SYDNEY: Fashion designer Peter Morrissey has bounced back from a recent brain aneurysm with the launch of a new unisex underwear range.
The well-established designer has collaborated with fashion entrepreneur Bruno Schiavi on an exclusive collection for discount department store Big W.
Set to launch nationally on October 22, the venture comes just three months after Morrissey was rushed to St Vincent’s Hospital in Sydney suffering a small cerebral aneurysm.
The debut women’s collection, Woman by Peter Morrissey, will consist of 12 sets of underwear, including bras up to a size 16DD, underpants, babydoll tops and corsets. The designer said the emphasis was on fashion-oriented lace and colour combinations rather than basics.
Five dresses are also part of the offering, serving as a teaser to more apparel styles planned for the future.
Designed to be worn casually or to the office, the dresses feature vibrant colours and prints and will be available in sizes up to 16.
Man by Peter Morrissey will consist of nine underwear styles, with prints and colours designed to appeal to both young and middle-aged consumers.
Schiavi said the label is intended to be onging, with major seasonal collections as well as small, regular injection drops.
“I want to make sure the customer is not bored,” he said. “I don’t want the same thing on the floor for six months.”
The Sydney-based brand developer has a long-established relationship with value retailer Big W, for which he has supplied the Delta Goodrem collection of underwear and Instant Shape by Anabella.
“To me, I believe Big W is exactly who the customer is [for the new label] because we know that people are suffering financially, but at the same time people still want to look and feel great,” he said.
Price points are yet to be finalised.
A national advertising campaign for the venture will roll out on October 17, with television, outdoor billboards and print presence part of the strategy. In-store appearances by Morrissey will also be used to promote the range.
Schiavi is confident the label will also be stocked in the US from 2010. “I had Peter in the US with me last week and we spoke with quite a few retailers who are very interested so we’re finalising details at the moment,” he said.
Peter Morrissey has been a fashion designer for 25 years, starting label Morrissey Edmiston with designer Leona Edmiston, before launching his own label Morrissey. Webster Holdings purchased Morrissey from Oroton Group in 2006, but closed its stores earlier this year.
Schiavi has a growing portfolio of underwear labels including Dr Rey’s Shapewear and celebrity collaborations with cricketer Brett Lee and singer Janet Jackson, which is due in Australian stores in a few months.