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And when folks over at Jezebel expressed a healthy amount of skepticism, we began to wonder: He imagined a world where there was no such thing as an unmentionable, and figured out a way to make it so. PR pitches sent to this address will be ignored. But, according to a New York Times article at the time, a poor marketing strategy focused too much on attracting only well-heeled parents and an even poorer location little walk-in traffic forced them to file a Chapter 11 petition two years later in But for the most part, underwear remained functional, not fun. By the early s, Wexner was looking to branch out into new brands. Enter Leslie Wexner, the man who had ushered in the mass-market sportswear boom with a store he called The Limited.
A British-inspired aspirational world that the American consumer would clamor to enter. But for the most part, underwear remained functional, not fun. New products like the Miracle Bra became top sellers. Lacy bras and panties hung neatly under warm-hued lights. Poor guy just wanted to buy his wife a pair of thigh-highs. We are about changing the conversation. Email us at stylesubmissions huffingtonpost. In focusing on a store and catalog that appealed to men, Raymond had failed to draw a large following among women. He also saw a gaping hole in the intimate apparel market—next to no products that filled the gap between the luxury brands and the Maidenforms and Cross Your Hearts. By the early s, Wexner was looking to branch out into new brands. Think this raised a few eyebrows? That was kind of the idea. Tap here to turn on desktop notifications to get the news sent straight to you. Tap here to turn on desktop notifications to get the news sent straight to you. A lingerie store designed to make men feel comfortable shopping there. According to management experts Michael J. Wexner ultimately decided to create for the company what Ralph Lauren mastered the decade before him: In the mids, Roy Raymond did indeed walk into a department store to buy his wife lingerie, only to find ugly floral-print nightgowns—made even uglier under harsh fluorescent lights—and saleswomen who made him feel like a deviant just for being there. Raymond imagined a Victorian boudoir, replete with dark wood, oriental rugs, and silk drapery. Check out some of the Pink Loves Consent's unfortunately not-for-sale panties and tell us what you think. By the time these potential customers realized it was a fake, they began to come out in droves, requesting that the mass retailer produce the feminist undies using the hashtag loveconsent. Check out controversial ads. The Limited grew to 11 stores by , and by , according to a Forbes profile published that year. Upsetting Rape Culture , a feminist activism team, was the brains behind the satirical site. His first step, Silverstein and Fiske wrote, was to study European lingerie boutiques, whose female customers approached lingerie as an everyday essential. He imagined a world where there was no such thing as an unmentionable, and figured out a way to make it so.
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