by MIKE CHAIKEN
The big buzzwords in fashion are sustainability and inclusivity. And they are trends that Lovecraft Intimates has taken to heart.
And the New York-based lingerie brand has done so in a style that the brand describes as edgy.
Francesca Fasciglione and her brand, which was founded just last year, were recently featured in the CURVE Pitch Off. The competition brought in new lingerie and intimates brands to compete for attention, and a leg up, from industry bigwigs.
Lovecraft didn’t win the competition, but the brand definitely was an eye-catching entry in the face-off with its pin-up style approach to upcycled lingerie.
In her pitch, Fasciglione spoke about the brand’s upcycle/ recycle approach with intimate garments and its reasoning for taking that approach.
“Working in the industry straight out of college I noticed how wasteful and demanding the production process can be,” said Fasciglione in an email interview. “I saw countless yards of fabric, sample materials and paper goods being wasted by the tons.”
“Until you work in the industry, you do not experience how wasteful it can truly be,” said Lovecraft’s founder.
“Seeing all of this wasted material encouraged me to make Lovecraft Intimates be a repurposed and ethically made brand,” said Fasciglione.
“We say no to fast fashion companies and dive deeper into the creative process of making unique intimates from repurposed fabrics, notions and sustainable materials,” said Fasciglione.
The Lovecraft woman is someone who is “edgy and eco-friendly,” said Fasciglione. They are women who “dare to wear bold pieces crafted from repurposed and reclaimed materials.”
“Our lingerie is designed to empower you and reclaim love through every piece we recreate,” said Fasciglione.
The brand’s edginess is Fasciglione’s “way to sway against the industry norms and unleash a more extreme, risk taking side of fashion.”
That edginess also plays into the desires of Fasciglione’s target customer. “(She) is a woman who is both excited to wear lingerie confidently in her skin, while maintaining her ethical values of helping the Earth with recycling and innovation.”
Lovecraft’s sustainable approach to fashion, and its ethical approach to creating the garments, also has been conducive to marketing Lovecraft as a body inclusive brand.
“Women no longer feel that they should have to fit into a standard size small, medium and large,” said Fasciglione. “I believe giving customers that do not fit into that standard category an option of making custom pieces or having a made to order experience goes a long way for an intimate brand.”
To inspire her customers to join the upcycled and sustainable fashion movement, Fasciglione also launched the “ReLove Program” (“ReLove. ReClaim. RePurpose.”)
Fasciglione said it “is a way for women to send in gently used bras that can be repurposed and recycled to be made into something that can be ‘ReLoved.'”
In exchange for the recycled bras, Lovecraft provides the customer a discount on the next purchase.
Lovecraft may have been launched just last year but Fasciglione still has her eyes on growing the brand.
“As of right now I am testing out the waters in terms of what pieces my clients like the most: bralettes, high rise panties, longline bralettes,” she said.
But, Fasciglione said, “I plan on expanding my intimate line in the near future as business grows. I am working on developing new products and forms of lingerie in the collections to come for 2021/2022.”
For information about Lovecraft Intimates, go to Lovecraft-Intimates.com.