UNIVERSAL CITY, Calif.—To mark their new sales and distribution partnership, XGen Products and Seven ’til Midnight hosted an invitation-only launch party Sunday at the Hard Rock Café during the kickoff for the AVN Novelty Expo.
Models showed off the lingerie and costume items from the relatively new company, which is making its foray into the adult world after building a name for itself in mainstream.
Seven ’til Midnight is the brainchild of sister designers Vinh and May Luong. Vinh started the parent company, Carrie Amber, in 2000 and the sisters created the Seven ’til Midnight label in 2007 to design lingerie, panties and costumes that offered a sexy and chic, yet durable, alternative to “dressing up.”
“We really pay attention to fit and fabric,” Vinh Luong told AVN during the launch party. “We are really kind of meticulous about that. And when XGen approached us we thought it was a good opportunity to use their 25 years of knowledge and experience to branch into this market.”
Andy Green, vice president of XGen Products, said when the company started looking for a lingerie line to distribute, research told them Seven ’til Midnight would be the best fit.
“Since they have been dealing with mainstream for years, we knew the quality was there,” he says.
Seven ’til Midnight items are affordably priced (between $10 and $15 for each item), and the partnership allows for store owners to choose from three separate lines to fit their budgetary needs. Several costumes are two-in-one sets (the “Healer of Heartbreak” is reversible to feature a Sexy Maid costume), and a plus-sized line, called Baby Got Curves, is also available.
The pieces feature great attention to detail, and sexy extras like embroidery, ribbon lacing and more.
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XGen Products will be displaying the Seven ’til Midnight line in booth 714 at the AVN Novelty Expo, which runs today through Wednesday at the Sheraton Universal and Hilton Los Angeles hotels in Universal City, Calif.
