Sassybax shapewear creator now inventor-entrepreneur
19 Jul '07
3 min read
Sassybax's new shapers are the latest example of fashion innovations that combine complex technology with creative flair to form big business.
Intimate apparel alone is a $9.6 billion industry and growing, especially since shapewear gained renewed acceptance in women's everyday wardrobes.
Kennedy admits that her creations are the result of moments of vanity and decades of a healthy interest in fashion. Her solution-driven designs appear to have also struck a chord with other women well beyond their 20s and with major retailers that carry her line.
Some of her notable following includes style experts like Bobbi Brown, Lloyd Boston and Stacy London, and celebrity icons Tyra Banks, Catherine Zeta-Jones and Keira Knightley.
A year after she launched the Sassybax back-smoothing bra line in 2004, Kennedy appeared in a feature spread in Entrepreneur magazine's "Be Your Own Boss" issue. Since then, her products have appeared in Time, InStyle and O, The Oprah Magazine and on NBC's show.
However, the fact that her first U.S. patent is proving to be a commercial success gives Kennedy the greatest thrill to date. "You never know when that 'ah-ha' moment is going to strike, but the key is to recognize it and try to make something tangible out of it."
marketing@alchempro.com
