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Gallery-style lingerie shop exploits the art of sexuality
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A model for Sex &… flaunts the sexy
boutique’s assets. |
By Ken
Rivadeneira
As Art Basel mania sweeps over
Miami Beach
like a paisley Zamboni, some clever folks are taking advantage
of the moneyed art collectors and glitterati descending on
South
Florida.
Although
high-end retailers are nothing new to the Beach, one key element
that was curiously missing is now here. Sex &…, an über-extravagant
lingerie and fashion retailer, held its grand opening reception
on Nov. 30, luring some of the area’s big guns to buy studded
brassieres, corsets and bustiers to dress up their big
guns.
Owner Dominique
Meimoun says it’s a celebration of womanhood — women’s delicacy,
beauty and elegance. Perhaps that’s why this unassuming but
architecturally impressive business, discreetly located at 743
Washington Ave., is more reminiscent of a museum or an art
gallery than a racy undergarments outlet.
“The response
from the customers has been very positive, very exciting,”
Meimoun said during the reception. “This is the only shop of its
kind in the United States.” While this event marked the grand
launch of the new boutique, Sex &… has operated for nearly two
months, hosting private fashion shows for Miami’s elite, such as
one in mid-November celebrating the birthdays of Miami glam
girls Michelle Pooch, Loren Ridinger, Scarlett Brooks and Sara
Paolino. While the shop’s operators would not divulge sales
figures, Meimoun and his staff insisted initial demand has been
strong. Plans for another location in Las Vegas are under way.
The
invitation-only opening reception celebrated this success with
full wine and champagne service, gourmet hors d’oeuvres and a
fashion show revealing the store’s wares — and, sometimes, the
models’ physical imperfections. Four models, ranging from dour
and lollipop-thin to happy and voluptuous, strutted through the
packed house, sometimes bumping into jubilant, tipsy attendees,
but always maintaining composure.
Wearing satin
slips and underwear, and elaborately laced corsets and bras, the
models were cannon fodder for a very critical and demanding
crowd that had imbibed a few too many glasses of bubbly. Some
guests laughed, with one particularly sassy woman, who appeared
to have undergone numerous botched plastic surgeries,
pointing at one girl’s backside and exclaiming, “I can’t believe
that’s a lingerie model. She has no ass!” In spite of the
drunken comments, the show achieved its purpose, as employees
readied to move merchandise. One clerk reported sales of more
than $3,000 in 15 minutes.
The grand
finale following the makeshift runway show was a Vegas-style
production with sexed-up dancers twirling, twisting and turning
while maneuvering chairs, canes and derby hats in ways that
those items were never meant to be handled — and living up to
the seductive image the establishment is after.
The store’s
provocative name, its bacchanalian opening party and its
corresponding tag line “Come for the first time” are clever and
enticing marketing tools, though somewhat misleading. This store
is light years from sleazy purveyors of flavored lubes and
edible panties — though it does have two stainless steel
vibrators for sale for $250 to $350. Quite the opposite: With
maximum security, sumptuous décor and a champagne and tea bar,
Sex &… is lingerie’s answer to Tiffany.
Behind two
guarded glass-and-steel automatic doors and a foyer lies the
inner sanctum, where the delicate merchandise is displayed in
recessed shadowboxes with soft lighting overhead, making the
sultry garments appear like an Art Basel installation. Only
women work as sales personnel, of course, dressing appropriately
in silk slips and mini dresses. But the intent is not to
titillate but rather to exhibit the store’s goods; men are
prohibited from entering the store without a female companion.
“This is a
place where a woman can come to buy something that will make her
feel good … feel beautiful and sexy regardless of anyone else,”
said Nadia, a sales attendant. “It’s not about pleasing anyone
but yourself.”
While perusing
the black and silver-toned showroom, wide-eyed
multimillionaires, or their wives or mistresses, may see
peignoir robes and mule slippers by luxury designer Sylvie Rost,
along with cuffs, whips and frilly eye patch — for those looking
to complete that “Captain Hook meets the Marquis de Sade and
Marie Antoinette for a ménage à trois” look. Speaking of the
decapitated queen, an entire line by Lala Rose is named after
her, with prices that anyone making less than seven figures
would lose their head for: An underwire bra from this designer
costs $2,050, with a pair of matching panties fetching the same
price. Outfits by Sarah Djeradi, whose inspirations include
Mariah Carey, Pamela Anderson and Sarah Jessica Parker, are also
available in that thousand-dollar-and-up price range.
This, of
course, is nickels and dimes if you live in a $16 million home
on Palm Island, or you’re jet-setting into Miami from your
winter home in Mustique to do a little shopping. Which is
exactly why Meimoun implemented another interesting policy in
his store: If you see it and you like it, you can buy it.
Anything in the shop is up for grabs, whether it’s the massive
Roberto Cavalli crystal chandelier in the front or one of the
plush velvet loveseats found throughout.
“If you’re
trying something on and decide that the chandelier would look
good in your house, we just ask Dominique for a quote,” Nadia
said.
In addition to
lingerie, Sex &… also offers regular designer dresses, gowns,
jewelry and luxury gifts, which flew off the shelves during the
opening party. And while the evening appeared to be relatively
prosperous, not everyone came to shop.
“I just came
for the party,” said Martin, an Argentine hedge fund-investing
guest. “It’s a good party.” |
