Seven ’til Midnight Game On
“The feeling of the group is varsity meets Sporty Spice and is definitely edge with nostalgic appeal.” – Lisa Tran, Seven ’til Midnight.
The latest collection from Seven ’til Midnight channels 90s aesthetics and activewear into a tight offering of sporty and sexy lingerie. Seven ’til Midnight’s Lisa Tran explains, “We call this group ‘Game On’. We love the athleisure trend and wanted to interpret it in our lingerie offerings.”
The results are strong, sexy, athletic designs and sporty details like thick elastic straps and bold colors reminiscence of logo boxers and athletic wear. To learn more about “Game On”, Lisa answers our Q&A about the new range from Seven ’til Midnight.
“We love the athleisure trend and want to interpret it in our lingerie offerings.”
There’s a great mix of textures on the pieces, could you talk about the fabrics used in the group?
Seven ’til Midnight is known for playing with fabrications and textures. The long cami set (10580P) and gartered panty (10579P) are made with big gauge netting, wide elastic stripe bands and garters in bold black, white and red, and shoe lace lace-up. The bra set (10578P) is made with stretchy microfiber with the same eye popping elastic trims and strappy back details.
How would you describe the feel of this collection?
The feeling of the group is varsity meets Sporty Spice and is definitely edge with nostalgic appeal.
What kind of reaction do you expect to get? Any reactions so far? What kind of consumer do you feel will gravitate to the collection?
The reaction for the group has exceeded our expectations. The pieces are very versatile and are perfect for laying underneath tank tops or tunics. The cami set and garterd panty are available both in regular and plus size. We group has wide range appeal and is especially popular with customers ages 18-35 years old.
Any suggestions for retailers on displaying this group?
The pieces are packaged in Seven’til Midnight signature pink curvy box which is ideal for wall or shelf display. Seven’til Midnight boxes are also perfect for the holiday gift shopping season. We always suggest placing our pieces on mannequins so customers can visually see and feel our fab fabrication.