What Katie Did, the UK-based maker of authentic-looking nouveau vintage lingerie, is hoping to make big gains in the U.S. market this year after unveiling a new website aimed at American shoppers.
WKD’s new U.S. website won’t launch until Sept. 1, but it will take away much of the hassle and discomfort involved when trying to order intimate apparel from an overseas retailer.
The site will be priced in U.S. dollars, have a U.S. address and a toll-free number for customer inquiries. And product returns will go to a California address, not back to England, which will limit shipping costs and potential customs issues.
The move comes just as What Katie Did launches its latest collection of vintage-styled lingerie, shapewear and hosiery that evokes the glamour girl image of the 1940s and 50s.
Retro lingerie fans around the world already know WKD well, as the label — named for owner/designer Katie Halford — is a favorite among celebrities like Victoria Beckham and Gwyneth Paltrow and thousands of just-plain-moms. The signature WKD piece is its much-imitated bullet bra, although Katie also offers an extensive collection of elaborate corsets, bodysuits and high-waisted panties.
The new WKD line, simply called Collection 8, includes a new Hollywood satin loungewear line and the new Swiss Dot line (which we’re dying to see!). We’ve got a couple of preview images to show you above, featuring the Hollywood slip and the sultry black Glamour corselette.
The new What Katie Did collection will be available online Sept. 1, at the same time as the new U.S. site launches — so mark that date! In the meantime, now is a good time to get familiar with the existing WKD collection, as they are clearing out existing stock with a summer sale offering up to 50% off.