DALLAS — Sheer doesn’t have to mean nude thanks to the Concealer, a line of skin-tone innerwear items designed to be worn under see-through apparel such as chiffon bohemian-inspired tops and lace dresses.
Made by New York-based Hanky Panky, an innerwear and sportswear vendor, the Concealer has been around for four years but was relaunched for holiday with sexy Forties-style “Vargas girl” packaging and a new merchandising program to position the Concealer in hosiery departments, said Gale Epstein, president and creative director at Hanky Panky.
The Concealer is sold in more than 2,000 doors, including all units of Neiman Marcus, which has an exclusive on the packaging for six months after which it will be rolled out to all accounts.
“Vargas will become our branded image as we roll out the new look and merchandising program,” Epstein said. “We’re targeting all women who want to wear revealing clothing, but maintain a degree of modesty. The bohemian trend keeps getting stronger and lace has become a classic. Women tell us that the Concealer fulfills a need in their wardrobe.”
Wholesale prices are $10 to $20 and are in several styles, including v-neck and u-neck tanks, jewel-neck three-quarter-sleeve tops, a thong and a bikini. Bandeaux and half-slips will be added in 2006. Colors include three flesh tones plus black and white.
The Concealer’s new packaging and image campaign was shot by French photographer Lionel Deluy.