In the past, the lingerie market has historically been a resilient sector for brands and retailers alike. This is no longer the case as today an impressive array of silks, satins and sheers have taken over the old reliable white cotton options and replaced them with high octane glamour, romance and fantasy. Adorned by supermodels and worn by royalty, today’s underwear is just as important in making a statement as the over wear which conceals it.
One leading brand in this flourishing industry is Silent Assembly, who have grown in size and status since their initiation over a decade ago. Designed in Paris and Sydney, this luxury intimates collection is the brainchild of entrepreneur businesswoman Kay Cohen. The brand is the realisation of the designers desire to blend haute couture style with an outstanding, sculptured fit. An excellent marriage of the finest European inspired design elements and Curvessence technology seeks to re-write the rules of under wire bra fitting technology in today´s competitive market.
¨My style reflects lightness, sensitivity and tranquillity. At Silent Assembly our philosophy is simple: True beauty is a harmony of style and function. Silent Assembly is also state-of-the-art in technical features, where only the finest quality textiles and laces have been considered, with the newest development in Bra cup technology: Curvessence, a world first, which is also making a debut in the Silent Assembly brand¨ stated Kay, who has championed innovative design practice for the past 20 years of her career.
At Silent Assembly our philosophy is simple: True beauty is a harmony of style and function. Silent Assembly is also state-of-the-art in technical features, where only the finest quality textiles and laces have been considered – Kay Cohen
A dedication to the fusion of fashion and function, Cohen believes that a ¨good bra design demands that both these elements be addressed with equal passion, and this is the only way to deliver leading and innovative new products.¨ Followers and indeed colleagues of Kay´s covetable ranges love the artisanal design and creative merchandising which have made her extraordinarily technical skills and inventive pioneering spirit revered within the industry.
The growth of her experience and brand development has also been somewhat of an uplifting experience for her. Graduating from fashion design in Massey University in New Zealand then an MBA at Herriot Watt University in Edinburgh, she went onto hone her craft with companies such as Triumph, Bendon and Elle MacPherson intimates before setting up her brand in 2004.Since then, whispers of her hand graded fabrics and exquisite detailing saw her brand turning over 30 million dollars in 2007. Silent Assembly has since been featured in Harrods, Selfridges and Liberty´s in London. The celebrity following is no less impressive with Miranda Kerr and Adriana Lima fronting their campaigns and Rihanna and Jessica Simpson posing in their regalia both on and off the camera in several of their higher end assemblages.
The July of 2013 saw the official launch of Silent Assembly Haute Couture lingerie in Paris. This artisanal apparel also introduced its world market to the concept of Curvessence 3D Bra technology, which replaces the traditional and irritating 2D metal underwires. (Traditional 2D metal underwires are forced an average 7.5cms around the wearer’s bust, often resulting in discomfort). However, with this Curvessence revolutionary patented 3D Bra, the natural curves of a woman´s torso are emulated. Through the use of new cutting edge materials, this innovation delivers all day comfort and a perfect fit without pain, discomfort or irritation.
Inspired by the body scanning technology engaged in movies, this new technology relies on nylon polymers which have a “memory” for the exact shape of a wearer’s torso – Kay Cohen
¨We are replacing the traditional underwires with a structure that is as strong as metal but way more comfortable.” explained Kay. Inspired by the body scanning technology engaged in movies, this new technology relies on nylon polymers which have a “memory” for the exact shape of a wearer’s torso. Even if shaped by the wearer’s movement, the polymers revert to their “remembered” shape, making them ideal for exercise or busy days.
Silent Assembly forecasts wholesale trading of more than 2 million Euros for the collections this year, which have already been very well received by retailers in U.S, Europe, Asia, Russia and the Middle East as well as Cohen’s native Australia. Luxury and creativity come at a cost through, with some sets starting around 250 Euros (Recommended Retail Price).
Within a short space of time imitators were on Silent Assembly´s tracks, offering quality and design at a less than haute couture standard. However, with plans to introduce a more accessible line and continuing market saturation, it’s going to be difficult to keep abreast of its competition.
Article: Charles Daniel McDonald, Executive Fashion Editor LookBook360