Outside With Underglam
Even the girly girls don’t want to wear frilly lingerie all of the time. This was Los Angeles–based Natalie Fritz’s modus operandi when she designed underwear inspired both by sportswear and the soft, feminine touch of classic intimates.
The result was Underglam Inc., her label sold in Los Angeles boutiques such as Lisa Kline, Blonde and Fred Segal Melrose.
More than 174 retailers attending the August Los Angeles Market Week got a sneak peak of Fritz’s latest collection at an Aug. 14 fashion show on the California Market Center’s courtyard patio.
Fritz characterized her Spring collection as a change from her Fall 2003 looks, which had experimented with dark colors.
“It’s a little more whimsical,” she said. “Our second line is more cheeky and fun.”
“Cheeky and fun” describes the collection’s trim tank covered with lighthearted drawings of underthings and a chocolate-brown sleep pant with blue Hawaiian flowers.
The show also introduced the designer’s lingerie collaboration with Anna Sui. Underglam for Anna Sui mixes Fritz’s light athletic touch with Sui’s rock ’n’ roll theater. The collection’s trompe l’oeil–front tank meshes black rayon/Lycra material and white art deco details for a Parisian fin de siegrave;cle look.
Fritz said collaborating with Sui not only meant using the fashion icon as inspiration but also using materials that Fritz had never considered, such as stretch lace and thick embroidered nylons.
“I remember flying to New York 10 years ago, and the only place I wanted to go was Anna Sui,” Fritz said. Upon meeting her last year, Fritz was impressed that Sui could both be down-to-earth and have the creativity and the savvy to be a fashion favorite year after year.
In 2003, Underglam’s revenue was $750,000, according to Fritz. Her retail price points are $20 to $140 for underwear, $40 to $68 for camisoles, $68 for nightgowns and $72 for sleep pants. —Andrew Asch
