STYLE FILES: Thigh-high luxury

by Rachel Pugh
Weekender General Manager
Times Leader Director of Community Relations

With a background in fine arts and business experience, Vienne Cheung of Waltham, Mass., has worked in product management roles to launch a variety of products. And then she had the idea to launch her own. On Tuesday, Nov. 1, that’s just what she did.

VienneMilano.com offers high-end thigh highs for the woman who wants luxurious hosiery. Learn how this business came to fruition and exactly what you can expect when you begin your shopping experience.

WEEKENDER: What made you want to launch VienneMilano?

CHEUNG: Working in corporate America, I felt that it was very limiting in terms of fashion. For me, fashion is a form of self expression. It’s a way to make a statement about who you are — and this can be hard to achieve in business attire. Instead, I found hosiery, particularly thigh highs, to be a solution. I really believe that an outfit can “pop” when paired up with the right hosiery. Thigh highs can smooth a woman’s legs, and they are more comfortable and sanitary than pantyhose. I also feel that when a woman is wearing thigh highs, it’s like that little secret that she can choose to hide or share with the rest of the world. To sum it all up, thigh highs are a lot of fun.

However, the problem is I found it challenging to find thigh highs in the U.S. I often imported my own hosiery from abroad. That’s when I realized I can’t possibly be the only woman who appreciates nice hosiery and is challenged by the lack of selection in the U.S. ... that’s really how it all began.

WEEKENDER: What can people expect when visiting your online store?

CHEUNG: One of the major concepts that we are introducing with VienneMilano is the idea that you can wear thigh highs for every occasion (work, party, play and love). To illustrate this point, consumers will find our models wearing thigh highs in various outfits. Secondly, since we are launching VienneMilano in the fall/winter time, visitors will be able to find a selection of thigh highs that are more appropriate for the cooler-weathered days. There’s also a “learn” section to help women understand what thigh highs are about and the proper way to care for them.

WEEKENDER: What materials do you use for your stockings?

CHEUNG: We are using materials such as silk, wool, Lycra, and polyester. All of our bands are made using silicone, which makes it super comfortable. Our customers won’t need to wear complicated garter belts.

WEEKENDER: What are your price ranges?

CHEUNG: My price ranges from $39.99 to $69.99. As a premium product, we felt that this is the right price range as we offer high quality. At the same time, we are priced a little bit lower than our direct competitor.

WEEKENDER: What makes your thigh highs different from other brands?

CHEUNG: Well, to start, our brand positioning is that VienneMilano reveals the style and confidence of a woman who knows how to be elegant, playful and sexy in every occasion. We believe that in order for a woman to “reveal” anything about herself, they have to have style and confidence first. At the same time, our positioning also acts as an aspiration to women who want to be more confident and stylish. Therefore, unlike other hosiery brands, you will see the entire full-figured model (not just a pair of legs) to show that the woman who’s wearing VienneMilano is someone who is elegant, playful and sexy.

WEEKENDER: What is one thing you want the world to know about VienneMilano?

CHEUNG: Hosiery is something that allows a woman to make a statement about herself all year round. Another feedback that I often hear is that there are actually some women who are not familiar with thigh highs. Some women were also concerned with the fact that they are either too short or tall to wear thigh highs as this was a problem they faced with pantyhose. My advice: Try it out, and see how you like it! So far, the women of all sizes who we’ve provided samples to have converted already. They have started telling all of their friends about how much they love our thigh highs as it made their legs look flawless. They felt great wearing VienneMilano, and they also raved about some of our products’ fancy band. As for the height concern, well, I’m someone who wears 6-inch heels because I’m a short girl. Thigh highs work for me!

And last, but certainly not least, I would like the world to know that VienneMilano was mainly started by a woman who loves fashion and had a dream. Since I was a kid, I wanted to be in the fashion industry. And although I’ve taken a roundabout way of getting there, I am slowly making my way there.

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