A New Year, a New Pair of Underwear

Based on the popular Brazilian belief that the new year requires new underwear, several brands have launched limited edition collections for the occasion.


The Brazilians have got the right idea. They believe that new underwear must be worn to welcome the new year – a fresh start, in more ways than one. Not only that, but the color of the underwear makes a difference, symbolizing what you hope the new year will have in store. Many Brazilian brands, like Loungerie (pictured above), have seized upon this retail opportunity by releasing limited edition collections for the occasion. Our São Paulo-based correspondent/editor, Marina Costa Manso, tipped us off on a few others that are ringing in New Year’s the right way.

Any Any launched a collection of lace-trimmed tangas packaged in little heart-shaped purses in four key colors, each representing a different wish for the new year:

White: Brings peace, tranquility, balance, harmony. Repels negative energies, elevates good vibrations.

Red: A symbol of passion, power and burning desires. The hottest and most stimulating of the colors.

Yellow: Attracts money, creativity, prosperity, joyfulness and intelligence. Embodies luxury, brings happiness.

Pink: The color of delicateness and sincere love. Capable of converting the hardest cynics into romantic idealists.

Scala, known for their seamless underwear, teamed up with everyone’s favorite astrologist Susan Miller to produce kits titled “Choose Happiness.” The sleek silver boxes include a pair of panties adorned with a Swarovski pendant in one of the four colors described above, as well as *drum roll* astrology predictions for the year 2013. We’ll take all four colors, please.

Hope, in collaboration with Jo De Mer for their swimwear line, channeled the New Year’s theme into gift-with-purchase bags color-coded in bright yellow, pink, orange and blue. A portable wish come true.

Here’s to a colorful New Year filled with peace, prosperity and a little panty.


A New Year, a New Pair of Underwear
0 comments

Name
Email
Website
Please fill the required fields


Related stories

Asos magazine
Three ways Nick Robertson’s Asos disrupted fashion retail forever

forever-21
Forever 21 wants to downsize some megastores to boost growth

nineteeth-amendment
Macy’s launches alliance with fashion website Nineteenth Amendment

filenes-basement
Filene's Basement set to return as online discounter

Uniqlo 2015 campaign
Uniqlo’s Magnificent Mile Chicago flagship store to test smartphone link

yellow Moschino Versace Philipp Plein
Trend Minute: The rise of yellow

Jack Wills 2015 campaign
Jack Wills founder Peter Williams takes helm as CEO Wendy Becker exits

jcrew-summer-2015
J Crew targets new heritage vibe to turn around losses and weak sales

The Net Set
How The Net Set has changed Net-A-Porter - and made it better

Tokyo Stores
Three Tokyo stores using education to create amazing experiences

BHS
BHS taps hedge funds for £70m turnaround support

primark
Primark prepares for power growth surge - and it's not just about the US says analyst

Sears
Sears returns to profit on sale-and-lease-back gain but sales still tumble

Gap 2015 campaign
Gap to test faster fashion next spring as profits dip and sales weaken

victoria-secret-swimwear-2015
Victoria’s Secret admits summer swimwear missteps but growing sport offer is strong

Victorias-Secret-swimwear
L Brands keeps its nerve on pricing and reaps margin reward in Q2

American Eagles
American Eagle has stellar Q2 but slower forecast sees share price punished

abercrombie and fitch
Abercrombie and Fitch names new team, but shares still slump

francesca's retailer
Francesca’s looks for new merchandising boss as Sei Jin Alt prepares to leave

Judith Portland Maine
Five lessons you learn in the first year of store ownership