Great news for all those edgy girls who skulk through shopping malls, avoiding certain mainstream brands like landmines.
Hot Topic, the California retailer of rock-themed apparel and pop-art accessories, is testing the lingerie market with a new label that explores the darker side of femininity.
Blackheart Lingerie, offering “lingerie for girls who rock and roll”, will appear later this month with stand-alone stores in five U.S. malls plus an online shop.
Hot Topic isn’t saying much yet about the new label, but teaser photos show mildly goth styles imprinted with skulls and crosses, the sort of pieces suitable for daywear layering or a mosh pit. No word yet on whether Blackheart will offer a My Little Pony signature collection, but you know Hot Topic’s trend-obsessed fangirls will have their fingers crossed.
The move sets up an interesting showdown this holiday season between two very different approaches to youth lingerie marketing — Hot Topic‘s ironic tough-girl image versus the uber-girly appeal of Victoria’s Secret‘s VS Pink label.
It’s no accident that Blackheart’s first press image shows a pink lace push-up bra — accessorized with a black leather vest, chains and leather cuffs. Could this be the first anti-Victoria’s Secret lingerie label?
Hot Topic currently operates more than 600 mall stores, including two in Canada. The first Blackheart Lingerie stores will appear this month in Texas and California, but watch for a wider rollout in key markets in 2013 if the concept takes off … as expected.
Here’s a look at what’s in store, followed by Blackheart’s teaser video: