8/7/2013 12:14 PM ET|
Hand-stitched golden lingerie takes underwear ultra
In case you're stumped for what to buy the 1-percenter who has everything, prices run from $1,500 to $6,000.
Rococo Dessous has recently introduced a collection of hand-stitched, made-to-order lingerie created with what the company describes as a "patented 24 karat gold thread from Switzerland." Prices start at $1,500 a set and top off at $6,000. The three lingerie and two sleepwear styles were unveiled recently at Lingerie Fashion Week.
The idea to put gold on a garment that few people will see came to Sascha Hertli, the company's CEO, during a trip to Qatar, where he was taken with the "high appreciation for gold" in the Arab world.
"They love to wear jewelry and also invest directly in gold," he wrote in an email to MSN Money. "Fashion was one of the domains where they could not express their desire for gold yet, unlike fine jewelry. That's where the idea of combining gold and fashion originated."
Hertli moved to the U.S. and attended Columbia Business School and teamed up with former Victoria's Secret designer Breanna Lee. Her inspiration for the collection came from the history of gold in fashion from Cleopatra to Tsarina Alexandra.
Precious gems have been added to intimate apparel before. A bra with 500 carats of diamonds that was molded out of 18-karat gold was put on sale for $1 million last year. Victoria's Secret, which is owned by L Brands (LTD), created a $2.5 million Fantasy Treasure Bra covered in yellow diamonds and pearls.
At least the Rococo Dessous offerings are wearable.
Jonathan Berr does not own shares of the listed stocks. Follow him on Twitter @jdberr.
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