Originally published on Lingerie Briefs. Read expert insight into the best products in the lingerie market and read intelligent articles about women's intimate desires. Written by the founder, Ellen Lewis, lingerie industry expert.
Disruption, crossing borders, diversification, outside of the box: we’ve been talking about cultural upheaval for a couple of years now; on Lingerie Briefs as recently as this week’s fashion editorial. The market initially used the term ‘Athleisure’ because the trend began with casual loungewear. I dubbed it ‘Everywear’ as lingerie emerged in wardrobes and every facet of the intimate category seeped into the streets.
Now NK iMode has embraced this lifestyle trend labeling it ‘Livingwear’. I have followed this Vancouver based silk brand for over 10 years now, ever since their iconic Morgan chemise made waves in the Lingerie market. I wrote about them, not only Morgan, but also their bridal and plus size collections. They were always a market mainstay, not only for me, but countless retailers who recognized the value inherent in their collections. Then, for a while, they appeared to disappear from the traditional market radar.
Why? Because they took a leap, defying traditional wholesale merchandising and brought their sales wholly on-line. Trusting in the power of social media, and direct to buyer contact, they have propelled the business forward putting down international stakes. Their magic bullet is silk; stretch, georgette, woven charmeuse. Exquisitely crafted with Chantilly and Leavers laces, and promoted through influencers , these styles are recognized for its versatility in fashion vernacular. NK iMode’s Livingwear campaign delivers a modern approach to a classic lingerie business. And it’s working.