recently shared with The Lingerie Journal what attendees can expect from the brand’s three lines—Felina, Paramour and Jezebel at CURVENEWYORK, which is taking place on July 29-31 at the Javits Center in New York, NY.
Felina is launching a new line of core basics, which will be the main part of the brand’s replenishable program. The line will include popular loungewear silhouettes based off the company’s popular modal and jersey knit fashion designs.
Mrasek says that buyers have been responding well to the line’s fashion lounge collection and this 12-piece collection will offer them an option to replenish styles that do well for them. Key items in the new group will include modal blend joggers and lounge pants, bralettes, long and short sleeve chemises, rompers and jumpsuits.
Felina will also be showing two new solutions pieces—a plunge convertible strapless bodysuit and a low back convertible strapless longline bra. Mrasek says these two new products are a response to customer demand. “We listen to our customers and retailers no matter how big or small they are,” he says. “When it came to specialty items, it all has to do with what’s going on in ready-to-wear. A lot of younger people like the smooth effect of a bodysuit.”
Jezebel, the intimates brand that is known for having a flirty and provocative style, is celebrating a softer and more casual side of sleepwear, which it will show off at this month’s Curve Expo. The Spring 2018 collection is still chockfull of the sensual styles that Jezebel fans know and love, but now there are more options that offer practical, everyday solutions.
The line includes crossover styles that are multi-functional and geared towards the lingerie lover who is young at heart. For example, the Amil group includes a modal keyhole back chemise and a lace trim modal romper. The Amil romper is more than just a special occasion piece, Mrasek says. “People want to wear it dressed up or down, to sleep in it or lounge in it. Adjustable straps and a hint of lace give it that Jezebel touch.”
Customers can expect the softer, more casual side of Jezebel to grow as we move into fall. Mrasek says Demure, a modal chemise with lace overlay cups, will be gaining new colors next season, as well. “This was where we started,” he says. “It was one little stand alone. Now we’re adding new items for holiday and continuing to grow this business and support this side of it. There is a lot of saturation in lounge but we see a lot of white space for sexy, pretty, playful and provocative casual lifestyle pieces.”
“The first shades we launched are based on high-performance contour makeup shades,” he says. “It totally makes sense because when people apply makeup, they apply contouring to highlight and enhance their features. Intimates are almost the same thing: We want these bras to contour and enhance natural features.”
This popular bra style features an extremely soft fabric that is 85 percent polyester and 15 percent Spandex. The ultra-soft brushed micro is smooth on the skin. Seamless, molded cups shape and support for all-day comfort and pillow pad technology conforms and shapes the bust to create a clean and invisible look. A comfortable underwire supports and lifts.
The Sensation T-shirt Bra also features a plunge front construction ideal for low necklines, making it wearable with virtually every outfit. Clean finish wings offer added comfort and are invisible under clothing, and J-Hook hardware coverts traditional straps to a racer back for better fit and functionality.
Up next, look for an expanded range of products in the Sensational T-shirt Bra line as well as new colorways.