Italian innerwear designer Sara Romoli is getting back into her groove.
Romoli, a native of Florence, will be launching the Trappola di Venere by Sara Romoli label at trappoladivenere.com this month. The upscale collection is made in Italy and is comprised primarily of corsets and bustiers in Italian leather, satin and jacquard.
First-year wholesale sales are projected at $1 million, said Romoli.
“We are seeking to build an exclusive customer base slowly and get the word out selectively. Our target customers are women ages 19 to 45 with expendable income. They are women who want to own unique, high fashion Italian-made garments of the best quality,” she explained.
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The collection is inspired by “The Birth of Venus” by Botticelli.
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“This is the concept behind the new line….Like Botticelli’s vision of a beautiful and alluring woman brought to life in the modern day, our collection embraces every woman’s body with European style and sophistication….The centerpieces of the collection are one-of-a-kind fashion corsets, but the essence of the line is Italian-made garments of the highest quality and materials designed to enhance and celebrate femininity in each phase of a woman’s life. Part of the collection also consists of leather pants, skirts and belts,” she noted.
Special treatments include lamb skin embossed with a unique crocodile print. Belt accessories will be made of calf skin leather. Retail prices will range from $650 to $1,200.
The line will be officially launched at a formal fashion show in New York at the end of August.
So far, the collection is anchored in black.
“We believe black is the most universally desired color of choice for most people wanting this type of clothing. Of course, we are going to expand the collection as we move forward and will absolutely be introducing additional colors and prints,” she said.
Additional items will include three styles of handbags as well as three dress styles for red-carpet events.
The corsets, which can be adjusted in the back to fit a woman’s individual contours, will be rendered as one-size-fits-all, a technique Romoli used for her eponymous corsetry label in 2009.
Romoli is not a typical designer of intimates. She studied criminology at the University of Florence and was interning at a law firm in New York when one client on Seventh Avenue stimulated her desire for fashion. She quit a law career in 2007 and joined ready-to-wear company Morgan & Co., which is now out of business.
“I was very good at marketing and learned how to do everything firsthand when it comes to designing,” said Romoli, who worked for the apparel company in India and Dubai, and created a line of corsetry for Europe bearing her name.
“I love corsetry and was inspired by La Belle Epoque and Paris,” she said.