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Cacique turns up the heat with new plunge style
08
Mar '11
As plus size women increasingly gravitate toward fashion-forward, sexy, intimate apparel, Cacique, Lane Bryant's intimates division, is turning up the heat with the launch of an even sexier new plunge bra – straight from the sizzling Las Vegas catwalk.

Celebrity plus size model, Ashley Graham, unveiled a bedazzled version of the hot new bra at Lane Bryant's recent fashion show, the brand's first runway spectacular in nearly a decade. Designed from a view of fashion and comfort, as opposed to size, the new plunge bra features revolutionary technology that not only "gives the girls a boost," but also plenty of support.

"The more Cacique has pushed the fashion envelope with shapes, styles, fabrics and details, the more our consumers want," said Gill Heer, Cacique's senior director of design/development. "From lace and bold colors to sexy French boudoir ensembles and retro-inspired pin-up looks to other cleavage-enhancing styles, curvy women are saying: let's get it on."

Heer noted that Cacique was the first brand to introduce a plus size plunge bra, which defied detractors' expectations with skyrocketing sales, as plus size women gravitated to a style that enhanced their bust shape and, at the same time, made their waists look smaller.

She also pointed to the media firestorm and groundswell of support that followed an initial refusal by some networks to air a Cacique lingerie commercial deemed "too hot for TV" last year. The now award-winning ad became the most-watched YouTube video and set the stage for an expanded campaign that debuted this month.

Over the past decade, Cacique has shattered the image of dowdy, hide-in-the-back-of-the-store, "grandma" bras, particularly as more and more women embrace their curves and want to proudly show off their assets. The plus size plunge bra proved such a success, as a sequel, Cacique launched the first plus size balconette bra – a sexy, shape-enhancing style. It's now the brand's best seller.

Lane Bryant


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