In 1979, the store shifted entirely to lingerie and expanded to take over the entire block. The bright pink store always catches the eye as you pass by, as do the scantily clad models. As demand grew for their one-of-a-kind bras and garter belts, Hollywood took notice. Playboy began shooting lingerie for use in their magazines; just like stylists for music videos. “At the time, there was still a [huge] music scene in Los Angeles,” says Shrier. “We first started doing stuff for Cyndi Lauper. But when Madonna came on the scene, we started doing beaded lace corsets and bras; Madonna was so tall it was like a new cottage industry for us. Everyone wanted to be like Madonna.
Over the years, Trashy Lingerie has since dressed stars like Katy Perry, Stevie Nicks, Ariana Grande and even Claudia Schiffer for its famous Guess commercials (back then, Guess was selling more of a lifestyle than its own products, says Shrier .) now they employ six in-house sewers, as well as two hand sewers, a dyer, and two full-time designers. They sell a mix of ready-to-wear and bespoke lingerie. Customers can walk in, get outfitted with one of their pre-existing designs, and then customize fabrics and colors. Or, they can buy pre-made pieces, like marabou-trimmed dresses or chainmail bras.