New lingerie lines by Emporio Armani and Donna Karan

Both designers will unveil their first lingerie collections this week. Donna Karan Intimates is relaunching its classy lounging, playing and sleeping lines. The pieces are rendered in supersoft and pliable fabrics such as washable silk jersey and satin-faced georgette. Bras and shapers have a sleek, sculpted look in stitch-free, ultrasonic heat-sealed designs of microfiber, nylon and spandex. The production and distribution of bras and shapewear is licensed to Maidenform, the sleepwear and loungewear by The Komar Co. Although there are two separate licensees, the development of both collections will be coordinated in terms of fabrics, colors and laces.

Giorgio Armani is introducing its first full collection of intimates for women under the Emporio Armani Underwear label in the U.S. Emporio Armani Underwear for men and women was first launched in Europe in 1982 and select pieces have been sold at Emporio Armani boutiques in the U.S. for the past five years.

Comfort, fit, quality and, above all, great design and functionality. That was Armani’s goal when he created the lingerie line for American women. Although that doesn’t sound risqué, Armani has announced that they will be looking for an advertisement campaign that is just as steamy as the Emporio Armani Underwear for Men ad, with soccer star David Beckham (launched in 2007).

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