Honeydew Intimates consists of sexy, soft, and unique intimate apparel that appeals to a wide range of women. The colors and styles are fun and flirty, just what every woman needs! I interviewed Benny Zafrani, who is responsible for the creative direction of the label.
What made you decide to create designs for intimate apparel? How did Honeydew come to be?
My father, Motty Zafrani, started a company that manufactured intimate apparel for different labels. After I joined the company, I began to seriously think about the future and how we already had everything in place to produce our very own brand. I then carefully studied what was already in the market and found that there was a serious need for more fashion-forward lingerie at more accessible prices.
How long has Honeydew been around?
Honeydew Intimates was launched in 2002.
Who is your demographic, what age, etc.?
Our target demographics are young women from their early teens all the way to women in their 40s. They’re from a broad range of socio-economic backgrounds who want something a little more glamorous in their intimate apparel.
Your designs are colorful and extremely feminine. What fabrics do you use?
One of our main objectives for the line is comfort. We use the finest fabrics with the softest hand, from microfibers and modal to cotton, rayon and lace trims.
What determines how you will create a collection?
When creating a collection we first consider what the brand is all about-color, fun, a touch flirty, and ultimately fashionable. From there we go through fabric choices, prints, details and colors that we see are the season’s leading trends.
How would you say Honeydew compares to some of the other intimate apparel?
With all due respect, there’s no other line like Honeydew Intimates. It’s very specific in its
looks and price points. We’re the go-to brand for women who want to project a certain innocent sexiness, a confident sense of style, all at prices that give them more fashion for their buck.
Who makes up the design team, andtell me a little about your/their background.
I’m responsible for the creative direction of the brand. I earned a business degree from Cal State and have been in this business for nearly two decades. I work on many different aspects of the brand to ensure that the entire company is on the same page to achieve ourcommon goals. The design team and I also benefit from inputs we take from our customers and what’s going on in the fashion industry. Other members of my family, including my father, pitch in with his invaluable business experience and my two brothers Jim and Liron, who together ensure a smooth and trouble-free atmosphere and operations.
Highest high designing Honeydew?
Whether it’s seeing someone like Rebecca Romijn or Angelina Jolie wearing the line in a magazine spread or just knowing that customers are responding to the line brings a creative satisfaction that we always appreciate. To know that the collection we worked so hard on is being bought by women across the country is what we strive for.
Any lows?
There are no lows, simply challenges to be conquered and they only serve tomake my work always interesting.
What advice could you give to someone wanting to design lingerie?
Be bold and don’t be afraid to take chances. Learn to take criticism but believe in yourself. Laugh at your mistakes and learn from them.
Go into detail about your current collection. What’s in store for the next season?
Right now we have some fun sporty looks from striped cami and boxer brief sets, zig zag striped bralette and panty sets, Under the Sea boyshorts, featuring a soft, striped elastic band, along with panty and low-rise thong versions in sea horse, frog and shark prints; Sailboat & Anchor mesh panties with great coverage and matching bralettes; full coverage panties with a lace band and silk screen images printed on the back; Super “Dew”-per Low Rise Thong that hangs very low and made more comfortable with a supple softy wide lace band, available in ombre, animal, or neon leopard prints. As usual, we’re
showcasing a lavish range of colors: the Super “Dew”-per Low Rise comes in cream, black, dove, phantom, cross-dyed shades of bubble gum, banana and peppermint; fine mesh boyshorts are available in super pink and scuba blue; while other styles are available in turquoise, purple, raspberry, and polka dots. Next season we have some really exciting pieces, including a neon group, preppy and fabulous prints, some really beautiful jewel-toned pieces, and a hot Bridal-Dew group!
Where can our readers purchase Honeydew?
Honeydew Intimates is available nationwide from specialty boutiques to major department stores, such as Nordstrom, Bloomingdale’s, and Dillard’s, as well as on our website www.honeydewintimates.com.
Any last words?
The entire team behind Honeydew Intimates is proud of what we create every season. It’s that mix of ideas that generates the most inspiring work. We have an opportunity to work together towards a shared goal, and that is a privilege. From the beginning, we wanted to produce something women can enjoy wearing while ensuring that each item that has the Honeydew Intimates brand has an enduring appeal and hopefully continues to delight and surprise everyone.
Interviewed by Kaylene Peoples
