Fun and flirty summer for knickers
As part of its spring/summer 06 collection, the label infamous for creating bright, lacy knickers will launch a new branding scheme. Replacing its structured, monochromatic logo with fluid font and a new visual mnemonic, the brand will imprint its new look on both swingtags and garment labels.
Marketing and PR manager for Gazal - the distributors of the product- Deana Marrocco said the rebrand will help to realign the product with its main consumers.
"The old branding was quite rigid and structured - white block letters in a black surround. The new branding is softer and more feminine and remains true to the to the brands core proposition of being 'fun, feminine and flirtatious'. Swing tags have the added detail of unique verses which personify the Crystelle brand."
Split into 18 stories, the 'Summer Lovin' 06/07 range is geared towards reflecting the label's new change of direction. Inspired by the bright colours of summer, it features aqua blues, purples, ambers and carnations with intricate detailing, contrast French Chantilly lace and frills appearing throughout the collection. Priced from $20 to $35 for bras and $10 to $20 for briefs, the lingerie includes sizes ranging from 10A to 18E.
Marrocco confirmed the latest collection will be stocked nationally through Myer and selected independent retailers.
"The new season at Crystelle will continue to provide lingerie solutions for women with a focus on new innovative designs."