Silent Assembly launches in Paris
Silent Assembly is looking towards the international and had chosen Paris as a starting block. Positioned as a premium brand, Silent Assembly was created by designer Kay Cohen, ex-Triumph International and Elle MacPherson Intimates. Cohen launched underwear brand Pleasure State in 2004 before selling it to the Bendon group in 2012.
“The starting point was the development of the Curvessence Bra Technology,” explain Kay Cohen. The reinforced nylon underwiring replaces the metal usually used and is made using 3D technology to provide maximum comfort and support.
Silent Assembly aims to marry comfort and technology all the while remaining very feminine with lace and embellishments. “For several years, corsetry has been a big trend in lingerie, so I wanted to make something that gave the body more freedom,” said Cohen.
The collection features a dozen themes in black, white and pastels with each set selling for around 200 euros. The designer is already thinking about a secondary line: “We would like to launch a more accessible line fairly soon.”
In the meantine, the brand is in the process of selecting vendors to sell its spring-summer 2014 collection in Europe, North America, Russia and, of course, Australia.
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