From the moment Honeydew Intimates was launched in 2002, its leadership in the intimate apparel market was firmly secured by its distinct blend of comfort, quality, inimitable style and affordability. Conceived out of a family-owned and operated intimate apparel manufacturing company, Honeydew Intimates is the brainchild of creative director Benny Zafrani who envisioned a brand that embodied all the complex necessities of fashion and undergarments in modern lifestyles. Honeydew Intimates was among the pioneering labels to challenge the conventional notion that intimate apparel had to be plain. It infused its pieces with an effervescent sense of fun and fashion – vibrant colors and whimsical prints, dynamic designs of square cut boy shorts and frilly rumbas – all the while providing comfort through fine quality fabrics and accessibility through reasonable pricing. It’s sexy while remaining wholesome, playful while being classic. It didn’t seek to conform to the traditions of only being either expensive or boring, answering instead the needs of modern women everywhere and ultimately making intimate apparel that they enjoyed wearing. Virtually overnight fashion’s most discriminating experts, Hollywood’s biggest stars and women of all ages and from all walks of life were captivated.
A significant part of the success of Honeydew Intimates is due to the family at the heart of the company infrastructure based in Los Angeles. Alongside Benny, the Zafranis comprise decades of combined industry experience and together work as a cohesive unit behind the scenes – father Motty who founded the manufacturing firm, mother Riki who is also a jewelry designer and provides critical input, along with brothers Jim, Liron and a few other family members – all engaging each other with different ideas and striving for excellence in building Honeydew Intimates as an enduring lifestyle brand. Today, Honeydew Intimates counts among its devoted fans celebrities including Angelina Jolie, Drew Barrymore, Jessica Simpson, Nicole Richie, Halle Berry and Paris Hilton. Bestselling pieces from the line have been featured in major fashion magazines including InStyle, Lucky, Cosmopolitan, Vanity Fair, People Style Watch, Redbook, Fitness, Shape, Star, US Weekly, Life & Style and many others. The collection continues to grow in sales and is currently sold out of 2,200 doors, from specialty boutiques to major department stores nationwide including Nordstroms, Bloomingdales, Dillards and Macys South as well as internationally.