Expect to see a lot more women in Marlies Dekkers‘ distinctive lingerie styles in the coming months — and not because they’ve suddenly come into some new money.
The famed Dutch label this summer launched a new brand, Marlies Dekkers | Undressed, which aims to make MD’s celebrity-favored styles available to younger, budget-conscious consumers.
The company’s lingerie offerings will now be split between the high-end Marlies Dekkers label and the new downmarket Undressed label. (There’s also a Sundressed swim collection and the Nightdressed sleepwear line.)
Undressed is essentially a stripped-down, recycled version of some of MD’s signature looks, at roughly half the cost of pieces made famous by Britney, Lady Gaga, Fergie and many more. You’ll find several variations of MD’s hallmark — wired push-up bras with architectural multi-straps that call attention to and flatter your bustline — including the Triangle and Dame de Paris sets from previous collections.
Undressed currently comes in four style ranges, with both push-up and balconet bras and bottoms available in briefs, thongs and Brazilian shorts. Most of the new label is available only in monochrome shades — although there’s a decent selection of colorways — with the exception of the Gloria range, which comes in a sharp green-and-gray plaid.
But the new label is more than just a market repositioning for Dekkers; it’s an effort to focus more on younger women and the values they embody. For example, a new Undressed concept store was opened in Rotterdam last month, with all of its furniture and fittings made from recycled materials.
At the same time, Dekkers launched Undressed with a high-profile guerrilla marketing campaign (driven by social media) called #MOVE. A team of MD hotties blitzed around the Netherlands on bikes and rollerblades to give away Undressed gear and, more importantly, to educate young women about the important role that exercise plays in reducing the risk of breast cancer.
Marlies has said she wants Undressed to become a “cradle to cradle concept” and “the home of good causes”. Sounds like a great plan, off to a great start!
Here are some more images from the Marlies Dekkers | Undressed line, which should be available at your favorite stockist soon.