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Dita Comes Home, Again
Posted by Lingerie Talk | February 10, 2014
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Forget about finding your inner diva; American women will soon get a chance to channel their inner Dita.

Two years after launching her highly successful faux vintage lingerie line Von Follies in Australia, burlesque icon Dita Von Teese is bringing the collection back home.

Von Follies will makes its major retail debut on March 15 at half a dozen Bloomingdale’s stores as well as Bloomies’ online shop.

“I am honored to have my lingerie debut in America at Bloomingdale’s, an iconic department store that represents style and sophistication,” Dita said in a press release. “I’ve taken inspiration from my own vintage collection to create beautiful lingerie that captures the spirit of retro glamour, while being accessible and functional for moments of every day beauty and luxury.”

The Michigan-born pinup icon will personally launch the collection at Bloomies‘ 59th Street flagship store in New York on March 20.

It’s unclear whether Bloomies will carry the entire Von Follies collection, or just a selection of pieces. The press release makes reference to “a range of chic lingerie stories”, including the three shown here.

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Since launching Von Follies in collaboration with Target Australia, Dita has hopscotched around the world, introducing it in select countries with new retail partners in each. In the UK it was picked up by ASOS and Debenhams, in France it went online with Glamuse, and in Australia it has since moved to the more fashion-centric Myer’s, the country’s largest department chain. The product selection tends to vary from one country to the next.

Von Follies has found a receptive audience by embracing several overlapping themes that drive the lingerie market: old-world Hollywood glamor, vintage silhouettes and the illusion of luxury at affordable price points. A typical combination of one of Dita’s longline bras and highrise briefs will run just over $100, while the fetching Madame X bodycon slip dress will run you about $300.

It should also be noted that, while both Dita and Bloomies are trumpeting the “American debut” of Von Follies, the renowned California boutique Faire Frou Frou already stocks the line, as does the online retailer Stylebop.com. That kind of deception might be the stock-in-trade of burlesque performers, but it’s bad form in fashion retailing and PR.

Von Follies will be available in Bloomingdale’s locations in Midtown and Soho (NYC), Aventura, Fla., Century City, CA, San Francisco and White Plains, NY.

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