Pretty Polly, the…

Pretty Polly, the Sara Lee-owned hosiery brand, is launching a contemporary stocking design that does not require a suspender belt. Called Link Up, it is expected to be Pretty Polly’s major launch for this year. The product, to be launched next month, consists of a pair of briefs with a loop on either side and a pair of ‘legs’ with hooks to link them together. An advertising and PR campaign will promote the launch. Pretty Polly’s advertising is created by Miles Calcraft Briginshaw Duffy. Link Up is aimed primarily at 18- to 25-year-old women, but it is hoped that it will have a wider appeal. The range costs £10 for a set and will be available in department stores and through lingerie and hosiery websites. Pretty Polly group brands manager Gail Newport says the range aims to update the traditional idea of stockings and suspenders and to attract consumers who are put off suspender belts by the awkward clips and buckles.

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