SOURCE: Hips & Curves

Hips & Curves

September 21, 2010 15:02 ET

Hips & Curves Declares Its 10th Anniversary as "The Year of the Corset"

Award-Winning, Plus-Size Lingerie Company Designs Special-Edition Corsets: "The Bloody Mary," "The Scarlett O'Hara," and "The Rock Star"

LOS ANGELES, CA--(Marketwire - September 21, 2010) -  Hips & Curves® (www.hipsandcurves.com), the plus-size lingerie company that was created by President and CEO Rebecca Jennings to express her passionate belief that women of all sizes should love and accept their bodies and feel free to express their sensuality, celebrates its 10th Anniversary and dedicates this milestone to their best-selling item, the corset.

Declaring this "The Year of the Corset," Hips & Curves celebrates the women who made the garment famous by creating three special-edition versions, "The Bloody Mary," "The Scarlett O'Hara" and "The Rock Star" corsets in their honor.

While the corset was worn as far back as the ancient Greeks, the first written reference to this item is found in the wardrobe accounts of Mary Tudor (aka Bloody Mary), in 1550. It reads:

  • Item for making of one peire of bodies of crymsen satin 
  • Item for making two pairs of bodies for petticoats of crymsen satin
  • Item for making a pair of bodies for a Verthingall of crymsen Grosgrain

Using this description as its inspiration, Hips & Curves designed "The Bloody Mary," a modern-day version that includes Mary's favorite elements: satin, crimson, authentic steel boning and a petticoat. ($149.95)

Mary Tudor may have unknowingly kicked-off a fashion trend for the ages, but it is Scarlett O'Hara clinging to a bedpost while Mammy cinches her corset tighter and tighter that gives us one of our first visual memories of this hourglass, figure-making, miracle machine.

More modest than Mary's, "The Scarlett O'Hara" corset captures a woman's playful sensuality in the elegant champagne satin design with steel boning. ($149.95)

Madonna, Beyonce, Lady Gaga, Christina Aguilera, Rihanna -- the list of pop stars who have embraced the black corset with a touch of hardware as part of their fashion identities is endless and growing. So instead of choosing just one, Hips & Curves pays homage to them all with "The Rock Star" corset sculpted in sumptuous leather. ($159.95)

"I started this company ten years ago because I wanted to create fashions that would make full-figured women feel great about their bodies," states Jennings. "I quickly found that these women were starved for styles that allowed them to express their sensuality in fun, playful ways, and soon corsets became my biggest seller, with styles starting at $39.95. So on this 10th anniversary, I felt it only right to honor the one garment that literally made this milestone possible, as well as the women who've unknowingly been marketing it for us for hundreds of years."

When asked what she predicts for the next ten years, Rebecca said, "With the U.S. market for women's lingerie reported at $9.6 billion, and with the plus-size women's apparel industry growing while the overall women's apparel market is declining, I definitely see my business expanding as it continues to fill an important niche in the fashion industry."

For more information on "The Bloody Mary," "The Scarlett O'Hara," and "The Rock Star," as well as all the intimate apparel at Hips & Curves visit www.hipsandcurves.com.

About Hips & Curves®
Hips & Curves is the award winning, online, plus-size lingerie store for women who love their hips and curves, love their bodies, and love having playful, sexy lingerie that lets them feel desired and beautiful. Hips & Curves is a privately held and owned, multi-million dollar company founded in 2000 by Rebecca Jennings, the President and CEO. Hips & Curves has its own private label brand, and is currently celebrating its 10th Anniversary. For more information, visit www.hipsandcurves.com.

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