Playboy launched new lingerie line

What do you get when you add bunny logos to lingerie? A new line of upscale undergarments called Playboy Intimates from the famous Playboy Enterprises - as in the men's lifestyle magazine. The theme of the upscale collection is Luscious Babes, a retro-inspired ode to the magazine's sexy cover girls and centerfolds of the late Sixties and Seventies, said Aaron Duncan, senior vice president and creative director of global licensing at Playboy. The line will initially be launched in the US this spring.

The summer line, called Show Off, will represent the glitz and glamour of Beverly Hills and the Playboy Mansion, as well as the hedonistic lifestyle of Playboy founder Hugh Hefner. Other vintage-inspired themes for intimates will include American Vaudeville for fall and a romantic Dreamscape venue for winter, he said.

The introduction of high-end lingerie, which includes the moderate-price Playboy Intimates pink-label, launched in 2001, is part of a clothing, accessories and home collection that generates retail sales of $600 million annually in 130 countries. This does not include Playboy's $338 million publishing empire.

"We wanted it to be playful, sexy and provocative, with exclusive patterns, laces and embroideries. It's not just about the bunny logo and slapping it on the lingerie," said Duncan, who noted the line is aimed at a core consumer base of "18 to thirtysomething" women who connect with a message of being "sexy, living the good life."

"You're a Playmate when you put Playboy lingerie on," continued Duncan, who works with senior design manager of product marketing Erica Paul to glean inspiration from the Playboy archives, which date back to 1953, when Marilyn Monroe was the magazine's first cover girl.

Special treatments for the lingerie launch include subtle matte-and-shine bunny logos on bra straps; elastic picot edge trims; embroidered bunnies and Playmate images; archival cameo portrait shots of former Playmates wearing bunny ears; contrasting embroideries on point d'esprit mesh; ruffle effects and keyhole openings on the backs of panties, and embroidered butterflies.