Sep 26, 2019 | By Jane Boddy
Oct 05, 2017
Fashion, much like beauty, has often been dismissed by those outside of the industry as flimsy, superficial and superfluous. This is despite the fact that fashion and beauty are the greatest and most visual indicators of our time, from social to political to the mood on the street. These industries inherently are a reflection of the times, weightier than they first look and just as important to the economy.
One new fashion brand that understands this completely is Sheer Chemistry, a new tights label dedicated to changing the meaning of nude. After years of not being able to find tights to match her skin colour, Tahlia Gray launched Sheer Chemistry last year with an e-commerce site and a strong brand ethos. In fact to hear her talk about it, the brand ethos came even before locating a manufacturer. “I wanted to create a more diverse perception of beauty,” says Gray.
So, these are not just tights, these are an empowerment tool for brown women who have so often been told that their shade of brown is not stocked, not available, or too hard to create (either in make-up shades, or sheer tights).
Turns out it’s actually not that hard because Gray did it, though she will concede that it took a while to get the manufacturer right. With her first manufacturer, the colour matching process took 18 months, and it should really have only taken 3 months. Happily though, she now has a new manufacturer and some stunning product to match.
So what of the brand? Well, Sheer Chemistry launched with five shades of brown, to suit everyone from Asian women, who are just past tan to darker shades. And rather than traditional and slightly derogatory product names like Mahogany and Chocolate, Gray has chosen a different path, naming the products after cities.
“Every shade of tights has its own story, from Havana Glow to New York Soul. My purpose was to show the product in transit too, the women I know love to travel and this was to show how multifaceted the wearer is, she might be heading to work, she might be going to Paris for the weekend, she might booking a last minute flight to New York, she is not one dimensional and neither is her hosiery,” says Gray.
The tights also come in 3 styles to suit the wearer’s lifestyle, there is Radiance= a 10 denier gloss (perfect for partying), Ambition = a 15 denier matte (great for the office), and Confidence= matte control tights, designed to lift and shape your curves. And in terms of stockists, the travel theme continues, with W hotels London being a key stockist of the brand, which is a very smart, especially since hotel lobbies are the new retail destination.
Find out more about this game-changing brand here.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.