CALIDA
fall/winter 2008/9

A New Definition of Luxury

The European brand Calida with base in Sursee, Switzerland, presents its new trends for underwear and nightwear for women/men with a strong focus on the theme "Luxury" with a glamorous touch.

You will find in this collection luxury items developed on the idea that "luxury" means today: nature and freedom!

"Gold and material consumption have until now often been associated with luxury. We fill our wish to own something desirable by acquiring items that have the perceived prestige. However, this superficial luxury is seeing the face of change: consumer values are evolving and consumers are beginning to question the object of their desire. For ethical and ecological reasons, these products must be completely safe, useful or previously enjoyed and passed on. This attitude is bringing us closer to the concept of luxury goods in terms of nature and freedom, and encouraging us to develop as individuals. We have carried this trend over to the collection and have decided on three themes."

The 3 themes of this collection are:
>Luxury Feelings – the idea of freedom as pure luxury!
>Natural Luxury – Nature is the last priceless luxury in life.
>Glamorous Luxury – Magnificent luxury with glittering gemstones and sparkling champagne!

Infinity, Delicate Fantasy, Nude, Smart Chic, Masculine Chic, ... are the names of the 12 lines under the 3 trend themes.




Like the boys

fig.: "Instinct" is one model from the 12 lines of this collection: the elegant style of this boyish pinstriped underwear is perfectly made to be combined with outerwear for the trendy masculine chic. The line includes a spaghetti strap top, sleeveless top, bra with cups, thong, brief and boy-cut brief; but wear only the pinstripes comme des garcons!

Calida presents the pinstripes in the men's wear collection too.

fig.: The "Pure & Striped Trend" for him follows the trends in men's wear: granite in a solid or discreet stripe, the basic black and white are for the modern business look. The shirts, patterned briefs, new boxers are made of cotton/elastane/stretch single jersey.

fig.: "Jewel" is the name of this pinstriped night wear.

These pinstriped pieces express timeless and global fashion! And isn't infinity of time and space a characteristic of luxury?

The brand name Calida
In 1929 the brand name Calida was registered; 1941 the founders Max Kellenberger and Hans Joachim Palmers established Calida officially.



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