Wolford and Amina Muaddi are becoming a member of forces within the innerwear world.
The European innerwear model and the Jordan-Romanian shoe designer launched the limited-edition Amina Muaddi x Wolford assortment in the present day.
Wolford, which sells the whole lot from lingerie to beachwear and ready-to-wear attire, is attempting to get again to its roots as an innerwear model — and hoping Muaddi may also help.
“Our DNA is that we create skinwear,” Silvia Azzali, Wolford’s chief industrial officer, informed WWD, explaining that by “skinwear” she is referring to “the first layer that touches the skin,” akin to leggings, hosiery and bodysuits. “We are a skin-to-skin model; the layer closest to the pores and skin. You use Wolford to finish your outfit in the perfect method. When you purchase an incredible gown, let’s say from Chanel, usually you mix the gown indirectly with Wolford. It’s the easiest way to emphasise your gown.
“We don’t want to become a complete fashion brand,” she continued. “We don’t want to make [more] ready-to-wear, because it is not our DNA. We want to continue to make the best skinwear in the world.”
Leggings, in any case, had been one of many strongest classes all through the pandemic, rising practically one hundred pc in 2020, year-over-year, Azzali mentioned.
The 71-year-old firm, which is predicated in Austria, determined to work with Muaddi as a result of a part of its progress technique is to raise feminine designers.
“Amina represents a modern designer, a young designer,” Azzali mentioned. “She’s well-known amongst style and development seekers and this can be a goal that we positively wish to entice. On the opposite hand, Wolford can provide a really sturdy international retail and wholesale community to spice up visibility and enterprise.
“Amina designs shoes,” she continued. “But she also has a really good understanding of the body of the woman.”
The shoe designer left Oscar Tiye, the shoe model she cofounded in 2012 with two enterprise companions, in May 2017. Muaddi launched her namesake shoe label the next yr. She’s additionally designed sneakers for Alexandre Vauthier and Rihanna’s Fenty.
“I’ve always been a Wolford fan and client,” Muaddi mentioned. “To me, the brand represents the epitome of quality legwear and bodywear and a symbol of refined femininity. When they reached out to me for a brand collaboration I agreed to do it right away. I like to create modern products that feel timeless and boost the confidence of the person who wears them and I believe that through this collaboration we were able to bring our collided vision to life.”
The 17-piece Amina Muaddi x Wolford assortment consists of hosiery, leggings, bodysuits, jumpsuits, socks and some super-tight clothes. Prices vary from $90 for a pair of socks to $4,990 for a catsuit with built-in sneakers, whereas most items are below $600.
Items may be bought at wolfordshop.com and choose Wolford shops, together with 4 particular pop-up occasions all over the world: Galeries Lafayette in Paris, opening in the present day; Selfridges in London, opening on July 10; Antonio boutique in Milan, additionally opening on July 10, and Bergdorf Goodman in New York, opening July 19.
While Azzali mentioned there are lots of innerwear choices in the marketplace in the present day, what units the Amina Muaddi x Wolford assortment aside is that it’s each inexpensive and meant to final a very long time.
“Today, everybody has the essentials. But it’s not so easy to find pieces that are really close to your body and that can be long-lasting,” she defined. “Most collections last for just one season. Amina Muaddi x Wolford is a collection that you can buy and use for the next 10 to 15 years. It’s simple and iconic at the same time. But, the collection can really make the difference [to an outfit.]”
Wolford has additionally collaborated with Adidas and final month signed a licensing take care of Delta Galil to create, produce and market an expanded assortment of ladies’s lingerie and swimwear whereas leveraging Delta Galil’s technical experience within the underwear market.
“Delta Galil is a super-strong company and a leader in underwear and beachwear,” Azzali mentioned. “And if you’re making underwear you need to come from an underwear background. Wolford comes from a bodywear background. We are much better at producing leggings, tights and bodywear.”
In the long run, Wolford will proceed to collaborate with different designers, however Azzali was tight-lipped about which of them, though she did say a cosmetics collaboration was on the desk.
“Cosmetics is another category close to the skin,” she defined.
“And collaborations are part of our brand DNA,” Azzali continued. “Amina is all about the women’s body. And the next collaboration will be about something else that we stand for, but without going out of our DNA.”