At Actor Gallery, Palmers to Peddle Panties

Since the collapse of the Soviet Union allowed Western designers and brands to market their wares in Russia, Moscow fashionistas have lost little time racing to catch up with their European counterparts, and local wardrobes now easily rival their stylish Italian or French counterparts. Having caught up with the rest of Europe in terms of outerwear, Muscovites can now enjoy the opportunity to make sure they look just as good underneath -- with the opening of the city's first Palmers lingerie shop.

Lingerie has been a craze over the past few years in Western Europe and the United States, with shops ranging from the less pricey Knickerbox to the more upmarket Janet Reger. Many designer shops in Moscow offer luxury underwear at very high prices, but Palmers is a good bet for patrons looking for a compromise between the low-cost granny pants sold in metro underpasses and the haute couture undergarments that will set them back $100 for a shockingly small, if well cut, snippet of material.

Founded in 1914, Palmers is the largest franchise and textile group in Austria. With 1,860 employees in Austria alone, the manufacturer's products are sold in more than 300 shops worldwide. In 1997, its total volume of sales was $2.5 billion. The small Moscow outlet, located on the ground floor of Pushkin Square's Actor Gallery, offers the same range of garments as its European counterparts -- with a men's collection that includes 100 percent cotton pajamas, silk bathrobes, boxer shorts, undershirts and undershorts; and a women's collection featuring a full range of panties, bras, suspenders and camisoles. Palmers Moscow also stocks the full line of Palmers' swimwear for both sexes.

While not outrageous, neither are the prices street-vendor low at Palmers'. Palmers Moscow offers a pair of men's cotton boxer shorts for 1,050 rubles ($33), while a men's silk bathrobe costs 4,620 rubles and a woman's silk slip 4,170 rubles.

For the woman who likes to pamper herself, Palmers offers the pretty crimson silk Hot Lips camisole, which sells for 3,180 rubles. Other popular items for female shoppers might include the stretch lace Evita underwire bra, the lacy Fleur Push-up bra in white, the soft sheen Diabolo underwire bra in bronze and just about every item offered as part of the silky-smooth Soft Skin line.

In addition to underwear, Palmers also offers a range of socks and tights. Shoppers might be interested to know that just getting dressed in some versions of the latter at Palmers could be good for their health, as Palmers recently developed a new line of stockings that react to body heat to release vitamins A, B and C into the skin.

While the revolutionary hosiery has yet to become a hit with customers, according to the sales staff at Palmers Moscow, the men's 90 percent Polyamid-Tactel Elastan Titan underwear and the majority of the items of the men's Success line -- which uses 'breathable' materials and lively colors and can also be worn as outerwear -- have been very popular with customers since last week's opening.

While Palmers is known for its sexy advertising campaigns, which include a recent series of traffic-stopping billboards featuring several nearly-nude women lying on a bed (above), most of its women's lingerie line tends more toward the subtly than the outrageously sexy. Those in the market for something a bit more garish might like the gold leopard skin hot pants or swimsuit on offer for 1,470 rubles and 2,700 rubles, respectively.

Palmers is located on the first floor of the Actor Gallery, 16 Tverskaya Ulitsa, Bldg. 2. Metro Pushkinskaya. Tel. 937-5396.