Walmart's 'Smart & Sexy' line is releasing a collection of model-designed intimates for SS18.
Designed by Victoria's Secret Angel Joan Smalls, this collection hopes to take advantage of a moment of disruption in the underwear market. Smart & Sexy and its parent company 'Ariela & Associates' are Walmart's largest supplier of bras. Consumers are less interested in overtly sensual marketing strategies and designs. Priced at less than $15 and available in an extended size range, Smart & Sexy hopes to gain ground in a market that has been held by large lingerie retailers.
Brands like American Eagle's Aerie have been moving away from an overtly sensual marketing message and towards a more diverse and inclusive one. Smart & Sexy hopes its upcoming model-designed intimates collection will make waves by offering affordable designs created at the same factories as other retailers.