By ELLEN LEWIS
It was the final minute of the final day of the final (Feb 2020) Salon de Lingerie present in Paris. I used to be on the best way to the coat examine to retrieve my belongings and exit the exposition after I handed the Calida sales space and stopped useless in my tracks. It wasn’t the top of present champagne that did it. It was the beautiful visuals that leaped out at me showcasing the Viktor and Rolfe collaboration with Calida, the premium underwear label. I felt that outdated surge of discovery and begged a couple of minutes with the European reps to be taught extra. I used to be curious in regards to the mixture of a Dutch vogue home which focuses on creating conceptual and avant-garde designs with a legacy Swiss Lingerie firm recognized for conventional and sustainable intimates.
After following up with the model at Curve, the reasoning behind this three way partnership turned clear. Viktor and Rolf have been recognized for difficult vogue norms for over 20 years. Calida has lengthy been acknowledged for his or her in depth analysis and growth ensuing of their extraordinary materials. They’re lightyears forward within the sustainability motion with their 100% NATURE PRODUCTS which carry each the Cradle to Cradle Licensed™ and MADE IN GREEN by Oeko-Tex® label. Merging the 2 dynamics is visionary.
This partnership is a mutli-tiered marketing campaign initially launched in 2020. The newest capsule assortment delivered in March 2021 celebrates Calida’s 80th anniversary. Dubbed HERITAGE X SUSTAINABILITY, this assortment attracts upon Calida iconic underwear types and takes their sustainable basis one step additional with the introduction of the primary 100% compostable lace. Infused with the playful artistry of the Viktor and Rolf DNA, these timeless classics in colourful, floral prints hark again to the 70’s and 80’s, however are constructed with a contemporary twist.
HERITAGE X SUSTAINABILITY is a life-style affair. A variety of up to date shapes, 27 types for ladies and 15 for males together with daywear, loungewear and sleepwear, extremely tender, comfy and secure for the surroundings.
“Synergy: The Bonus That Is Achieved When Issues Work Collectively Harmoniously.” Mark Twain