For Cham’s latest launch, designer Christy Cham traded the usual fashion dinner for something a lot more revealing.

On Friday night, the brand took over one of the Sunset Strip’s storied addresses, celebrating its intimates launch with a late-night party at the Body Shop in West Hollywood.

The space opened in the 1940s as a burlesque club before evolving into a strip club — and was later immortalized in Mötley Crüe’s 1987 hit “Girls, Girls, Girls.” Cham, who grew up in Los Angeles, said the venue has long felt like an institution. She wanted to do something distinctly different from the hotel restaurant dinners that have become a familiar format for fashion events, she added.

The party played into the brand’s body-conscious approach to dressing. Cham’s background is in costume design, including work as an assistant costume designer to Jacqueline West on Denis Villeneuve’s “Dune” and Martin Scorsese’s “Killers of the Flower Moon.” For her label, she developed the brand’s signature stretch fabric around the idea of tights and the way they hold, cinch and lift the body.

Throughout the night, the club’s dancers performed in Cham looks layered over pieces from the brand’s intimates line, teasing what’s next: a collection of thongs. The new styles are cut from Cham’s signature fabric, which is handmade in the south of France from polyamide and elastane, with the garments produced in L.A. and offered in black, brown, powder pink, cherry red and neutral colorways.

The launch follows Cham’s recent expansion into knits, as well as customizable charms, with motifs ranging from an evil eye and hot pink Porsche to a bedazzled dragonfly and birthstones.

Guests including Jasmine Tookes, Omar Apollo, Leon Thomas, Taika Waititi and Alix Earle filled the club as Kaytranada took over the DJ booth, with Earle arriving around 1 a.m., after photographers had put their cameras down. Star67, a private-dining concept, kept the crowd snacking on birthday cake bites and ice cream sundaes as the drinks flowed.