Beija Brazil: Night to Day
Beija Brazil combines the colorful attitude of Brazil with American cuts and style. According to designer Guy Blews, the philosophy of the line is to provide wearable, fun, practical and sexy lingerie.
The concept has worked well. The line, which launched in August 2003, has already opened more than 100 doors in Southern California as well as several in international locations.
“The idea is that it’s useable lingerie,” said Blews, who adapted the line for the American market. “A lot of the lingerie I see is very much just lingerie. It’s not useable or layerable or fun. Beija Brazil is meant to be really practical and fun with a little bit of a twist, so the girl feels sexy wearing it and it looks sexy, but it’s not over the top.”
Beija Brazil uses a vibrant palette of fuchsia, pink, baby blue, dark blue, green, yellow and chocolate in solids and prints with feminine lace trims. Tops can be layered and worn as daywear with a bra underneath or as camisoles underneath a shirt, cashmere hoodie or tweed jacket. “I’m trying to make it fun without [it] being too much,” Blews said.
The line’s six groups each represent a different part of everyday life. Vida is made up of casual stretch-cotton lifestyle pieces, including underwear, tops, tunics, track pants and yoga-style pieces. The Sol group includes stretch-cotton camis, boyshorts and thongs in fun, cute patterns. Samba comprises nylon mesh items that are somewhat see-through and very sexy when worn as outerwear or in the bedroom. A polyamide group called Carnaval is comfortable to sleep in or to wear with jeans as outerwear. Amor is a sexy group made from nylon mesh tulle. Great tops for going out at night are included in the Lua group, made in a Leggero fabric with lace trims.
Wholesale prices are $25 to $34 for dresses; $26 to $34 for tunics; $16 to $26 for camis and tops; $24 to $29 for pants; and $8 to $16 for underwear, boyshorts and thongs.
The line is carried in Southern California boutiques including Fred Segal in Los Angeles and Santa Monica, Belle Cosa in Los Angeles, Michelle’s in Hermosa Beach, Stil in Thousand Oaks, Dari in Studio City, and Holiday in Los Angeles and internationally at Harvey Nichols in London, Gabrielle Peco in Japan and Dainn in Korea.
For more information, contact Shelly Marchetti at (310) 990-4334, or go to www.beijabrazil.com.
—N. Jayne Seward
