Archives 2009 2008 2007 2006 2005 2004 2003 2002 2001 2000 1999 1998 1997 1996 1995 Search Press Releases Print This Page Contact Media Services All Press Releases

Cotton Incorporated Press Release

488 Madison Avenue • New York, New York 10022-5702
Telephone (212) 413-8300 • Fax (212)413-8377 • http://www.CottonInc.com

Destination: Capri--Capri Pants Aren't Just For The Resort Set Anymore

New York – Women in search of a carefree, up-to-the-minute look for the warmer months are in luck this season: whimsical yet sophisticated capri pants are the "it" fashion statement right now.

"I always think of Audrey Hepburn in Sabrina with her ballet slippers," says Lenore Benson of the Fashion Group International archives in New York City, as she considers the history of the capri pant.

The silhouette's moniker originated from the chic Italian isle where they were first made popular in the late fifties and early sixties, but the look is really downright all-American. After all, Stockard Channing wore them in Grease and everyone's favorite first lady, Jackie Kennedy, was captured on film endless times in her crisp ankle-baring pants.

Angela Ahrendts, vice president of corporate merchandising and design at Liz Claiborne, explains the style's current popularity as part of the current fifties revival. "It started with the twinset and the bateau and the scarf--very Jackie O. It's a return to femininity after so many seasons of minimal, androgynous clothes.''

But not all looks from the fifties are guaranteed a comeback like the capri is having. So what’s makes this silhouette so special? Many claim that it’s the marriage of comfort with style.

Bridge sportswear designer Jenne Maag remarks, "They are more flattering than shorts and just as comfortable. The aging consumer likes them because they cover her knees and the younger girl likes them because they are a novelty. They have never seen them before." Maag likes them best in stretch cotton, adding, "Consumers will buy any fabric that looks good and is comfortable."

And according to the Cotton Incorporated Lifestyle Monitor™ (an ongoing study of consumer behavior and attitude regarding shopping, fashion and related topics), comfort is one area where they won’t compromise. Nearly two-thirds of Monitor respondents say that they will not sacrifice fashion for comfort. With a sharp pair of capri pants, they get both fashion and comfort—that can work for many different occasions.

Liz Claiborne feels so strongly about the capri that they have carried them for three seasons and will continue for fall. "We feel like these pants can be worn twenty-four-seven--for the weekends, for the office, for evening," says Ahrendts. "They are a great way to update your wardrobe for the season."

Anthony Torre, manager of a Club Monaco store in New York City, has this to say. "We are encouraging our employees to wear them on the floor so customers will know these are not just weekend pants," he says. Three out of the four best-selling capri styles at the store are in cotton (sateens, twills and prints) which Torre describes as dressy and very appropriate for the office. "You can dress them up or down," adds Torre, who says his 25- to 35-year-old customers pair them with button-down bracelet length sleeve blouses, hooded sweatshirts, bateau neck tops or ballet tanks.

As staying cool and comfortable is a major concern in the warmer months, many designers create capri pants in classic lightweight cotton fabrics. "We have sold them very well in everything from iridescent cotton, to cotton twill, seersucker, gingham and silk shantung," says contemporary designer Stephen DiGeronimo.

"I think capris work best in cotton stretch," says Ahrendts of Claiborne. "You want a snug fit to get the right look and a great comfort level." The Cotton Incorporated Lifestyle MonitorTM shows that 76% of consumers are devout natural fiber purchasers, willing to pay more for cottons, silks and wools.

And if comfort is what the customer is getting, then the fact that they are the pants of the moment is just the added bonus. "We are selling them to 15-year-olds and 55-year-olds," says Sharon Ricketts, manager of The Limited at the Oxford Valley Mall in suburban Philadelphia. "I think they are so hot right now because they are in all the magazines and because they are comfortable and flattering," she adds.

Says Susan Lazar of the pants du jour, "There is a coquettish elegance to them that makes them timeless." Just like Audrey Hepburn.