Undies Monday: Rachel Zoe to endorse underwear and shapeware by Jockey
Rachel Zoe is expanding her empire, as she often does, by teaming up with a big corporation to bring a dose of her chic style to a mass market product. This time she is "curating" a line of "must have" underwear and shapewear with Jockey. So, it's really unclear how much input she will have, other than putting a "preferred by Rachel Zoe" tag on the pieces. Hmm. This reminds me of Rachel Zoe's picks for Piperlime.
"Style starts from within, and having the right foundation is critical to the ultimate success of your outfit. I love marrying comfort with style, and this new collection by Jockey does just that," Zoe told WWD. This is actually a pretty natural pairing, considering how much Zoe discussed the right foundational garments for red carpet dresses during The Rachel Zoe Project.
Like most Zoe ventures, there is going to be a lot of marketing. Like, a lot a lot. New York, Los Angeles, Chicago, Dallas and Atlanta will see outdoor campaigns, there will be national print advertising, natch, and a Webisode series this fall for a social-media campaign that will also appear on jockey.com. Zoe will also host a "celebrity studded" event in L.A. in October.
As for the line itself, it is described as "cotton-rich comfort meets all-day curve control" and features a three-panel design in items like tanks, shorts, slips and briefs. More fashion forward intimates like bikinis, thongs, hipsters, boy shorts and tanks will follow in modern silhouettes in solid colors and graphic prints.
The shapewear will retail from $26 to $57, and tops will sell for $21 and $24. Undies will be priced $10.50 each or three pairs for $27.