Freya lingerie launches 365 days of Deco campaign

Freya lingerie has revealed the new global marketing campaign for its bestselling Deco bra, entitled 365 days of Deco.

Since its launch in 2009 Freya has sold more than 300,000 Deco bras which the brand claims can be worn “365 day of the year underneath any outfit”.

The campaign, set to run until December 2013, celebrates the versatility of the garment with a dedicated microsite showcasing the full Deco range, as well as a video showing consumers how Deco can suit whatever the season.

The mobile friendly site is available in four languages and is integrated with the brand’s Facebook. Freya has also unveiled a new Deco Style Wall, where fans can win prizes by showing their Deco style by uploading a photo of themselves wearing Deco under their outfit or by saying what Deco they’d like to wear under their outfit.

Entrants will have the chance to be featured on the Deco 365 style wall, one of the quarterly campaign adverts, win a Deco set, the entire Deco collection, or a £1000 shopping spree with a stylist.

Freya lingerie’s head of marketing Ann-Marie Manley, commented: “We’re hoping 365 days of Deco urges women to shows women Deco can support your look any outfit 365 days of the year.”

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The Lingerie Journal Partners with LingerieFW as Official US Media Partner

The Lingerie Journal announced today its partnership with LingerieFW™, as the show’s Official U.S. Media Partner.

LingerieFW is the first fashion week dedicated exclusively to the intimate apparel industry.

The go-to resource for intimates industry insiders, The Lingerie Journal is the number one online lingerie trade publication targeting the U.S. intimate apparel market.

The Lingerie Journal will be on-site at LingerieFW™ daily, running dedicated event editorial including videos, photo galleries and exclusive interviews, as well as maximizing coverage through TLJ social media channels. LingerieFW™’s inaugural season will make its debut coinciding with the intimate apparel tradeshows this February, showcasing FW13 collections Friday the 22nd Saturday the 23rd at the Metropolitan Pavilion in New York City.

Says TLJ Founder Publisher Luis Paredes:

“We seek to align ourselves with individuals, brands and companies striving to shape the intimate apparel industry in a positive way, and are thrilled to partner with LingerieFW™ as a vehicle to achieve this goal. What [LingerieFW™ Founder] Lauren Rich is creating with LingerieFW™ is a platform to help elevate our industry to the worldwide stage. We are honored to be part of what we feel is one of the most important developments to hit the lingerie world, and are strong believers in what LingerieFW™ is all about.”

Acting as a complementary platform to the buyer focused tradeshows, LingerieFW™ offers intimate apparel brands for the first time a press driven stage to showcase new collections – reaching not only the industry, but media–savvy consumers worldwide as well. LingerieFW™ offers brands a sleek, sophisticated exciting platform specifically designed to create buzz and draw the attention of the powerful press. Says LingerieFW™ Founder Director Lauren Rich:

“We are honored to be partnered with The Lingerie Journal on this exciting endeavor. Our goal at LingerieFW™ is to offer the intimate apparel industry media exposure from both trade consumer press in a way that has collectively not been offered before. We can’t imagine a more perfect fit for coverage from the front lines of LingerieFW™ than the number one trade resource exclusively dedicated to the U.S. intimates market, The Lingerie Journal.”

LingerieFW™’s debut season will stage shows over a span of two days, offering brands two canvases to choose from at the Metropolitan Pavilion in New York City. The Gallery, also playing host to the Press and Sponsor Lounge, offers brands 3,000+ square feet of sleek, white washed presentation space on a high gloss epoxy resin floor. The sophisticated Metropolitan Suite offers up to 8,000 square feet of runway possibilities, featuring chocolate stained oak floors, airy 15’ high ceilings and north south light exposure.

LingerieFW™ is open to both emerging established brands worldwide within the following categories: lingerie, loungewear, sleepwear, shapewear, hosiery, lingerie solutions, lingerie accessories and men’s underwear. Interested brands may request an application and further information on LingerieFW™ by contacting info(at)lingeriefw(dot)com.

Press Contact: Danielle Gagliardi, danielle(at)rich-pr(dot)com

About The Lingerie Journal

The Lingerie Journal is the number one online lingerie trade publication in the United States reaching hundreds of consumers, buyers, lingerie retail store owners, independent lingerie designers, wholesale manufacturers, influential lingerie bloggers, and other intimate apparel professionals (as well as those in related fields) on a daily basis with lingerie news and lingerie trends. Follow and interact with the Lingerie Journal on Twitter to learn more @lingeriejournal.

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