Former Interscope Exec Leverages Her Branding Experience For New Lingerie …

Lounge and sleepwear account for about 25 percent of the $29 billion global market in lingerie. With her Just My Jammies line former Interscope Music marketing executive Tiffany Shanelle Johnson enters the market at an auspicious moment. As recording artists wrap their music in super sexy images and videos, and stars tweet ultra-revealing selfies, more and more consumers are seeking a balance between provocative pieces that make them feel attractive, and clothing they can feel completely comfortable in. Retailers and designer brands are paying attention with brands like Gucci, Givenchy, and HM presenting chic takes on sweats and tracksuits, while lingerie giants are incorporating more relaxed styles to their collections.

Using her experience marketing artists like Keri Hilson and Mindless Behavior, and working with Jimmy Iovine as he built the $3 billion Beats by Dre brand, Johnson hopes to place her effortlessly sexy teddies, jumpsuits, and tee shirts within a lifestyle women can aspire to. With images of celebrities like Meagan Good sprinkled through her site, and brand photography featuring models chilling against a view of the Hollywood Hills, Johnson presents an intersection of luxury and relaxation. What the celebrities she markets slip into after shedding the heavy makeup and Spanx.

We asked Johnson how she applied her background in music to the very different world of intimate apparel.

MadameNoire: Coming up in the music business for the last decade-plus, you’ve not only survived the massive change the industry went through, but been a success. What propelled you to set off on your own to start Just My Jammies in 2014?  

Tiffany Shanelle Johnson: I love music. l will always love music, and am still very much involved. As a marketing director, I design marketing plans, coordinate photo and video shoots, ad campaigns, cross-promotions, and work with the various label departments like publicity and radio to make sure the artists I handle receive the attention they deserve. What I realized is that I don’t just market artists, I help create brands, and that my skills could easily be applied to other industries.

As a modern day woman, the first thing I love to do when I get home from a long day is slip into something comfortable… and whether I’m alone or with my boyfriend, I still want to be cute! I couldn’t believe how difficult it was to find the perfect combo of comfy and sexy loungewear… So I said, “Hey, why not give this a shot.” I think there are a lot of women that can relate.

MN: Most female recording artists at the top of their game push a hyper-sexy image to the masses via explicit lyrics, social media, videos, and photography. Why is it important to you convey an “effortlessly sexy” message and aesthetic with Just My Jammies?

TJ: It is very true that a lot of these artists are pushing hyper-sexual images, but I think it’s just that—an “image.” I believe that they too want to come home and take off the makeup and Spanx, and put on something comfortable. And personally, I think the sexiest girls are the ones who do it effortlessly.

Wearing a tight dress and 6-inch heels doesn’t necessarily make you sexy. I love seeing a chick in jeans, a tee, and minimal makeup. It’s her state of mind, her confidence; the fact that SHE feels sexy, and is comfortable in her skin. Plus, the lingerie market is already saturated with super sexy brands, I needed to do something different in order to succeed.

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Get a Sneak Peek at Britney Spears’ New Lingerie Line

By Courtney E. Smith

Over the past week, Britney Spears has been Instagramming photos of herself in her new lingerie line. Yesterday (July 29) the world got a new look at a video from the shoot, tagged with the note, “This was one of the most beautiful shoots I think I’ve done. More to come!”

The Intimate Britney Spears line is set to launch in the U.S. and Canada on Sept. 9, with Europe to follow on Sept. 26. The line has a full slate of social media sites and an email list for which fans can sign up.

Related: It’s Britney, Britches! Britney Spears Announces Lingerie Line

In line with the announcement of the lingerie line’s launch on July 23, Spears tweeted and Instagrammed the photo below of herself in a black and sheer paneled matching bra and high-waisted panty set with the note that it is “just a peek at what’s to come,” as already reported by Radio.com.

Spears followed that on July 28 with a look that was its polar opposite: herself looking directly into the camera while wearing a white lace bra and matching white lace dressing gown. The photo was captioned, “A woman is like a beautiful flower, the true beauty inside. #Ambrosia” Assumptions are that Ambrosia is the name of the outfit.

Spears will resume her Vegas residency at Planet Hollywood on Aug. 15, taking a few days off for her lingerie launch, and continuing through Sept. 10.

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