It’s generally best for a passionate male sports fan to keep his obsession out of the bedroom when it comes to relations to the opposite sex, but a company in England is helping to change that predicament.

Premier Lingerie has partnered with two Premier League clubs to produce lingerie with the team’s clubs and colors. And this isn’t just so the fellas can live out some sort of Harlequin-style soccer fantasy — it's for the female footie fan.

“Women now make up about 20 percent of football supporters but only three to five percent of club merchandise is aimed at them,” said Paul Robinson, director of Premier Lingerie, to the Daily Mail. “A lot of clubs simply stock pink T-shirts with the club's logo on them. That's not good enough. Not enough clubs are doing anything sassy for their female fans, so that's where we're helping.”

Premier Lingerie recently partnered with Premier League team Newcastle United on the heels of signing a deal with the Wolverhampton Wanderers before the holidays last year. It is in conversations with other teams about producing similar lingerie lines, the brand's website notes.

We may all have Katy Perry to thank for this.Continue reading...

In an effort to rework its brand structure, La Perla will consolidate its current lines into three core brands. Their newest line, Villa Toscana, which offers lingerie, beachwear and loungewear designed for contemporary, "aspirational" customers, will absorb La Perla's Anna Club, Aquasuit and Joelle brands.

The Black Label, Limited Edition and Bridal labels will be consolidated into the highest-end line, called simply La Perla. La Perla Studio, Malizia and Glamour will combine to form La Perla Studio.

In rethinking its strategy, La Perla's overall goal is to distance the brand itself from its fairly recent, fashion-oriented positioning. Trend-driven lingerie was good for the brand, but was beginning to create a disconnect with consumers.Continue reading...

“Sexiness for everyone. Everywhere.” It’s a very appropriate tagline for a lingerie company – though one that viewers aren’t often apt to consider the implications of. That may be why the recent advertisement for the German online lingerie store Liaison has caused such controversy.

The ad opens with a beautiful woman putting on underwear and dressing. Rhythmic Middle Eastern music plays, but it all seems like a fairly standard advertisement. Until, in a twist at the end, she puts on her burka.Continue reading...

Stella McCartney has proven herself to be the busiest and most fashionable bee of them all. Most recently, the rockstar offspring expanded her brand with a collaboration with Gap. She continues to do so by debuting her first intimates collection for spring/summer 2010 featuring vintage-inspired styles. As WWD reported today:

“This season we looked at the Twenties and Fifties, which comes through the range in silhouette and specially developed embroidery and gold retro hardware,” said McCartney, who added she thinks of lingerie as “really handmade precious pieces.” She believes lingerie is important when it comes to making a woman feel beautiful and empowered.Continue reading...