(Filed Under wholesale Lingerie News). “A label inspired by the island life with a twist of French style,” is Souhela Ferrah, an eponymous brand launched in Bali in December 2017 by a former fashion model.
The elegant, distinctive collection is small: she will be showing 20 lingerie sets, four body suits and four swimsuits at the upcoming Curve show, created with an emphasis on silk.
“Retail price for our bras is from 70 to 100 USD, for panties from 50 to 70 USD,” she told BODY. “For our silk body suit range it will be around 200 USD, classic bodysuits around 120 USD and for our swims around 69 USD for top or bottoms.” Fabrics include “silk, power mesh, nylon, cotton.”
In an email responding to questions from BODY, Ferrah explained the philosophy behind the collection. “Feel sexy, feel empowered….Nothing gives you such self-confidence as knowing you’re wearing beautiful underwear. Silk on your skin and the world at your feet. There’s nothing you can’t deal with. Lingerie is an essential component in the everyday life of every beautiful woman. Souhela Ferrah is a lingerie label that creates timeless pieces – flirting with the idea of underwear as effortlessly elegant outerwear. Each piece is created to complement any ensemble, with a subtle, French design. The simple aesthetics of these simply demand to be shown off.”
She continued, “An eclectic mix of silk and transparent fabrics make you feel unapologetically seductive. These materials are incessantly sought after. Our intention is to curate a line that fulfills this desire. For women who want lingerie that reflects their strength and sensuality. Souhela Ferrah intimates are carefully tailored to do just this. For the lovers of the little things, the label is carefully put together contemplating every last detail. The fabrics, accessories, and intricacies reveal this; straps enveloped in pure silks, for example, or velvet, to create a sense of luxury but also that of soft comfort.”
“Only too many times we’ve tried on that cute transparent top and wished we had the right lingerie to wear underneath. Say ‘au revoir’ to that problem and start layering with these sophisticated pieces. We want our customers to slip into effortlessly beautiful lingerie, as lingerie slips into the outerwear world.”
Ferrah explained she “took her first steps in fashion at the age of 15, as a model in her hometown of Marseilles,” then continued to model the fashion capitols of the world until 23, when she “became an art dealer in New York City, and a new adventure began.” She now lives in Bali, which provides some of the inspiration for her designs. “Creating a label around my personal vision has always been in an idea in the back of my head, being an artist and doing so in my own way.”
The label is “not distributed in the U.S. for the moment. Yes we are looking for stockists.” Contact the designer at email@example.com or +6287862013782.
Ferrah wrote she is targeting, at Curve, “Mostly department stores like Barney’s, Bloomingdale’s, etc. But also internet retailers like Revolve, Intermix. Shopbop. Of course private label and small stores are also a target for us.”
The designer said she exhibited the brand in the past at “Cabana NYC (last February) and we are going to be present at the lingerie show in Paris in July at EXPOSED.”
Why should U.S. retailers be interested? “At Souhela Ferrah Lingerie, we do more than just a lingerie brand, we are a true fashion accessory. Each piece is created to be layered and to embellish any day or night outfit. Researched fabrics and small details are in every piece of the collection.” — NM
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