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Hot Topic unveils lingerie store for girls - Blackheart

16
Nov '12
Hot Topic Inc. unveiled Blackheart – a lingerie store for girls who rock & roll. The new retail concept launched an e-commerce site and will open five stores offering a collection of bras, panties, corsets, hosiery, sleepwear, rock apparel, accessories and beauty products that is hot, edgy, sometimes cheeky and always rock star sexy.

“Blackheart is for the independent girl, age 18-30, who considers her lingerie a part of her personal fashion statement,” said Lisa Harper, Chairman and CEO at Hot Topic, Inc. “She wants to stand out in a crowd – and now her Blackheart lingerie can help her do that.”

The Blackheart collection of lingerie and apparel inspires eclectic personal style from the inside out. It all starts with the perfect bra – and Blackheart’s nine well-constructed core styles include the essential Teaser-T-Shirt Bra and Decadent Lace Demi Bra, as well as the exceptionally hot Deadly Plunge Bra and Killer Extreme Push-Up Bra. With details like studs, skulls and tribal prints – and striking colors – Blackheart bras are meant to be revealed.

Coordinating – but not match-y – panties range in style from ruffle rumbas and bikinis to cheekies and thongs. Some Blackheart panties set a mood with snarky statements on the front or back – and they pair perfectly with equally-irreverent sleep and loungewear.

Fashion pieces – including sheer mesh tops and tops with studded collars, ripped and braided DIY-inspired rocker and licensed tees, pleather shorts, corsets, studded rocker jackets, pleather mid-thigh leggings, and skull-printed tights – come together to create a look that’s fearless, daring, confident, sexy… and a little naughty, too.

Blackheart also offers costume and body jewelry – popular at Hot Topic – as well as Blackheart Beauty products including fragrance, eye pencils and liners, eye shadow, glitter palettes, lipstick, and nail polishes – all available in both dark and vibrant colors.

Blackheart stores – with an average footprint of 1,800 square feet – have a dark nightclub feel with black walls, neon lighting, striking video projected on its glass storefront, and curated DJ music mixed with unexpected twists. Stylists serve up expert bra fit advice – along with styling to help girls achieve rockin’ sexy looks.

The Blackheart brand’s distinctive rocker sensibility is reminiscent of Hot Topic’s signature dark, edgy, sexy look. Brand photography is provocative and rebellious, and the brand’s striking heart icon is decidedly tattoo-worthy. “We believe the Blackheart brand is distinctive in the marketplace and will be very appealing to young, edgy customers, including millions of loyal Hot Topic customers,” said Harper.

Blackheart is fashion lingerie for girls who rock & roll. Our collection of bras, panties, corsets, hosiery, rock apparel, sleepwear, accessories and beauty products is hot, edgy, sometimes cheeky and always rock star sexy.

Hot Topic Inc


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