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Selasa, 13 Desember 2016

Sexy Stars: Rita Ora wears lingerie and Priyanka Chopra is a stunner in navy blue

image

She wore what?!

Stars got racy in their respective red carpet looks this week -- and some more than others.

It seems like Rita Ora forgot to look in the mirror before leaving home. The singer hit the red carpet wearing ... lingerie. Nonetheless, she rocked it with no shame.

"Quantico" star Priyanka Chopra was a stunner in blue at a UNICEF event. The actress paired the figure-hugging dress with a sexy red lip.

Of course, Ashley Graham oozed sex appeal at a Sport's Illustrated event, wearing a sequined pink-and-black frock. The model flashed major cleavage in the tight number.

Check out other sexy looks from this week in the slideshow below:

9 PHOTOS

Sexy Stars: Week of December 12

See Gallery

Rita Ora took her bedroom wear to the red carpet in a daring outfit -- where do we even begin looking?!

(Photo: Getty)

Bombshell alert! Ashley Graham flashed major cleavage in a sequined pink-and-black dress at a Sport's Illustrated event.

(Photo: Getty)

Eva Longoria proved you can't go wrong in black as she attended a gala during the Dubai International Film Festival. The actress flaunted a hint of cleavage in an off-the-shoulder gown with a show-stopping train.

(Photo: Getty)

Brunette babe! Actress Kate Beckinsale rocked an all-black jumpsuit while promoting her new movie.

(Photo: Getty)

Alexa Chung got into the holiday spirit in this stunning gold gown for a dinner supporting Women's Global Movement For Gender Equality, 'HeForShe.'

(Photo: Getty)

Helen Mirren is a true ageless beauty! The actress wore an all-blue outfit at the premiere of Collateral Beauty in New York City.

(Photo: Getty)

Actress Priyanka Chopra is a true stunner! The "Quantico" star can even make a simple navy dress look good.

(Photo: Getty)

TOKYO, JAPAN - DECEMBER 13: Milla Jovovich attends the world premiere of 'Resident Evil: The Final Chapter' at the Roppongi Hills on December 13, 2016 in Tokyo, Japan. (Photo by Jun Sato/WireImage)

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| Sexy | Stars: | Rita | wears | lingerie | Priyanka | Chopra | stunner | navy | blue | Aol | Editors< | p> Dec | 13th | 2016 | 6:26PM< | p> < | div> < | div> < | div> She | wore | what | p> Stars | racy | their | respective | carpet | looks | this | week | some | more | than | others | p> It | seems | like | forgot | look | mirror | before | leaving | home | singer | wearing | Nonetheless | rocked | with | shame | p> Quantico | star | UNICEF | event | actress | paired | figure | hugging | dress | sexy | p> Of | course | Ashley | Graham | oozed | appeal | Sports | Illustrated | sequined | pink | black | frock | model | flashed | major | cleavage | tight | number | p> Check | other | from | slideshow | below:< | p> 9< | span> | PHOTOS< | span>< | p> Sexy | Week | December | p> See | Gallery< | div> Rita | took | bedroom | wear | ng outfit | where | even | begin | looking | p> (Photo: | Getty)< | div> Bombshell | alert! | div> Eva | Longoria | proved | cant | wrong | attended | gala | during | Dubai | International | Film | Festival | flaunted | hint | an off | shoulder | gown | show | stopping | train | div> Brunette | babe! | Actress | Kate | Beckinsale | rocked an | jumpsuit | while | promoting | movie | div> Alexa | Chung | into | holiday | spirit | stunning | gold | dinner | supporting | Womens | Global | Movement | Gender | Equality | HeForShe | div> Helen | Mirren | true | ageless | beauty! | outfit | premiere | Collateral | Beauty< | York | City | div> Actress | stunner! | Quantico | make | simple | good | div> TOKYO | JAPAN | DECEMBER | Milla | Jovovich | attends | world | Resident | Evil: | Final | Chapter | Roppongi | Hills | Tokyo | Japan | (Photo | Sato | WireImage)< | p> Up | Next< | span> See | div> Discover | More | Like | This< | span> < | div> | button> | button> < | button>< | div> of< | p> SEE | ALL< | p> BACK | SLIDE | div> < | div> SHOW | CAPTION | p> HIDE | â€"< | div> Read | Full | Story< |

Global market review of lingerie

NEW YORK, Dec. 13, 2016 /PRNewswire/ -- The 2016 edition of this long-standing report provides - as ever - the complete retail market statistics and forecasts for the global lingerie market. This edition also focuses on the US and Chinese markets, analyses lingerie's supply chain and provides market shares for key brands and retailers.

Report extracts:

The report estimates the world lingerie retail market value for 2016 at US$29.57bn. Europe accounts for US$11.67bn of the total, and North America for US$7.93bn. Together they have a combined share of 66.3% of the world total. The percentage share held by Asia is 20.4%, and the combined share of South America and the rest of the World is 13.3%.

Brands (retail or manufacturer) resonate with consumers because they trust them. They trust them for fit and hence they are loyal to them. Therefore, hanging on to brands that the consumer believes in is vital. Hanes have done it very well in both North America and Europe with different brand names. Triumph have done it well in both Europe and Asia with the same names.

The world bra market for 2016 is worth US$16.42bn. Bras account for 55.5% of the world lingerie market. Europe and North America together have a combined percentage share of 68.7%. This exceeds the percentage share of lingerie as a whole, and indicates that bras are less important as a woman's purchase in the other continental regions. In unit terms, bra sales are 1596m units per year.

The future of distribution lies in organised retail. The dis-organised markets in the developing world are being eroded. That means for a brand being stocked in well-known retailers and for a retailer having either own brands or manufacturer brands that are trusted. The decisions on what to stock, either going forwards up the supply chain, of backwards down it, is one of the most important decisions to be made in this business.

The world briefs market is quantified in US$ billions value for 2016 at US$9.90bn. This represents 33.5% of the total lingerie market. In unit terms, briefs sales are 5260m units per year.


Read the full report: http://www.reportlinker.com/p03106686-summary/view-report.html

SOURCE Reportlinker

"

| Global | market | review | lingerie | YORK< | span> | 2016< | PRNewswire | 2016 | edition | this | long | standing | report | provides | ever | complete | retail | statistics | forecasts | global | This | also | focuses | Chinese | markets | analyses | lingeries | supply | chain | shares | brands | retailers | p>Report | extracts:< | strong>< | p>The | estimates | world | value | US$29 | 57bn< | Europe< | accounts | US$11 | 67bn< | total | North | America< | US$7 | 93bn< | Together | they | have | combined | share | percentage | held | Asia< | South | rest | World | p>Brands | (retail | manufacturer) | resonate | with | consumers | because | trust | them | They | hence | loyal | Therefore | hanging | that | consumer | believes | vital | Hanes | done | very | well | both | different | brand | names | Triumph | same | worth | US$16 | 42bn< | Bras | account | together | exceeds | whole | indicates | bras | less | important | womans | purchase | other | continental | regions | unit | terms | sales | 1596m | units | year | future | distribution | lies | organised | developing | being | eroded | That | means | stocked | known | retailer | having | either | manufacturer | trusted | decisions | what | stock | going | forwards | backwards | down | most | made | business | briefs | quantified | billions | US$9 | 90bn< | represents | 5260m | p>Read | full | report: | http: | reportlinker | p03106686 | summary | view | html< | p>SOURCE | Reportlinker< |

Kim Kardashian Makes Sexy Return in Lace Lingerie for 'Love' Advent Video

[embedded content]

Naughty for Christmas. >Kim Kardashian has returned to the front of the camera for Day 12 of >Love magazine’s annual Advent calendar.

The publication dropped a new two-minute clip featuring the Keeping Up With the Kardashians star, 36, on Monday, December 12. In the space-themed teaser, the Selfish author strips down to lace lingerie and (barely!) covers up with a brown fur coat

Kim Kardashian Love adventKim Kardashian in 'Love' magazine's annual Advent calendar.

PHOTOS: 12 Times Kim Kardashian Showed Her Kurves in Shockingly Sheer Outfits

"Kim Kardashian West #LOVEadvent," the James Limaâ€"directed video begins. "Peace on Earth."

Kardashian had her dark tresses down for the shoot and wore Coach and Agent Provocateur.

PHOTOS: Naked Celebrity Couples: Pairs Who’ve Posed Nude Together

Kim Kardashian Love AdventKim Kardashian in 'Love' magazine's annual Advent calendar.

Late last month, Love released another video set to >Kanye West’s "Fade," which featured Kardashian's sister >Kendall Jenner and fellow models Emily Ratajkowski, Joan Smalls, Stella Maxwell and Sofia Richie.

PHOTOS: Stars Go Nude on Twitter and Instagram

Kim Kardashian Love AdventKim Kardashian in 'Love' magazine's annual Advent calendar.

Kardashian has been keeping a low profile these days following her scary Paris robbery in October. Late last month, West was also released from the hospital after resting for extreme exhaustion.

Watch the sexy video above!

Can't get enough of Us? Sign up now for the Us Weekly >newsletter packed with the latest celeb news, hot pics and more!

"

| Kardashian | Makes | Sexy | Return | Lace | Lingerie | Love | Advent | Video | [embedded | content]< | p> Naughty | Christmas | Kardashian< | strong>< | returned | front | camera | Love< | em>< | magazine’s | annual | calendar | p> The | publication | dropped | minute | clip | featuring | Keeping | With | Kardashians< | star | Monday | December | space | themed | teaser | Selfish< | author | strips | down | lace | lingerie | (barely!) | covers | with | brown | coat< | p> Kim | magazines | span>PHOTOS: | Times | Showed | Kurves | Shockingly | Sheer | Outfits< | h3> Kim | West | LOVEadvent | James | Limaâ€"directed | video | begins | Peace | Earth | p> Kardashian | dark | tresses | shoot | wore | Coach | Agent | Provocateur | p> PHOTOS: | Naked | Celebrity | Couples: | Pairs | Who’ve | Posed | Nude | Together< | span>Late | last | month | released | another | Kanye | West< | strong>’s< | Fade | which | featured | Kardashians | sister | Kendall | Jenner< | strong> | fellow | models< | Emily | Ratajkowski | Joan | Smalls | Stella | Maxwell | Sofia | Richie | Stars | Twitter | Instagram< | span>Kardashian | been | keeping | profile | these | days | following | scary | Paris | robbery< | October | Late | also | from | hospital | after | resting | extreme | exhaustion | p> Watch | sexy | above!< | p> Cant | enough | Sign | Weekly | newsletter< | packed | latest | celeb | news | pics | more!< | p> |

Senin, 12 Desember 2016

Kim Kardashian Makes Sexy Return in Lace Lingerie for 'Love' Advent Video

[embedded content]

Naughty for Christmas. >Kim Kardashian has returned to the front of the camera for Day 12 of >Love magazine’s annual Advent calendar.

The publication dropped a new two-minute clip featuring the Keeping Up With the Kardashians star, 36, on Monday, December 12. In the space-themed teaser, the Selfish author strips down to lace lingerie and (barely!) covers up with a brown fur coat

Kim Kardashian Love adventKim Kardashian in 'Love' magazine's annual Advent calendar.

PHOTOS: 12 Times Kim Kardashian Showed Her Kurves in Shockingly Sheer Outfits

"Kim Kardashian West #LOVEadvent," the James Limaâ€"directed video begins. "Peace on Earth."

Kardashian had her dark tresses down for the shoot and wore Coach and Agent Provocateur.

PHOTOS: Naked Celebrity Couples: Pairs Who’ve Posed Nude Together

Kim Kardashian Love AdventKim Kardashian in 'Love' magazine's annual Advent calendar.

Late last month, Love released another video set to >Kanye West’s "Fade," which featured Kardashian's sister >Kendall Jenner and fellow models Emily Ratajkowski, Joan Smalls, Stella Maxwell and Sofia Richie.

PHOTOS: Stars Go Nude on Twitter and Instagram

Kim Kardashian Love AdventKim Kardashian in 'Love' magazine's annual Advent calendar.

Kardashian has been keeping a low profile these days following her scary Paris robbery in October. Late last month, West was also released from the hospital after resting for extreme exhaustion.

Watch the sexy video above!

Can't get enough of Us? Sign up now for the Us Weekly >newsletter packed with the latest celeb news, hot pics and more!

"

| Kardashian | Makes | Sexy | Return | Lace | Lingerie | Love | Advent | Video | [embedded | content]< | p> Naughty | Christmas | Kardashian< | strong>< | returned | front | camera | Love< | em>< | magazine’s | annual | calendar | p> The | publication | dropped | minute | clip | featuring | Keeping | With | Kardashians< | star | Monday | December | space | themed | teaser | Selfish< | author | strips | down | lace | lingerie | (barely!) | covers | with | brown | coat< | p> Kim | magazines | span>PHOTOS: | Times | Showed | Kurves | Shockingly | Sheer | Outfits< | h3> Kim | West | LOVEadvent | James | Limaâ€"directed | video | begins | Peace | Earth | p> Kardashian | dark | tresses | shoot | wore | Coach | Agent | Provocateur | p> PHOTOS: | Naked | Celebrity | Couples: | Pairs | Who’ve | Posed | Nude | Together< | span>Late | last | month | released | another | Kanye | West< | strong>’s< | Fade | which | featured | Kardashians | sister | Kendall | Jenner< | strong> | fellow | models< | Emily | Ratajkowski | Joan | Smalls | Stella | Maxwell | Sofia | Richie | Stars | Twitter | Instagram< | span>Kardashian | been | keeping | profile | these | days | following | scary | Paris | robbery< | October | Late | also | from | hospital | after | resting | extreme | exhaustion | p> Watch | sexy | above!< | p> Cant | enough | Sign | Weekly | newsletter< | packed | latest | celeb | news | pics | more!< | p> |

A New Vision of Lingerie: Men Not Required

Photo
ThirdLove is among the indie companies making bras with women, not men, in mind.

When Heidi Zak was getting dressed for work one foggy March morning in 2012, she peered into the drawer that housed her undergarments and sighed sadly. “I pulled out my bras and realized they were so stretched out, and then the dread set in,” Ms. Zak said. “It’s the dread of having to go out and buy new bras.”

At the time, Ms. Zak was a product marketing manager at Google in San Francisco, but she had always toyed with the idea of building a brand. That morning she figured out what it would be.

Photo
The Lonely line is not averse to lace.

A self-described fitness fanatic who prefers running outside to shopping at malls, Ms. Zak wasn’t passionate about lingerie, but she realized that if she hated bra shopping, other women must as well. She left Google later that year and in 2014 introduced ThirdLove, an e-commerce site offering basic but stylish underpinnings designed for women by women.

With her new business, Ms. Zak would seek to solve the plight of bra shopping, which often involves fluorescent lighting, three-way mirrors and a mess of straps and hangers. “Bras should have been the first item to go online,” she said. “You don’t do it with friends, women don’t like the in-store experience, and the market is filled with old-school brands run by middle-aged men who think they’re targeting women.” She says the line has had 20 percent growth month over month since its introduction.

Photo
For Lonely, a model displays the new-school attitude: self-possessed.

ThirdLove joins a growing number of lingerie lines that are reinvigorating an otherwise staid market. Through sleek websites, hip campaign imagery, savvy fit options and compelling social media feeds, companies like Lively, Lonely and Adore Me are making it easier than ever for the online set to shop innerwear. Moreover, the new lines are changing the message behind lingerie from one of oversexualized fantasy to empowerment, confidence and comfort.

This vision marks a contrast with Victoria’s Secret, the bubble-gum pink retailer that, according to the research company IBISWorld, encompasses 62 percent of the $9 billion lingerie market in the United States. That means that a majority of women are buying their most intimate apparel next to life-size photos of supermodels, whose come-hither looks and propped-up underpinnings embody a male fantasy. Emerging lingerie brands are determined to change that association and bring the focus back to women.

Like ThirdLove, Lively is a bra and underwear label that prides itself on being made for women by women. Its founder, Michelle Cordeiro Grant, a former senior merchant for bras at Victoria’s Secret, introduced Lively in April to bridge the worlds of athletic wear and innerwear. She coined the term “leisurée” (a cross, of sorts, between “athleisure” and lingerie) to describe 11 styles of bralettes, push-ups and T-shirt bras offered in a mix of neutrals and bold prints.

“I admire Victoria’s Secret as a business, but I stopped relating to the fantasy and the push-ups and the armor, it was too much for me,” Ms. Grant said. “I wanted to create something more authentic for the modern woman, where she doesn’t have to choose between style and comfort. Victoria’s Secret is the mind-set of ‘How do I feel when a man looks at me?’ versus ‘How do I look when I’m feeling confident, comfortable and ready to take on the day?’”

Photo
A cross-back style from Lively.

In February, before the site went live, Lively ran a referral program offering redeemable points in exchange for email addresses. Within 48 hours, its flash page had 280,000 unique visits. Ms. Grant declined to comment on sales, but said the company had seen month-over-month growth and had received $5.5 million in funding.

Lively uses Instagram to communicate with consumers on matters of fit, design and packaging, then turns the feedback into content. When a shopper tweets #needthis about a specific bra, the hashtag becomes an email headline. And while it celebrates famous fans like Khloe Kardashian and Gigi Hadid, it scours its social feeds to find ambassadors who are everyday women living regular lives. Much like ThirdLove’s fit models, who deliberately look down at themselves instead of posing sensually for the camera, Lively’s fit guide features real customers in sizes ranging from 32A to 38DD.

Photo
A sporty entry from Lively.

“The intimate apparel business has been sluggish in keeping up with consumers,” said Marshal Cohen, the chief industry analyst at NPD Group. “It’s already a product that’s difficult to fit, so if you can find a way to make it a more appealing shopping experience, it’s a home run every time. We’re seeing these emerging brands reach consumers on an emotional level, and now stores are going to have to play catch up.”

This emerging market is also capturing the Hollywood audience. In August, Lena Dunham and Jemima Kirke posed for a photo shoot in Lonely, a lingerie and ready-to-wear label based in Auckland, New Zealand. The actresses joined what Helene Morris, a founder of the line, calls the “Lonely Girls Project,” an artistic photo series of real women wearing the label in a range of places, from their bedrooms to the beach.

“We’re trying to show women as they are and not trying to change them,” Ms. Morris said. “We want to celebrate our flaws and see the beauty in our differences. It’s so important and empowering for women to celebrate their shape.”

Once the images of Ms. Dunham and Ms. Kirke surfaced, the Lonely site received more than 600,000 views and temporarily lagged. The company also photographed the artist Petra Collins, who set off an online reaction after posing with body hair.

“We are challenging people and offering a wider viewpoint, which can only be a good thing,” Ms. Morris said.

Continue reading the main story"

| Vision | Lingerie: | Required | Photo< | span>< | div> ThirdLove | among | indie | companies | making | bras | with | women | mind | span> When | Heidi | getting | dressed | work | foggy | March | morning | 2012 | peered | into | drawer | that | housed | undergarments | sighed | sadly | “I | pulled | realized | they | were | stretched | then | dread | said | “It’s | having | ”< | p> At | time | product | marketing | manager | Google | Francisco | always | toyed | idea | building | brand | That | figured | what | would | p> Photo< | span> < | div> The | Lonely | line | averse | lace | span> A | self | described | fitness | fanatic | prefers | running | outside | shopping | malls | wasn’t | passionate | about | lingerie | hated | other | must | well | left | later | year | 2014 | introduced | ThirdLove< | commerce | site | offering | basic | stylish | underpinnings | designed | p> With | business | seek | solve | plight | which | often | involves | fluorescent | lighting | three | mirrors | mess | straps | hangers | “Bras | should | have | been | first | item | online | “You | don’t | friends | like | store | experience | market | filled | school | brands | middle | aged | think | they’re | targeting | says | percent | growth | month | over | since | introduction | div> For | model | displays | attitude: | possessed | span> ThirdLove | joins | growing | number | lines | reinvigorating | otherwise | staid | Through | sleek | websites | campaign | imagery | savvy | options | compelling | social | media | feeds | Lively< | Lonely< | Adore | easier | than | ever | shop | innerwear | Moreover | changing | message | behind | from | oversexualized | fantasy | empowerment | confidence | comfort | p> Continue | reading | main | story< | div> This | vision | marks | contrast | Victoria’s | Secret | bubble | pink | retailer | according | research | company | IBISWorld | encompasses | billion | United | States | means | majority | buying | their | most | intimate | apparel | next | life | size | photos | supermodels | whose | come | hither | looks | propped | embody | male | Emerging | determined | change | association | bring | focus | back | p> Like | ThirdLove | Lively | underwear | label | prides | itself | being | made | founder | Michelle | Cordeiro | Grant | former | senior | merchant | April | bridge | worlds | athletic | wear | coined | term | “leisurée” | cross | sorts | between | “athleisure” | lingerie) | describe | styles | bralettes | push | shirt | offered | neutrals | bold | prints | p> “I | admire | stopped | relating | armor | much | wanted | create | something | more | authentic | modern | woman | where | doesn’t | choose | style | ‘How | feel | when | versus | look | I’m | feeling | confident | comfortable | ready | take | ’”< | div> A | span> In | February | before | went | live | referral | program | redeemable | points | exchange | email | addresses | Within | hours | flash | page | unique | visits | declined | comment | sales | seen | received | million | funding | p> Lively | uses | Instagram | communicate | consumers | matters | design | packaging | turns | feedback | content | When | shopper | tweets | needthis | specific | hashtag | becomes | headline | while | celebrates | famous | fans | Khloe | Kardashian | Gigi | Hadid | scours | find | ambassadors | everyday | living | regular | lives | Much | ThirdLove’s | models | deliberately | down | themselves | instead | posing | sensually | camera | Lively’s | guide< | features | real | customers | sizes | ranging | 38DD | sporty | entry | span> “The | sluggish | keeping | Marshal | Cohen | chief | industry | analyst | Group | already | that’s | difficult | make | appealing | it’s | home | every | We’re | seeing | these | emerging | reach | emotional | level | stores | going | play | catch | p> This | also | capturing | Hollywood | audience | August | Lena | Dunham | Jemima | Kirke | posed | photo | shoot< | based | Auckland | Zealand | actresses | joined | Helene | Morris | calls | “Lonely | Girls | Project< | artistic | series | wearing | range | places | bedrooms | beach | p> “We’re | trying | show | them | “We | want | celebrate | flaws | beauty | differences | It’s | important | empowering | shape | p> Once | images | surfaced | views | temporarily | lagged | photographed | artist | Petra | Collins< | reaction | after | body | hair | div> “We | challenging | people | wider | viewpoint | only | good | thing | p> Continue |

Kris Jenner Sports Hoodie With Image of Daughter Kylie in Lingerie, Celebrates Her Sexy Calendar

Playing Kris Jenner Sports Hoodie With Image of Daughter Kylie in Lingerie, Celebrates Her Sexy Calendar

Kris Jenner happily models her daughter Kylie's new merchandise.

On Sunday night, Kylie posted a video to Snapchat of of her momager sporting a hoodie that featured an image of the 19-year-old reality star wearing only lingerie.

WATCH: Kris Jenner Impresses Daughter Kylie With Sexy >Alice in Wonderland Costume

Kylie's new line of merch not only has clothing with her face on it, but also has some quotes that she's said over the years, including, "Like, I'm realizing stuff."

In addition to modeling for her youngest daughter, Kris was on hand when Kylie posed for photographer Terry Richardson upon creating her 2017 calendar. In a behind-the-scenes look from the photoshoot, the mother of six is seen giddily clapping for Kylie.

"Wow Kylie!! 2017 calendar shot by @terryrichardson!! What an incredible year it's been!!" Kris gushed on Instagram. "I am so proud of you and excited for everything 2017 has in store!"

[embedded content]

MORE: Kris Jenner Gave Daughter Kylie a Framed Image of Her DNA -- 'This Is What You're Made Of'

Kylie has a lot of respect for her mother, and in an interview with ET she revealed that she sees Kris as a role model. "I feel like she has a huge influence on all of us," she admitted.

As for the best advice she's received from her mom, Kylie shared, "Be nice to everybody, and just behave well. Do what you love. I like to do stuff that I'm passionate about and believe in."

SHARE ON FACEBOOK SHARE SHARE ON TWITTER TWEET
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| Kris | Jenner | Sports | Hoodie | With | Image | Daughter | Kylie | Lingerie, | Celebrates | Sexy | Calendar | Playing< | span> | Lingerie | Calendar< | p> < | div> Kris | happily | models | daughter | Kylies | merchandise | p> On | Sunday | night | posted | video | Snapchat | momager< | sporting | hoodie | that | featured | image | year | reality | star | wearing | only | lingerie | p> WATCH: | Impresses | Alice | Wonderland< | Costume< | strong>< | p> Kylies | line | merch | clothing | with | face | also | some | quotes | shes | said | over | years | including | Like | realizing | stuff | p> In | addition | modeling | youngest | hand | when | posed | photographer | Terry | Richardson | upon creating | 2017 | calendar< | behind | scenes | look | from | photoshoot | mother | seen | giddily | clapping | p>Wow | Kylie!! | calendar | shot | @terryrichardson!! | What | incredible | been!! | gushed | Instagram | proud | excited | everything | store!< | p> [embedded | content]< | p> MORE: | Gave | Framed | This | Youre | Made | p> Kylie | respect | interview | revealed< | sees | role | model | feel | like | huge | influence | admitted | p> As | best | advice | received | shared | nice | everybody | just | behave | well | what | love | passionate | about | believe | p> SHARE | FACEBOOK< | SHARE< | span>< | SHARE | TWITTER< | TWEET< | span> < | div> < | div> |

A New Vision of Lingerie: Men Not Required

Photo
ThirdLove is among the indie companies making bras with women, not men, in mind.

When Heidi Zak was getting dressed for work one foggy March morning in 2012, she peered into the drawer that housed her undergarments and sighed sadly. “I pulled out my bras and realized they were so stretched out, and then the dread set in,” Ms. Zak said. “It’s the dread of having to go out and buy new bras.”

At the time, Ms. Zak was a product marketing manager at Google in San Francisco, but she had always toyed with the idea of building a brand. That morning she figured out what it would be.

Photo
The Lonely line is not averse to lace.

A self-described fitness fanatic who prefers running outside to shopping at malls, Ms. Zak wasn’t passionate about lingerie, but she realized that if she hated bra shopping, other women must as well. She left Google later that year and in 2014 introduced ThirdLove, an e-commerce site offering basic but stylish underpinnings designed for women by women.

With her new business, Ms. Zak would seek to solve the plight of bra shopping, which often involves fluorescent lighting, three-way mirrors and a mess of straps and hangers. “Bras should have been the first item to go online,” she said. “You don’t do it with friends, women don’t like the in-store experience, and the market is filled with old-school brands run by middle-aged men who think they’re targeting women.” She says the line has had 20 percent growth month over month since its introduction.

Photo
For Lonely, a model displays the new-school attitude: self-possessed.

ThirdLove joins a growing number of lingerie lines that are reinvigorating an otherwise staid market. Through sleek websites, hip campaign imagery, savvy fit options and compelling social media feeds, companies like Lively, Lonely and Adore Me are making it easier than ever for the online set to shop innerwear. Moreover, the new lines are changing the message behind lingerie from one of oversexualized fantasy to empowerment, confidence and comfort.

This vision marks a contrast with Victoria’s Secret, the bubble-gum pink retailer that, according to the research company IBISWorld, encompasses 62 percent of the $9 billion lingerie market in the United States. That means that a majority of women are buying their most intimate apparel next to life-size photos of supermodels, whose come-hither looks and propped-up underpinnings embody a male fantasy. Emerging lingerie brands are determined to change that association and bring the focus back to women.

Like ThirdLove, Lively is a bra and underwear label that prides itself on being made for women by women. Its founder, Michelle Cordeiro Grant, a former senior merchant for bras at Victoria’s Secret, introduced Lively in April to bridge the worlds of athletic wear and innerwear. She coined the term “leisurée” (a cross, of sorts, between “athleisure” and lingerie) to describe 11 styles of bralettes, push-ups and T-shirt bras offered in a mix of neutrals and bold prints.

“I admire Victoria’s Secret as a business, but I stopped relating to the fantasy and the push-ups and the armor, it was too much for me,” Ms. Grant said. “I wanted to create something more authentic for the modern woman, where she doesn’t have to choose between style and comfort. Victoria’s Secret is the mind-set of ‘How do I feel when a man looks at me?’ versus ‘How do I look when I’m feeling confident, comfortable and ready to take on the day?’”

Photo
A cross-back style from Lively.

In February, before the site went live, Lively ran a referral program offering redeemable points in exchange for email addresses. Within 48 hours, its flash page had 280,000 unique visits. Ms. Grant declined to comment on sales, but said the company had seen month-over-month growth and had received $5.5 million in funding.

Lively uses Instagram to communicate with consumers on matters of fit, design and packaging, then turns the feedback into content. When a shopper tweets #needthis about a specific bra, the hashtag becomes an email headline. And while it celebrates famous fans like Khloe Kardashian and Gigi Hadid, it scours its social feeds to find ambassadors who are everyday women living regular lives. Much like ThirdLove’s fit models, who deliberately look down at themselves instead of posing sensually for the camera, Lively’s fit guide features real customers in sizes ranging from 32A to 38DD.

Photo
A sporty entry from Lively.

“The intimate apparel business has been sluggish in keeping up with consumers,” said Marshal Cohen, the chief industry analyst at NPD Group. “It’s already a product that’s difficult to fit, so if you can find a way to make it a more appealing shopping experience, it’s a home run every time. We’re seeing these emerging brands reach consumers on an emotional level, and now stores are going to have to play catch up.”

This emerging market is also capturing the Hollywood audience. In August, Lena Dunham and Jemima Kirke posed for a photo shoot in Lonely, a lingerie and ready-to-wear label based in Auckland, New Zealand. The actresses joined what Helene Morris, a founder of the line, calls the “Lonely Girls Project,” an artistic photo series of real women wearing the label in a range of places, from their bedrooms to the beach.

“We’re trying to show women as they are and not trying to change them,” Ms. Morris said. “We want to celebrate our flaws and see the beauty in our differences. It’s so important and empowering for women to celebrate their shape.”

Once the images of Ms. Dunham and Ms. Kirke surfaced, the Lonely site received more than 600,000 views and temporarily lagged. The company also photographed the artist Petra Collins, who set off an online reaction after posing with body hair.

“We are challenging people and offering a wider viewpoint, which can only be a good thing,” Ms. Morris said.

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