Martha Colon: Lingerie Meant To Be Seen
Yvette N. Coleman

Tell us a little bit about your collection.

We have four different collections: Martin Cash (risqué lingerie)- - imagine the strip in Las Vegas. This is the lingerie you’d wear for that scene! Sexy, edgy, naughty, daring. This woman is a risk taker and an exhibitionist.

Madame Camellia (bridal, resort wear, and accessories): The name was derived from the character Madame Camellia, a very sexy, yet sophisticated and mature woman. She has a carefree and ‘living life to the fullest’ approach to life. Her clothing takes comfort and style into consideration.

Maskara Coterie (a series of silk screened prints): this is the name of a top hat wearing vixen by the name of Maskara created by Martha Colon. She is mysteriously enchanting. A traveling showgirl in Paris, her style is very colorful and fun.

Martha C. (custom, costumes & one of kind exclusives): named after the founder/designer. This is her personal collection showcasing her creativity and skills.

How did you get started in the lingerie fashion industry?

My background is in textile design for the home furnishings industry. I became very frustrated by not being able to express myself in my work. After losing my job in July of 2001, I decided to start my own business (crazy idea because I had no capital to start this venture). After running in to a boutique in University place in NYC by the name of La Petite Coquette its window display became my inspiration to become a lingerie designer although I had no formal training in the industry. I took a chance and with the blessings of my teen-age daughter that encouraged me to follow my dreams I started a lingerie company three years later.

How does your line position itself amongst the powerhouses?

We cater to the upscale erotic niche market. Our products are theatrical more for showcase - - to be seen openly and not to hide like regular lingerie. For the most part we cater to the entertainer the performer the artist. We also offer our customers custom fitting and designing.

What was your inspiration for your spring 2006 collection?

My inspiration for this line is the sophistication of past times, the European Cabaret tradition. The delicate, extravagant and feminine looks. I called this collection Madame Camellia and it’s my latest collection.

Where can your collection are purchased?

The collection can be purchased at our showroom and retail locations in the lower east side of NYC: 72 Orchard St., La Petite Coquette, NYC; Patricia Fields, NYC; Victoria Secret’s (sexy little things division); Oh’ Lingerie in Atlanta Georgia; Oh Baby, Portland Oregon; Mahna Mahna, Japan; and Luxe Lingerie in Beverly Hills, Ca.

What do you think are the biggest trends right now?

I think the vintage look is very in, the innocent girl look but also the bad girl.

What trends are you seriously tired of?

The peasant, gipsy look I’m really tired of.

What trends do you expect will be big next season?

I think we will continue with the vintage looks, the very feminine, delicate looks.

How do lingerie brands bring awareness to their collection?

The most known lingerie collections are those that have been around for a while they have large budgets for marketing and they can afford to advertise. I don’t know of the other lingerie companies that you are also focusing on but in my case I’m a new company still struggling I don’t have the budget to advertise I rely on my good luck and in participating in trade shows like Lingerie Americas that bring awareness to the brand.

How long have you been a part of Lingerie Americas (LA)?

This is our second, successful year participating.

Is it necessary for lingerie designers to take part in trade shows such as LA?

The first reason is awareness to the brand - - LA, and all large trade shows are a perfect opportunity to a company to meet buyers, showcase new collections, and see what their competitors are offering on an up close and personal basis. This is very important not only for possible accounts but also for us to meet the press like yourself.

What's next for YOUR COLLECTION?

Bathing suits and resort wear is what I will be focusing on next.

Any words of advice or wisdom for someone trying to break into your profession or do what you do on a daily basis?

Persistence, love of what you do, and faith.