I guess Germany isn’t satisfied with reaching the top of the football world this summer — because German retail label Lascana clearly has its sights set on conquering the lingerie world, too.
In the past couple of weeks, Lascana has released generous campaigns for both its summer lingerie collection and 2010 swimwear lines, both fronted by Russian beauty Irina Shayk.
Irina (who is sometimes credited as Irina Sheik) is well known for appearances in the SI Swimsuit Issue, Victoria’s Secret catalogs, and as the face for numerous brands such as Guess and, recently, Beach Bunny Swimwear.
But the Lascana assignment may be her most important to date. Given her profile throughout the catalog, Lascana is clearly hoping Irina will do for them what Kelly Brook has done for Ultimo in the UK — carry the brand on her sleek, high-priced shoulders.
Lascana is a relatively young European lingerie and swimwear label, but with major muscle behind it. It’s part of the massive Otto Group of retail companies (ie. Crate and Barrel), so it knows merchandising and marketing.
In Europe, Lascana has a range of retail outlets, but it’s probably best known for its mail order and e-shopping capabilities. And, since it secured licensing arrangements that allow it to sell other lingerie brands such as Passionata, Triumph and Marie Claire, Lascana is able to offer most lingerie styles in a size and style range that other retailers are finding hard to beat.
Have a look at the photo galleries below and you’ll see what I mean (the first 14 pics are from the lingerie catalog; the rest from the swimwear collection). The Lascana summer lingerie series ranges from slinky slips to oh-so-cool silk pajamas to a number of push-up bras, and lots in between. The swimwear offerings are equally diverse in color, pattern and styles.
(Our only complaint is that there’s no English version of the Lascana website or e-store. You can still make your way around the site fairly easily, but we can’t help thinking that an English option would broaden Lascana’s growing appeal and market presence.)
As for Irina, it’s likely we won’t be seeing much of her for awhile, now that BF (and new underwear model) Cristiano Ronaldo has some time on his hands.