Hale Bob: Contemporary Label Gets Intimate
You won’t find any dainty polka dots or precious heart prints in Hale Bob’s new intimates line. The 5-year-old brand, known for selling vibrant, attention-grabbing printed tops and dresses, is infusing the same excitingly fast, trendy pace of contemporary fashion into its new Hale Bob Intimate line.
“It was really important to bring a contemporary feel to lingerie,” said Adi Mail, creative director for Demi Nu, the licensee for Hale Bob Intimate. “It’s not something that’s very cutesy and whimsical. We don’t do little hearts and cute little ladybugs type of lingerie.”
The transition from ready-to-wear to loungewear was easy for Hale Bob. The idea for an intimates line came from a burnout camisole that seamlessly crossed over to the sleepwear sphere and was sold at Neiman Marcus in the innerwear department.
Hale Bob continues to take advantage of the crossover appeal of clothing and sleepwear. Some prints in the Hale Bob Intimate line are the same as those in the ready-to-wear line, and Mail imagines that the woman who wears Hale Bob Intimate “wants to stay fashionable and stay edgy” even while just lounging around the house.
For the debut Spring ’09 line, the bright and colorful sleepwear prints were inspired by Hotel Byblos in St-Tropez in the south of France. Pieces with geometric prints in bright colors, scarf prints and a nod to Pucci have a beachy vibrancy. On the softer side is a silk charmeuse lace print in powder pink and black and a sheer pink lace baby doll with wide peach lace trim. Wholesale price points range from $24 for silk charmeuse panties up to $66 for a silk charmeuse romper or chemise.
For more information, contact Mode Studio, located in suite 609 of The New Mart, at (213) 438-0850. —Rhea Cortado
