Eberjey Launches Affordable Line for Ann Taylor

By the end of January, Eberjey will launch a new and inexpensive line of lingerie exclusively at Ann Taylor stores and anntaylor.com called Bluebird by Eberjey. Sensing a need in the marketplace for quality and affordable intimates, the company decided to create the new line, which will include bralets, camisoles and panties that cost about half the price of traditional Eberjey products.

“We saw a need at the specialty store level for a line of everyday panties that are cute yet reasonably priced,” said co-founder and president of Eberjey, Mariela Rovito, in a press release. “The bluebird girl cares about her underpinnings, but doesn’t want to spend too much. She’s somewhat bored with the options available to her and is looking for panties that will liven up her lingerie drawer.” Ali Mejia, creative director and co-founder of Eberjey added: “While fit is still the number one priority, comfort and cuteness are tied for second.”

The initial launch will be comprised of three groupings: Amaya, which is set in featherweight mesh and lace ($16 to $28); Sienna, made of powernet and meant for everyday wear ($18 to $16); and Isabella, made of delicate galloon lace ($16 to $36).

Check out a few of the images that Eberjey released early on its Facebook page!