THE BEST OF INTIMA – 07/2009 - (Page 136)

Event Va Bien’s first Bringing together three generations of know-how and a European approach to shapewear and the concept of fit, Va Bien stands on solid foundations and looks to the future. The Best of Intima finds out how a newlywed couple “shaped up” the shapewear industry . Starting out In 1979 the shapewear industry was out of date. Body-shaping undergarments were made of rough, bulky fabrics and featured obtrusive stitching. Readyto-wear fashions at the time were increasingly formfitting and no longer accommodated such unwieldy underwear. To Marianne and Richard Gimble, newly weds living in New Y ork City, this trend was clear . family’s shapewear business, which was sold in 1974. His manufac turing expertise combined with Marianne’s fashion sense was the perfect formula to launch a modern shapewear company that would challenge industry standards for the next thirty years. T o reflect Marianne’s French heritage, the couple named the new venture "V a Bien" - or "Fits Well" in French. 30 3 years 1. OLD VA BIEN CATALOG COVER. IMAGE PRESENTING THE SECRET ALL-IN-ONE BODYSUIT. 1 2 2. CATALOG 3. CATALOG IMAGE FOR ABSOLUTELY BACKLESS. Marianne, who emigrated from France two years before marrying Richard, recalls: “When I moved to the States I attended many events with Richard and our friends. Many women were wearing the latest figure-hugging knits from Sonia Rykiel or St. John. The outfits were fabulous but you could see their shapewear poking through, it was so distracting! There was a clear need for shapewear that slimmed down the body while remaining hidden under the new fashions.” Richard also saw the need clearly , drawing from 16 years’ experience working with his The foundations of a business Va Bien’s first product that “shaped” the shapewear business was The Secret Sarong All-In-One: a bodysuit made of a new nylon-spandex blend that was smooth and soft to the hand, but featured the same slimming characteristics as its coarse predecessors. It also featured an anti-static property that eliminated an old clinging problem between shapewear and outfits prone to build up electricity, such as St. John knits. Most critically, this new shaper hid its control panels and seams inside the garment, leaving the outside 136

Table of Contents for the Digital Edition of THE BEST OF INTIMA – 07/2009

Contents and Index
Shop Scouting Wolrdwide - BOI's Selection from Asia to Europe
Newer Notables
- Hakuna Matata
- Eres
- Frankie Morello
- Misa
- Shan
- Petit Bateau
- Printemps
- Barbara's New Beginnings
- Arianne
- Romantika
- Passionata
BOI's Survey - What really sells in focus
Expert - Trends to shine through economic gloom (part2)
Retail News - Aimer, Elizabeth Hurley
Photo shoot - Hide and seek
SS 09/10 Lingerie Trends
Talent
- Giadadanielle
- Patrice Catanzaro
Brand New
- Parah, Armani
- Made by Niki
- Panos Emporio, Jog
- Shocking Princess, Edith Desmarais
- la Fée Verte, Porzia T
- Lejaby, Save the Queen
- Andrès Sardà
Photo shoot - Above and beyond
Tête à tête - Stella McCartney
Launching
- Hot Milk, Fruit de la Passion
- Jenna Leigh, Zinke
- Equmen, Between the Sheets
- Cosabella, Maidenform
- Britta Uschkamp, Maison Close
Portrait
- All about Martha Rey
- Graffinis by Paul Cartelli
In Stock - Brands' in stock items ready for order
SS 09/10 Beachwear Trends
Event
- Femmy Gala 2009, Hollywood Glamour
- Va Bien's first 30 years
- Chantelle’s 60th Anniversary, Lingerie Miami
- Hug Awards 2009, Wacoal (Fights for the Cure)
Interview - Ann Deal wins award
Report - Think Green at the Underfashion Club
Business News - Oroblù, Maidenform, Secret Curves, MY Lingerie, Iconix
Undercover
Exhibition update
- Curve
- Mode City
- Mare di Moda
- Calendar
Network Express - Network Dessous' ten wroldwide magazines
Expo - The Lace Experience
Fabric News - Recticel, Radici Spandex, Maglificio Ripa, Lycra
Fabric trends - F/W10 key fabric trends

THE BEST OF INTIMA – 07/2009