What the hell? Is comfy sleepwear purveyor Carole Hochman making the ol’ switcheroo to HSN from QVC? Or is it a bit more complicated than that?
This week HSN announced it is partnering with designer Hochman, a veteran QVC vendor, and her company Comfortably You LLC to launch an exclusive sleepwear, lounge wear and intimates lifestyle collection on the No. 2 home shopping network on Jan. 26.
“Women today are looking for clothing that fits their lifestyles, yet provides a superior level of comfort,” Hochman, CEO and chief creative officer of Naked and CEO of Comfortably You, said in a canned statement.
“Our new collection offers women unmatched comfort and style with unique details, on-trend colors, and modern prints that set these pieces apart from the ordinary and expected. I’m thrilled to be partnering with HSN on the Comfortably You brand and in bringing consumers the choices, variety, and elevated sleepwear experience they desire with the comfort they deserve.”
Hochman’s company is a unit of Naked Brand Group Inc. According to HSN’s press release, Hochman left as chief creative officer of her eponymous firm Carole Hochman Design Group in 2013, so it appears to us that her old company is providing product for QVC, under her name.
But it’s the new company that she joined in 2014, Naked, that is working with HSN.
QVC.com still has a bio of Hochman.
Having spent years pioneering new directions in lingerie and sleepwear, Carole has mastered the art of anticipating trends and identifying opportunities in the market. As president and director of the Carole Hochman Design Group, she not only produces her own collection, but also fashions sleepwear lines for other esteemed brands.
Carole’s start in lingerie was by accident. While studying fashion design at Drexel University in Philadelphia, PA, she landed a job at Bergdorf Goodman. After learning the business, she went on to design her first sleepwear collection for Bonwit Teller. Later, Carole worked at a small, New York-based intimate apparel design firm, which was eventually renamed Carole Hochman Designs.
When the economy took a downward turn in the late 1980s, Carole seized the opportunity to create affordable, comfy-chic loungewear instead of high-end lingerie. Fifteen years later, Carole was known for her soft-cotton knitwear, and she began designing collections for several major fashion houses. She also made her debut on QVC and has enjoyed great success on the channel ever since.
Carole currently lives in Manhattan and loves spending time with her two children and four grandchildren.
The debut of HSN’s Comfortably You collection will feature eight sleepwear and casual wear styles including a robe set, night gown and T-shirt, and separates including a bralette, yoga pants and a jacket.
The line will feature a proprietary “caressa” fabric to “provide the ultimate soft feeling with easy garment care that drapes beautifully around any silhouette,” according to HSN’s press release.
“With over 30 years of design experience, Carole’s expertise within this category will lend itself well to our customers, who value and trust the knowledge of established industry leaders,” said Vanessa Dusold, HSN senior vice president of merchandising, apparel and accessories. “We’re pleased to introduce our customers to this exclusive new line of sleepwear, lounge wear and intimates.”