Topshop Salutes Smack
Beginning this month, the Los Angeles–based lingerie line Smack will be prominently featured in a 16 1/2-by-8-foot wall space in the Oxford Circus location of U.K. teen retailer Topshop, the largest display of the line in any one retail store.
According to founder and designer Sophie Marquart, Smack was one of the first lingerie lines to screen-print “cheeky” pictures and text onto underwear bums when it launched in 2000. Smack appeals to outspoken girls, with cotton/spandex “girl boxers,” triangle bras, camisoles and thongs in bright contrasting colors, all-over quirky prints and text such as “I’ll show you mine if you show me yours.”
The Australian-born designer counts Urban Outfitters as one of her biggest U.S. accounts. A pair of boy shorts retails for about $12.
The increased brand visibility couldn’t come at a better time for Marquart, who is in the midst of expanding the brand—with plenty of help from Topshop. Smack’s swimwear line, launched last year, is also carried at the store. A Smack men’s line of retro boxers and tanks is next on the list to be shown in two months to buyers for Spring 2006 deliveries. Marquart also designs lingerie for Topshop’s private label, though her privatelabel work is not connected to Smack.
Marquart said snagging the wall space at Topshop is a “huge thing” for her business. “I would say they are a world leader,” Marquart said of Topshop. “I think they’re cutting edge and huge. I’m really proud to be in there. —Rhea Cortado
