Honeydew Launches Signature Collection
The 3-year-old Los Angeles–based junior line Honeydew is growing up with the launch of Honeydew Signature, a higher-end line for a more sophisticated customer.
Benny Zafrani, senior partner and designer of the line, explains the difference between the two collections with an example of styles.
For Honeydew Signature’s “Mena” group, “we did a cute tap pant with lace appliqueacute;. If it was Honeydew, it would be a cute little tight boy short.”
Honeydew Signature’s first collection is cut in a glossy silk-and-spandex blend and features rich, muted hues such as copper, moss, midnight slate and ivory. The clean, refined shape of the camisoles is highlighted by details such as darts for a tailored fit, silk straps as opposed to elastic and a V-neck on the front and back of a camisole. Wholesale price points range from $6 for the “Lucy” color-block panty to $10 for the “Jane” skirted thong, $16 for the basic “Eden” camisole with mesh trim and $32 for the “Lucy” color-block slip.
Zafrani plans to introduce high-quality cotton fabrications including Supima cotton, Modal, rayon and nylon and 2x1 ribbed cotton for Signature’s next season. Though some Honeydew Signature styles are aimed at the ladylike missy customer, others such as the color-blocked “Lucy” group in rusty orange and jewel tones are designed for a savvy contemporary customer who wears her lingerie as outerwear. “This [group] is the most fun out of the line. The slip is just long enough to wear with a pair of jeans,” said Zafrani, who added that the A-line fit flatters the waistline.
For more information, visit the Wells Intimates Showroom in the California Market Center, Suite B1085, or call (800) 748-6134.
—Rhea Cortado
