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.

By Jonathan Berr Aug 7, 2013 8:14AM
Rococo Dessous lingerie during Lingerie Fashion Week in New York City on August 2, 2013 (© Alberto Reyes/WENN.com)Some people are rich. Others are wealthy. But for a select group of people, money is so meaningless that they buy underwear made of gold.

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.

More on moneyNOW
Tags: GoldLTD
Aug 7, 2013 12:54PM

It's nice to be able to afford whatever one wants.  The wealthy truly live in a "different" world than their poorer relations.'

Must be heavy though.  It gives new meaning to cooper's droop.

Aug 7, 2013 2:57PM

jeeeee I wish I could afford it I would buy a set.



Aug 7, 2013 11:47AM
Pretty........ but a grubber just the same.... Could this be Ms Bambi?
Aug 7, 2013 3:29PM
Already stumped for a good idea, the designer went back to the well....
Aug 7, 2013 2:03PM

The mogul was shocked at the bills for his wife's clothing. "What's taking all this money for my wife's clothes?" he asked his accountant.


"It's her shorts," the accountant replied. "She's taking it in the shorts."

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