




I was seeing myself wearing a lot of swim-inspired tops and different things under sheer dresses or whatever and I’m like, we need to make this. So we combined our thoughts and about a year back we decided to come up with NOE Undergarments and then we just kind of built on really wanting it to be contemporary, a bit modern, and play off the ideas of very simplistic but everything having that forward, edgy take.
So for example, like some of the bralettes, just having the detail that pushes the boundaries a little bit. The Zachary bodysuit which looks a little bit simple from the front but in the back it’s just you know, edgy. I’ve never described a line like this before but I thought it was well-described; this piece just came out in WWD and they described it as a ‘pretty bondage style’. We were like, ‘Oh my gosh,’ it kind of describes some of the strapping we wanted, that masculine meets feminine. And that’s kind of the take of our line, that masculine meets feminine, a little bit of opposites attract, in a simple way.
And so really, even with all the marketing and stuff, of just thinking well we want to do something that’s different, we didn’t want to do the girl in lingerie on the bed, you know we wanted to do something a little more contemporary and so that’s where we built the imagery around and just the concept.
It’s been interesting; we wanted to launch with a strong NY presence obviously because I think it breeds out that way, and I think we have a stronger presence in NY than we do on the West Coast. However, it’s been interesting; we have these flowy, kind of silk dresses and a little bit more of the softer pieces we sell those strong out in the Hamptons, like in Montauk, and over on the West Coast, in Hawaii like in coastal regions. And I think it’s almost like that coverup, beachy, cover-up lifestyle, you know? And here [in NYC], it’s like, Journelle and all that, they bought more of these pieces [holds black Ryan Bustier Bra], which are more structured and a little bit more sophisticated style pieces and obviously black.
Actually for the fall season we had, instead of this firecracker [red], we had a mandarin which was really a bright orange and we also had a complement accent of a bright citrine yellow, and it was funny because some of the New York accounts were like—everyone kind of liked the orange—but the yellow they were like, ‘Ohh…,’ but our West Coast accounts were like, ‘Yay!’ and they were just like, ‘We love it!’ and so I think that’s the major difference [in preference between the coasts], the colours."
Bonnie Rae Boyes was interviewed by Esther Kim at the Lingerie Collective Trade Event in NYC, August 5, 2013.