Tra La La: Pinup-Era Lingerie Gets Modern
High-waist panties and intricately stitched balconette bras that look like they could have been worn by vintage pinup models come to life with a modern twist in Kristine Hardig’s innerwear line, Tra La La. Los Angeles–based Hardig launched Tra La La in 2004 to provide lingerie that was both sophisticated and sexy, using 1940s- and 1950s-era lingerie as a muse.
“It seemed like there were garter belts and all these sexy things, but it was either skewed very mature or geared toward older women with more coverage or it was kind of tacky and cheap,” Hardig said. “I wanted to find that sweet spot, where it was something that was very sexy, it was for the fashion/body–conscious female, but at that same time, it was really classy and using high-end materials.”
After a season-long hiatus, Hardig relaunched Tra La La for Spring 2009 with a new boost of fuel through a partnership with New York–based Delta Galil Industries. Delta produces lingerie for brands such as Tommy Hilfiger and Nicole Miller.
Under the new partnership, Tra La La has been able to expand its offerings, refine its fit and develop its design. On the horizon is re-creating vintage-stitching techniques.
Hardig created her playful vixen designs—including panties dripping with rows of fringe and a modern, black power net-and-lace quarter-cup bra and high-waist panty set—as an answer to American women’s evolving embrace of sexuality. The Kentucky native remembers when thongs were a taboo 10 years ago.
“I think that women are really getting in touch with their sexuality and sensuality,” Hardig said. “It doesn’t have to be so extreme. It doesn’t have to be the basic conservative lingerie or the naughty sex-store thing. There’s an opening for that now.”
Wholesale price points range from $7.20 for stretch-woven satin thongs up to $59.20 for a stretch-satin baby doll. For more information, call Wendy Herman, head of sales, at (212) 710-6440. —Rhea Cortado
