Tomima's Blog – Lingerie & Underwear Expert

(un)covering what's under everything

An Exciting New Concept in Shapewear: Diva Defined

December 16, 2009

 

My buyers returned from NYC last month with arm-fulls of shapewear catalogs.  It seems like everyone is trying to get on the shapewear band wagon.  Understandable since this category is one of the few success stories this year. It all looks pretty much the same, except for one – Annette’s new line called Diva Defined.

I’ve never seen anything like it.  What they’ve done is inserted an internal back belt-like design with hook adjusters so you can adjust how much support you want or need.  And this internal feature is invisible on the outside.

So, here’s what I like about it.  We all know shapewear is not that comfortable to wear all day.  With the Diva Defined, you can put it on a loose setting while driving, or sitting at your desk.  When you need to give a presentation, or want to look svelte in front of your boss, just dash into the ladies room and tighten it up.  It really gives you the flexibility of wearing shapewear all day yet with some relief at the same time.

Right now, there are 5 styles: two panties, a camisole, a biker short and a full slip.  This collection is made by Annette – a shapewear brand that has been around for over 25 years.  So, you know it’s a quality product and has been well thought out and tested.

If you’re a shapewear wearer, I think the Diva Defined Collection is something you should strongly consider.

 

I wrote about another innovation in shapewear earlier this year, Cosabella Smooth Bamboo line.

 

Find Annette lingerie at HerRoom in these departments:
Bras
Shapewear

 

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Posted by Tomima at 1:21pm
1 Comment »

Elomi Bras – Beautiful Bras for the Fuller Figure

November 02, 2009

A few weeks ago, the fabulous team from elomi stopped by to work with my creative team in creating a video of elomi’s terrific collection of bras.  I must say that I was truly surprised.  I knew they were pretty bras, but had no idea how really great they looked on a fuller figure woman.

We brought in our 36G and average height model for the shoot.  I was first struck by how proportioned all the bras were on her.  In this business, you constantly hear the complaint that larger cupped bras look like a "harness."  Well, elomi has figured out how to give support while paring down the back.  Their bras average 2 to 3 hooks at most in the back.  And the leotard-back styling is flattering as well as supportive.

The next thing I noticed was that all the bras were really pretty – great details and well-fitting.  Take, for example, elomi’s Lara underwire demi-cup bra 8050.  I don’t ever remember seeing a true demi bra in large cup sizes that fit and was flattering.  Well, this one was a great surprise.  We actually put it on several models, and every model looked great in it, and wanted it.

So, the good news here is that full-figure and plus-size women now have some really beautiful bra options.  Take a look at the video Freddy Zappe, national fit expert, and I did below and see if you don’t agree that these bras really look great.

Earlier last year, I met with Elomi design Leisl George. She talked about how elomi designs full figure and plus-size bras. You can learn more about elomi cup and band sizing for full figure women.

 

Find elomi lingerie at HerRoom in these departments:
Bras

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Posted by Tomima at 11:52am
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American Women May Be Getting Larger, But So Are the Brits

August 19, 2009

 

It’s only good news that we American women have company with British women.  The truth is that the average woman in both America and the UK is getting bigger.  A recent study revealed that the average UK gal is now a size 14/16 – pretty much the same size as the average American female.  According to the Centers for Disease Control and Prevention, the average American woman weighs in at 164 pounds and wears a size 14.

The plus-size lingerie manufacturer Eveden (makers of Goddess, Fantasie, Freya and elomi) recently shared that bra band sizes of 44 and 46 see the largest increase in sales year after year.  And cup sizes are also on the rise with a new emphasis being placed on G cup sizes and larger (in the US, that would be a DDDD cup). As for their knickers business, 40% is in sizes 16 and larger – that’s XL and larger in US sizing.

Last year Eveden introduced a new line, elomi, to address the fuller figure market with larger cup and band sizes.  With the launch of elomi, more than 30% of sales were in the G cup or larger size range.  HerRoom.com also carries elomi and we tracked the same results in our sales of elomi bras.

With our female population growing in size, it’s nice to know that lingerie manufacturers are providing pretty and supportive alternatives to meet the new size range.

 

Find elomi lingerie at HerRoom in these departments:
Bras
Panties

 

Follow HerRoom on Twitter for daily tips.

Posted by Tomima at 10:25am
1 Comment »