La Senza launches strapless bust boosting bra

Lingerie retailer La Senza will be introducing the Triple Gel Strapless bra, this June.

This will be the first strapless version of the product, which claims to enhance the appearance of a woman's bust by two cup sizes.

There have been a spate of bras launched over the past year that claim to give women an additional two alphabet letters.

These include Marks & Spencer's '2 Sizes Bigger' bra and Wonderbra's 'Full Effect' piece. Victoria's Secret's 'Miraculous' product is also reported to do the job - the US retailer will be launching in the UK next year.

Elle Mac's Romantic Postcards From The Road

Some women age more favorably than others; some seem to grow younger with the passing years. That's certainly the case with Elle Macpherson and her lingerie line Elle Macpherson Intimates, which last year marked its 20th anniversary.

The years have been kind to both Elle (an impossible 48!) and her dependably gorgeous brand, which has just unveiled a 2011 collection that is brimming with youthful color and vitality. You'd never call EMI a "girly" label, but this year's collection will make you think Elle — and you — have discovered the fountain of youth.

Called P.S. I Love You, Elle's new collection is huge: more than dozen new styles that will be introduced gradually over the next six months, plus new colorways for some of the brand's enduring classics like the Dentelle and Artistry style ranges.

Throw in Elle's brand new maternity line the Bare & Bold collection of stretch knit basics that was introduced last winter and you have a mightily impressive global brand that is hard to top. And if that weren't enough, Elle is boosting her luxe capsule collection, Obsidian, with several new styles that we'll look at later.

P.S. I Love You is a nostalgic and romantic collection inspired by Elle's travels, especially Paris — you'll see numerous Parisienne style flourishes in many of these sets.

"This collection is about the journey — to places we love, with people we love and making memories as we go," said Elle, who remains the creative director of EMI, which is owned by industry powerhouse Bendon.

Some things to look for as these fashion postcards make their way to your favorite boutiques in the coming year:

bright, youthful prints like the gypsy-inspired Crazy Beautiful set (above, top left), the watermelon pink Isobella range, and the floral Parisienne Poppy set;

coquettish demis and contour bras with obvious Parisienne influence, in particular the Meet Me At The Metro and Sent With Love ranges;

a stunning new glamour range called Lux Noir that borrows some of the exquisite styling of Elle's Obsidian collection and comes in jet black and ivory colorways;

and a pair of saucy black ranges, Burlesque Facade and My Black Beret, that capture some of the retro vibe of the Moulin Rouge.

The images below show some styles from most of the new ranges mentioned, but you'll want to watch the EMI website and boutiques closely in the months ahead to see the full ranges for each new style.

As before, many of these styles are available up to a G cup, another feature that has helped EMI retain such a devoted customer base.

Jemma Jube’s Sizzling Crochet Bikini

Plenty of swimwear designers have tried their hand at that old favorite, the crochet bikini. But not many are daring enough to go for the see-through, macramé-inspired knit that is the centerpiece of Jemma Jube‘s new swim collection.

JJ’s Suzie bikini is a revealing little number inspired by 1960s’ swim styles and is guaranteed to have more than a few eyes following you from behind their Oakleys. It comes in a sunny yellow or smoking black and is as soft as it is sexy, thanks to the elastic blend of acrylic and spandex.

Jemma Jube is a young-ish Aussie label run by designer Mel Kier, who has a real taste for flashy retro styles and fashion icons. She cites as her inspirations such larger-than-life tastemakers as Russ Meyer, John Waters, Bob Fosse and (of course!) 1960s’ Playboy bunnies.

And Kier’s dramatic styles are creating some serious buzz. In the past month alone, Jemma Jube has had a Cosmo UK cover (with Kim Kardashian) plus editorials in British Vogue and Grazia.

Be prepared to wait to get your hands on the crochet Suzie bikini, though. Jemma Jube is found mainly in Australia and just launched on Topshop (UK only) — but it’s slowly making its way to America. For the time being, you can always pay those shipping fees to be the first on your beach to sport this memorable style.

Below you can see some of Jemma Jube’s other swim styles, each offering its own twist on 60s nostalgia. Scroll to the bottom and we have the label’s new video, Slippery When Wet, which lets you glimpse some of Jemma Jube’s pieces in the flesh, so to speak.

Annette International Launches New Shapewear Collection

With over 30 years of experience of marketing to Hispanic customers, Annette International has introduced Secret Weapons X-treme, a line of extra-firm shapewear targeted at Latina women.

Secret Weapons X-treme offers seamless compression in seven silhouettes, including slips, camisoles and long-leg all-in-ones. The styles are offered in sizes S to 2XL and retail for $33 to $84, with wholesale price points starting at $18.

To produce this collection, Annette International used high-quality imported yarns from Europe and Israel. There is no minimum order for retailers and all pieces ship from a Kissimmee, Fla. warehouse.

The 6th SIUF Launched Underwear Fashion Trends

The 6th SIUF launched underwear fashion trends with the amazing lights and wonderful music. The models wearing Oleno, Waterflower, Ordifen, Gujin and other China famous brand lingerie performanced passionately and vividly. The lingerie show is sexy, lively and fashion.

Boux Swimwear Launch

The new lingerie brand from Theo Paphitis has launched into swimwear.

This collection features an on-trend animal print bikini, a classic black bikini, this season's colour pop trend coral bandeau bikini, the Anya Bead swimsuit with curve-contouring ruched detail to nip in the waist, the Annika Jewel onepiece swimsuit which comes in cup sizes for superior support and the Poppy Maxi cover-up in a bold coral and white flower print.

At the launch party, founder and Dragons' Den's Theo Paphitis made a speech about his new venuture, saying "We are a web business, a website with stores".

Bouxavenue.com launched on April 1st followed by stores in Manchester, Sheffield, Kent, Cardiff and Essex.

Good Night Gilda Provides Vintage-Inspired Comfort

Whitney Galitz struggled to find beautiful lingerie that fit her body well. When she decided to address the needs of large-busted women who wanted attractive yet comfortable underwear, she turned to her love of film, theatre and old Hollywood's silver screen heroines for inspiration.

The inaugural collection of Galitz's Los Angeles-based brand Good Night Gilda introduced high-end foundation and loungewear garments in sizes S to L and bras in sizes 32 to 38, C to F. The line, which launched in February, features black, nude and ivory garments, including high-waisted panties, babydolls and full-coverage bras. The styles' retail price points range from $120 to $180, while wholesale prices fall between $50 and $80 with no current minimum order for retailers. All pieces are made locally and shipped from Los Angeles.

Galitz created the garments with her favorite film stars in mind, actresses Marilyn Monroe and Ingrid Bergman. In fact, the brand was named after the title character in a classic noir film played by Rita Hayworth. "The Good Night Gilda woman is a figure of grace, prowess and confidence," Galitz said. "She appreciates beauty inside and out and wears her lingerie with the same sensibility."

But the vintage look wasn't the only important part of the collection — Galitz also paid close attention to the quality of fabrics and materials she used in creating the line.

"I literally get giddy thinking of all the things I can do with a good piece of fabric!" Galitz said. Good Night Gilda's pieces feature stretch and non-stretch silk charmeuse, lace, dotted tulle and high-quality trim.

The collection is not yet available in retail stores, but will soon be available for purchase through online retailer Bella Bella Boutique as well as the Good Night Gilda website. Galitz is also preparing a s/s 2012 line that will debut in August at CurveNV in Las Vegas. She promised Good Night Gilda's s/s styles would be "vivacious and sassy, but with the continued classic and timeless appeal of the debut collection."

From Poland, Swimwear Inspired by Vintage Men’s Bathing Trunks

Here find: unique swimwear looks patterned after early 20th Century men’s swimsuits.
This collection comes from conceptual fashion designer Monika Zajaczkowska of Poland, and will likely be hard to find without contacting the designer directly. But it’s such a clever idea that we’re hoping some North American designers will take a hint.
Not everything in MZ’s 2011 swim range borrows from the men’s vintage theme: as you can see below, there are plenty of nice minimalist cuts in trendy pale hues. However, the most dramatic and appealing pieces are the throwback looks: big scooped-neck tops, button-side high-waisted bottoms and the uber-cool Henley front in the top photo.

Littlewoods Swimwear Bid

Littlewoods Europe has launched its biggest ever range of shapewear and swimwear.

This new range is part of the Littlewoods Europe summer shop range, and includes a collection of bikinis, tankinis, swimsuits, sports swimwear and beachwear accessories. There are over 200 lines of swimwear and shapewear, with many of them included in a 3 for the price of 2 promotion.

There are a number of styles and designs, with sizes ranging from 8 to 26 and up to a bust size of 44F. The new range also features a line of shapewear and swimwear, which include tummy control panels, high waist briefs, wider straps and bust underwire. The new swimwear collection also includes items from brands such as Adidas, French Connection, Freya, Coleen, Roxy and Speedo.

Littlewoods Europe has also launched its website with a color, brand, category, price range, current offers and previous customer ratings search functionality.

Zoggs 2012 Swimwear

The Zoggs collection for 2012 embraces all shapes and sizes with new styles in the popular Swimshapes range, which have proved a firm favourite at John Lewis. The collections also feature individual cup sizes and a range of essentials.

Starting in Australia, Zoggs passion for swimming began with goggles and now festures everything from goggles and training aids to sun protection and children's games, as well as an extensive range of swimwear.

The key stories for the Zoggs 2012 collection:

Some Like It Hot! (pictured)

This collection is all about Hollywood glamour. In a striking red, blue and white color palette, designs include a one piece featuring an asymmetric strap, a belted x-back and a stand out polka dot tankini. Theretro swim dress (pictured) in bold red features button detail and an adaptable halter neck which can also be worn strapless.

Chevron Chic

The collection features striking designs and placement prints in a black and white collection with a one piece bandeau swimsuit. Zoggs new Boost suit features a daring plunge neckline and graduated cup.

Japanese Floral

This is a capsule collection in variations of black and jade featuring the popular Zoggs swim dress with flattering empire line color blocking, a tankini with a stunning and colorful floral print, a halterneck bikini and the Booty Suit. There is also a mix and match range featuring a bikini top tankini, bikini brief and short.

Sunflair 2012 Swimwear

The German swimwear label Sunflair, which has experienced a 25% increase in sales for its 2011 collection, is bringing brighter, more colorful designs to its range for 2012.

All styles are cup-sized and come in A-H cups, and the brand is also offering specialist collections include Beauty Form, its control styles for larger sizes, as well as mastectomy and maternity swimwear.

La Fee Verte 2011 F/W Collection

Here is a preview of La Fee Verte's new 2011 Fall/Winter Collection for those of you that missed La Fee Verte at the last edition of CURVENY. These images are just a sample of the close to 40 styles in the new collection and we'll be posting some more images soon.

Gorteks Lingerie 2011 Collection

The promoted "Gorteks – Lingerie de Femme" and "Belle Femme" collections are made from first-class fabrics from Italy, France, Spain, Switzerland, Austria and Germany. A lot of effort was put into creating company packaging, one of the most beautiful types on Polish market. The company brand is the guarantee of the highest quality awarded with ISO 9000:2001 certificate.
The company distributes its products all over Poland and has about 60 business partners. About 25 percent of production is exported to 14 countries. The biggest wholesalers abroad are Russia, Ukraine, The Czech Republic, Slovakia but more and more products are sold to Germany, France, Italy or Portugal. The company is in cooperation with the USA, Canada and Israel as well.

Boux Avenue Boost

Boux Avenue has launched a campaign to help consumers boost their assets this summer with the Shimmer Boost T-shirt Bra.

The new product, made using shimmering lightweight microfibre foam, creates "the right amount of lift for an irresistible cleavage". Available in a vibrant colour palette of blue, pink and purple along with black and white, the new brand comes complete with matching Shimmer Thong or Shimmer Shorts.

To support the campaign that launches this collection, Boux Avenue are offering any Shimmer Boost matching set for £25 until Thursday 26th May !

Dragons' Den's Theo Paphitis launched Boux Avenue in March 2011 with an extravagant launch party in London's West End. As the previous owner of high street brand and retailer, La Senza, Theo claims his new venture is a "web business, a website with stores", having launched the online boutique before launching stores in Glasgow, Manchester, Cardiff, Essex, Kent and Sheffield.

Maidenform Forays into Swim Market

Malibu Dream Girl announced its partnership with Maidenform, resulting in the launch of Maidenform Swimwear. This revolutionary new swimwear brand brings together the nation's top intimate wear and swimwear manufacturers.
Maidenform's unrivaled expertise in fit solutions is complemented by Malibu Dream Girl's unparalleled design and swimwear quality. "We are excited to enter into this partnership with Malibu Dream Girl and look forward to extending our iconic Maidenform brand into the swimwear category," said Maurice Reznik, Chief Executive Officer of Maidenform Brands, Inc. "Malibu Dream Girl is an ideal partner and has a successful track record in the marketplace."
"We are confident that in working with Maidenform, we will be able to bring to the swim market the same innovation, fit and comfort that they're recognized for," adds Teresa DeBruno, VP of Merchandising. "Expanding Maidenform to the swim market is a compelling prospect."
The line, which debuted this month on Maidenform.com, features Maidenform's Custom Lift technologies and the lift and support functions from Maidenform's Lilyette bras. The Custom Lift utilizes the same innovative padding system that may be found in Maidenform's Custom Lift bra, ranked number one pushup bra in domestic department and national chain stores. This lift feature adjusts in size and shape as the cup size increases.
The Lift & Support fit mimics the same exact technology found in Maidenform's Lilyette bras, and is ideal for larger busts. The hidden sling panel brings side support to the chest, while adjusting to the size and shape of the wearer.
The Maidenform Swimwear 2011 collection is comprised of flatter-your-figure styling along with vibrant prints and colorways. Tonal flowers and mod geometrics in bright blues and greens may be easily paired with any of the black or print coordinates. Bottom styles include a classic side-tie adjustable hi-waist, ruffled and classic skirtinis, boy shorts and a side-shirred hipster skirt. The mix and match possibilities are endless, with plenty of options for every body type.
Sizes offered in the Custom Lift fit include 34A-C; 36B-D; 38B-C. The Lift & Support fit is available in 34C-38DD. Bottoms are offered in S-XL.

Gisele’s Big Night

Supermodel Gisele Bundchen launched her branded lingerie collection in Brazil this evening, with a glittering runway show in Sao Paulo.

The new line, called Gisele Bundchen Brazilian Intimates, is a private label under the banner of Hope Lingerie, the Brazilian brand that Gisele has been representing for the past year.

Tonight’s runway show (streamed live online) included plenty of high-glam pieces, mostly in nude and black colorways and generously embellished with tassels, large bows and lots of glitter.