Target and H&M have an unlikely new contender in the mass market/designer collaboration arena: Playboy.
The nudie mag has tapped Cushnie et Ochs to design a limited edition leather bra–the first in what will be a series of designer collaborations of luxurious items for the brand to be sold on the newly relaunched PlayboyStore.com. As for the price? Get ready for some sticker shock: Cushnie et Ochs’s leather bra will go for $695.
“Playboy has always loved strong women and having Cushnie et Ochs, these amazing female designers, interpret our brand has produced something so decadent and beautiful,” Kristin Patrick, Chief Marketing Officer of Playboy, said.
And, of course, it’s exposes Cushnie et Ochs, a relatively new label, to a whole new market.
“Partnering with Playboy presented an opportunity for us to channel Cushnie et Ochs’s seductive, feminine aesthetic with Playboy‘s signature playful sensuality,” said design duo Michelle Ochs and Carly Cushnie in a press release.
Speaking to WWD, Cushnie added, “Playboy is such a quintessential brand. They told us where they’re heading and the sort of people they had been working with, like [director and curator of MADE] Jenne Lombardo and [art curator] Neville Wakefield, and we thought we could do something really cool and edgy and special.”
Back in August, Page Six reported that Playboy had hired Lombardo and Wakefield as consultants on special projects, in an attempt to reposition the mass market brand into a more upscale one.
So far it seems like they’re on the right track.