Badgley Mischka Gets Intimate

Badgley Mischka Gets Intimate
By Karyn Monget

The first collection of lingerie bearing the Badgley Mischka Couture name will be launched for holiday.The licensing deal with Ariela-Alpha International was coordinated by Badgley Mischka's parent, the Iconix Brand Group, which started a number of licenses for Badgley Mischka last year, including fragrance, handbags, eyewear and cold-weather accessories. Daywear and sleepwear will be added next year, as well as a secondary lingerie label, Badgley Mischka Platinum.The compact line of signature embroidered and beaded bras and coordinating undies will be a "natural progression for our couture clothes," said Mark Badgley. "One problem was, customers would say, ‘Oh, my gosh, what do we wear under these clothes?' It's always been a big part of what we do and we've always been trying to build in the proper corsetry in our evening gowns, but it never worked, so we are launching this [intimates] collection. Our customer always loves beautiful underpinnings."

I think this will be a good step to help Mischka expand her product line.

-Gwen Rutkowski