Market & Accessories Director of W Magazine Karla Martinez and designer Cecilia de Sola have revealed their debut Piamita Resort 2012 collection, a line of casually polished clothes that are perfect for stylishly lounging around. According to the Piamita site, the line came about when the two designers realized the gap in the marketplace for comfortable clothing that was also flattering and sophisticated.
The line is made up of simple, soft pajama styles mixed with elegantly flowing skirts, draped shorts and relaxed and easy tops. With both soft and graphic prints and a mix of light pastel shades grounded by navy, the chic loungewear pieces are crafted primarily of light and airy silk. Currently, the Piamita Resort 2012 collection is available at Shopbop and Barneys, and the line ranges in price from $180 to $450.
Key Themes Behind This Trend
- Casually Polished Clothes
- Disruptive innovation opportunity: Create a line of comfortable clothing that is both flattering and sophisticated, filling the gap in the marketplace.
- Chic Loungewear Pieces
- Disruptive innovation opportunity: Design stylish loungewear pieces made primarily of light and airy silk, offering a mix of soft and graphic prints.
- Soft Pajama Styles
- Disruptive innovation opportunity: Develop a line of simple, soft pajama styles mixed with elegantly flowing skirts, draped shorts, and relaxed and easy tops.
Where This Applies
- Fashion Retail
- Disruptive innovation opportunity: Introduce the Piamita Resort 2012 collection at more fashion retailers, expanding the availability and reach of these casually polished clothes.
- E-commerce
- Disruptive innovation opportunity: Expand online presence through partnerships with various e-commerce platforms to increase the accessibility and convenience of purchasing chic loungewear pieces.
- Textile Manufacturing
- Disruptive innovation opportunity: Create a new manufacturing process to produce light and airy silk fabrics at a more affordable price point, making soft pajama styles more accessible to a wider audience.
