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Shirley Premiers At MAGIC

From Left: Dana Schlobohm-Walczuk, Mara Susskind-Kalcheim and Renie Walczuk.
From Left: Dana Schlobohm-Walczuk, Mara Susskind-Kalcheim and Renie Walczuk.

(Filed Under Fashion News). Shirley of Hollywood made its MAGIC debut with a different sort of line than its usual sexual wares, coined 100% Babe. The line is aimed toward “the young and the young at heart,” said Mara Susskind-Kalcheim, a Shirley stylist, who co-created the line with Dana Schlobohm-Walczuk. The company also showed 100% Babe, along with its other apparel, at the International Lingerie Show (ILS).

Also instrumental in the inception of the youth-friendly line was Schlobohm-Walczuk’s “precocious” 12-year-old daughter, Renie Walczuk, who came up with the name 100% Babe after pointing out that the junior niche is one that the company has not previously catered to. 100% Babe will be ready for shipment by October 25th for the Holiday, Valentine’s Day and Spring 2010 seasons. It includes approximately 65 innerwear and outerwear styles running in junior sizes XS through L. Wholesale and retail prices are moderate.

Although the line includes “fun”, youth-friendly designs and junior sizing, its creators are not exclusively targeting the junior market. “The slogan of 100% Babe is ‘it’s an attitude, not an age,’” Susskind-Kalcheim explained. “It’s designed for everyone from teens to baby boomers with its new, fresh and fashion-forward designs, and with the same top quality and customer service that has distinguished Shirley for the past 60 years.”

Seen in the line—which includes everything from clubwear to basics to daywear to loungewear, robes and sleepwear—are bustiers; skirts; panties; robes with matching footies; leggings; and camisoles, among other styles. Styles run in solid colors as well as prints, with hot pinks, turquoises, lime greens, and other florescent shades seen throughout. Signature groups include the Razzle Dazzle Skull Group, which is embellished with florescent skulls, as well as day of the week panties in “cupcake” colors. Susskind-Kalcheim summed it up by saying: “It is a potpourri of everything cute, adorable and fashion-forward. Included are a lot of bustiers, which Shirley of Hollywood is famous for, as well as a variety of skulls, plaids, hearts, animal prints, graffiti prints, polka dots, argyles and stripes.”

100% Babe will be seen in Priscilla Mc Call’s, L.C. Enterprises, and Cindie’s stores, among “many other loyal Shirley customers.” Currently, 3500 specialty stores nationwide carry the brand’s apparel.

For further information, call (323) 261-0265, or e-mail

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Published 08-31-2009 by Amanda Torres Price

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