Malicious Designs
Sheana Hinesley is planning to take over the lingerie world, one panty at a time
By Mengly Taing
Published: June 9th, 2007 | 9:14am
There are numerous stories circulating around town about what Sheana Hinesley was really doing before she became a designer. The most widely held account claims the auburn-haired beauty was working in a traveling circus prior to founding the playful lingerie line, Malicious Designs. But the true story is contrary to wide belief.
Hinesley, who was born in New York, actually grew up on a 2,000-acre ranch in Edgemont, South Dakota, a community with a population of less than 1,000. Her parents relocated their family there when she was 13. Growing up in the Midwest isn't exactly any teenager's idea of excitement, and Hinesley, who made her own clothes and read Sassy magazine to escape the monotony of her small town, was not any different. After graduating from high school, she moved to New York and then to Chicago, to study fashion, leaving her past somewhat behind.
In 2001, without any business experience and with a loan from her parents, she dropped out of fashion school to start her business. She moved to Brooklyn and was still working full-time when she began carrying her goods from store to store, telling mock stories of a previous life as a carnie just to get her foot through the door. As her popularity grew, she began attending trade shows and making trips to Europe, learning more about the business each step of the way. Today, after six years in the industry, Hinesley has become wiser and her retro-inspired designs can be found all over the world, in boutiques from France to Saudi Arabia to Japan, as well as throughout the United States.
"Sewing has always been something I enjoy and making things makes me happy," said Hinesley, who received her first sewing machine from her mother shortly after moving to Edgemont. "I started tearing clothes apart and hand-sewing them back together when I was 11. I ripped stuff apart to try to find out how they were made."
She cites vintage Frederick's of Hollywood catalogs from the 1950s as a great source of inspiration for her hand-made designs, which channel classic pin-up girl glamour without being outdated or salaciously camp.
Her Spring 2007 collection is notable because it is the first she has produced since moving to Los Angeles last fall. Not surprisingly, the 25-piece selection is a burst of color composed mainly of pieces made with lightweight cotton, mesh, and silk. Among this season's assortment of her line's enduring staple, the baby doll, Hinesley's favorite piece is a flirty orange number trimmed with contrasting pink lace and silver ruffles. Also available is a matching panty.
"It definitely cleaned my palette," Hinesley said of her decision to move to Los Angeles. "Any drastic move as a designer will definitely show in your designs."
Hinesley said her move to California was just part of her plan to take her company to the next step. Later this month, she will be opening an online boutique via her Web site, which will feature more selections, as well as a limited edition item of the month. She is also launching a panty subscription program for devotees, who can sign up to receive a limited edition panty in their mail once a month for an entire year. Her plans to open up her own boutique in Los Angeles someday is also further proof that Hinesley's life and career have changed significantly since her days on the ranch.
When she retuned to her hometown last month with her boyfriend to attend her sister's high school graduation, she was surprised to see not much had changed in Edgemont - at least not the people or the fact that getting a connection for her mobile phone was still nearly impossible. What did change was Hinesley, herself, whose own opinion of the place she once dreaded has grown fonder over time.
"I hated growing up there," Hinesley said. "But right now, at 26, my appreciation for that time is different. I think sometimes you take people for granted. You learn to appreciate people over time."
It seems a change of scenery can really do a person good.
Sheana Hinesley's panties retail for $22 to $50, her dresses and slips retail for $60 to $200, and her matching bra and panty sets retail for $120. For more information about Malicious Designs and Hinesley's online boutique, visit maliciousdesigns.com.
Issue #35
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