The founder of a global lingerie empire has revealed plans to unleash her next local project, backed by a major launch partner.
Kay Cohen, founder of luxury lingerie label Pleasure State, has confirmed she will release a new brand into the Australian market next month.
The brand, titled 'Silent Assembly', has secured David Jones as its major launch partner in Australia and will release the collection through its stores nationally from February, with the full collection to drop in March.
The debut Silent Assembly range will also be made available throughout a selection of luxury lingerie boutiques in major Australian cities.
The initial collection incorporates six stories, each with bra and brief coordinates, along with bralettes, chemises and robes.
Cohen describes the collection as “premium, made from the finest Calais Leavers laces and Italian fine fabrics”.
Colours include, black, white, raspberry, pale blue, elfin yellow and a blue abstract floral print, with several pieces also embellished with Swarovski crystal and jewellery adornments. A bra and brief set will retail for approximately $220.
Cohen, who has also previously worked as the former group GM of brands at Bendon Group and creative director for Elle Macpherson Intimates, said Silent Assembly is targeted at “premium high-end clients” with several points of difference from Pleasure State.
“The theme and style elements of Silent Assembly are all about lightness. We have moved away from the heavy satins and the ‘severe’ signatures of Pleasure State and moved into a new generation of refined textiles and evoke truly feminine themes that are softer, lighter and more sensual,” Cohen said.
“We have big plans, ultimately to make Silent Assembly a lifestyle brand, offering many different lines of lingerie collections.”
Cohen added that Silent Assembly will also be the first to showcase a revolutionary 3D Curvessence technology to replace metal underwires, which has taken two years of intensive research and development to perfect.
“The [Curvessence] project has involved significant studies of 3D body scans to determine the true three-dimensional shapes of the female body along with industrial trials of engineered polymers to come up with an underwire replacement that delivers a quantum shift in comfort and fit in bras,” she said.
Cohen revealed that the brand will also launch an online store in March this year, with plans to also introduce an “every-day line with wider market appeal” next season.