My first encounter with Forty Winks located in Cambridge Massachusetts was when I visited my son during his college tenure in Boston. I hadn’t met owners Meredith Amenkhienan or Rachel Wentworth at the time, but it was immediately clear that they had a lingerie retail gold mine at their fingertips. Positioned in Harvard Square, the store embraces all the cardinal rules upon which my own career was weaned: location, location, location. They have managed, very successfully to not only create a joyful shopping environment for their customers but also to interface that experience with a very dynamic e-commerce site. The balance of brick and mortar with online shopping supported by excellent social media content, has established Forty Winks as a 2022 paradigm of retail success. I love their lingerie vision, the Middle Layer Project, in which they focus on women doing everyday things wearing their “middle layer”.
Our clothing style represents us outwardly and we’ve all heard about inner beauty, but what about the layer in between? Few people get to see us in this fun, functional, and beautiful layer that we wear (almost) every day. It’s this middle layer that can make us feel strong, powerful, balanced, and beautiful regardless of who can see it.
So, it’s my pleasure to introduce their newest initiative, a collaboration with the Kilobrava brand whose own desire to foster inclusivity at a value is symbiotic with the Forty Winks attitude. Taking advantage of the artistic expertise of Kilobrava’s owner and design director Kristin Bear, they have created a one-of-a-kind digital print that captures the classic beauty of a New England Garden. This partnership will be front and center this week as Forty Winks launches their exclusive Botanical PJ set. Constructed in a silky satin with a modicum of stretch, this shorty pajama fits sizes S-3X.
Kilobrava X Forty Winks is not the store’s first collaboration but follows a private label strategy they began in 2021. The amazing success story of every one of these programs has set a course for the store’s future.