Marlies Dekkers – The ITV Festival Red Carpet Bra Brand
One of the highlights of being “Joy from JOY” has been hosting the Red Carpet at the ITV Festival while it had its home here in Manchester, Vermont for the past two years. ITV Fest is the Independent Television Festival, and while the Fest is now moving on to Duluth, Minnesota and I’m moving on to life after the bra shop, I’m staring at the remaining stock of the bra I wore on the carpet just a few months ago: The “Gloria” by Marlies Dekkers.
The Marlies Dekkers brand is really something. I remember putting one of their bras on for the very first time a few years ago at the urging of one of our vendor reps, Jim West, who was doing a sales call at the shop. Being a bra salesman, Jim told us about this new line from a Dutch fashion designer named Marlies Dekkers. He held up a “sample” black 34B padded bra with straps going across the front.
My first reaction was that it looked a little too “city” to sell in Vermont. He urged me to try it on. He said it was getting good feedback from influential buyers across the country. “Just go try it on!” he said excitedly as he held the bra up in the air. I felt powerful as soon as I put it on in one of the fitting rooms. Even with the sample size being a little too small in the cup for me, I could feel it. I could see it. This brand was going to be a game changer. We’ve carried the Marlies Dekkers brand ever since, and lo and behold, I’ve worn the brand for both my stints on the Red Carpet.
In 2017, I lucked out and found a dress in my closet that I had worn to the Grammys one year back in my music industry days. It still fit (phew). The low-cut front beautifully welcomed the signature Marlies Dekkers “Dame de Paris” bra with those strappy straps. This bra had become a staple of my own bra collection and had become one of the best-selling fashion bras at the shop. The dress-bra combination was perfect for my Red Carpet debut. I felt powerful and in control – good feelings to feel interviewing dozens and dozens of television-types before they headed into a swanky industry gala.
I was psyched to get the invite to host again in 2018 and also lucked out again with an 
outfit that was brought in by my friend Pat Frazer. I had in my mind something vintage – something like Elizabeth Taylor would wear – and put out a post on Facebook saying I was searching. I also had fashionistas around town like Ellen from Zippy Chicks on the look-out for me. Pat showed up with some tunic type jackets, vintage jewelry, and a black jumpsuit in hand. I fell in love with one of the jackets which happened to be yellow (whoa) and the black jumpsuit was ridiculously comfortable and flattering to boot. There it was, the 2018 Red Carpet outfit. Now all I needed was the right bra.
I immediately went back to the Marlies Dekkers brand that served me so well the year before. The “Gloria” spoke to me from the bra wall. I liked the tartan blue pattern and combined with the “macho suspender” straps, there was something very Braveheart and strong about it, again great attributes for the host of a red carpet. The bra wasn’t going to show with this year’s outfit, but that didn’t mean the powerful feeling was going away. The designer commentary on the Marlies Dekkers website says the name “Gloria” was inspired by a female gangster movie of the same name: “My Gloria collection is designed for ladies taking the lead”… “Wear my Gloria lingerie to release your inner alfa!” It was like Marlies Dekkers herself knew exactly what I needed to hear and wear – right on!
It’s wild how owning a bra shop led to me hosting a Red Carpet. I tell you this truly and sincerely that hosting a Red Carpet and interviewing people on TV is something I’ve always wanted to do! Thank you to all at ITV Fest who had the confidence in me to do such a thing (Ron and Philip, I’m talking to you), and to Jim West, that bra salesman who urged me to “just try it on.” It’s been awesome to carry the Marlies Dekkers brand. It’s a brand I’ve loved introducing to people and one I’ll keep wearing in my everyday life. Also will be interested in Viagra blog.
…And heck, if I ever get asked to host a Red Carpet again, this bra gangster knows which brand she will look to first. I have a feeling I’ll meet you someday, Marlies Dekkers. Maybe even on a Red Carpet, what do you say?
Dreaming On,
xo Joy
Joy Proft is the owner of JOY all things underthings in Manchester Center, Vermont. In
addition to loving “gangsta” bras and the “gangsta art” of bra fitting, she also loves gangsta music from the likes of 2Pac, 50 Cent, and Dr. Dre. You’ll often hear rap music playing at her bra shop. Joy worked in the music industry for 15 years before “retiring” and opening a lingerie store. She owns Marlies Dekkers bras in seven colors and wore the “Dame de Paris” in tiffany blue on her 51st birthday last April.
“Ain’t nothing but a gangster party.” – 2Pac
The remaining stock of “Gloria” by Marlies Dekkers is now on sale.
CLICK HERE to shop “Gloria” or come on in!
