HOTmilk warms to luxe line
Maternity lingerie label HOTmilk is set to release a couture collection to cater for pregnant and nursing women with a taste for something more sumptuous in their top drawers.
The HOTmilk couture line will feature the same fit, support and practical features of the HOTmilk Fashion and HOTmilk Essentials lines, but will add a touch of luxury to the label's usual offering by incorporating a range of embellishments, refined fabrics and more sensual styling.
Sizes in the Couture collection will range from a B to an H cup and band sizes 30/8 to 42/20. It will debut in just two styles – 'Veraxcity' and 'Reverie' – made from pearl satin, cotton, European peacock feathered lace and chiffon and featuring feminine detailing such as crystal pendants. Colours in the initial collection include purple, black, white and beige, and separates will retail from $45 to 120.
HOTmilk, which has 280 stockists Australia-wide, will launch the Couture collection this month at the Fashion Exposed trade fair in Sydney.
It will be delivered as an indent style twice a year within the same delivery window as HOTmilk's Fashion collections, in the months from January to April and again from July to November.
Founder Lisa Ebbing said the HOTmilk Couture collection was created to complement the label's existing product offering and attract a new kind of customer.
“HOTmilk has forged a niche and HOTmilk Couture collection caters for the woman who revels in sumptuous lingerie, made from exquisite fabrics and laces but still offers her excellent support and shape,” she said.
“Our Fashion and Essentials collection provide every day needs as well as current fashion trends, and the Couture collection is more about offering luxury to the mix.”
Ebbing also said she expects the launch of HOTmilk Couture to boost sales for the brand and assist in future expansion.
“Our plan is to continue to increase sales within our existing retailers, but also increase the footprint in our emerging markets of the USA and EU,” she said.
“HOTmilk has had year-on-year growth and with the launch of Couture, alongside our Essentials and Fashion collections, we expect the growth to supersede prior years. We are currently supplying 900 stores around the globe and 2000 is the target.”
Daniela Aroche