Paramour’s Sensational T-shirt Bra
“We want these bras to contour and enhance natural features.” – Willy Mrasek, Felina.
H ere’s an insider’s tip: If you want to be successful, look beyond the intimate apparel industry for your inspiration. That’s exactly what Willy Mrasek, creative director of Paramour by Felina did when he expanded the popular Sensational T-shirt Bra to include two new colorways.
The two new colors, Captivating Camel and Notable Nutmeg, were both inspired by the cosmetics industry, says Mrasek. “The first two 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.”
Mrasek is pleased with this addition and the feedback it has been receiving. “There has been a lot of conversation about diversity and inclusion,” he says. “We’ve wanted to do it for years.”
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.
The sizes range from 32 to 42, in cup sizes C through H. Because the size range is so large, Mrasek says adding two new colors was a large undertaking for the company. “Adding 36 SKUs to one product is a big investment,” he says.
Mrasek says the new colorways, which were officially introduced in 2017, have been doing phenomenally. While the company has not launched a major marketing campaign behind the new styles, they have done a soft rollout of them on their website and with retailers. However, the Felina booth did feature a large banner advertising the Sensation T-shirt Bra in Captivating Camel and Notable Nutmeg at the most recent CURVE shows. Mrasek says this drew a lot of attention from new and existing buyers.
Mrasek adds that the decision to expand the Sensational T-shirt bra to include these two new shades was an organic move for the company. “It wasn’t a strategic decision to match the shades to a skin tone,” he says. “We were looking for something that was complimentary to several different skin tones.”
What’s next for the Sensational T-shirt Bra? Mrasek says he’s looking into expanding the range of products and perhaps even adding new color offerings in the coming seasons.