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A Wholesale Bikini Brand That Aims for Comfort — and Inclusivity

Sep 9 | Av costumemanufacturer | Views: 17 | Comments: 0

Wholesale Bikini Brand That Aims for Comfort — and Inclusivity

Photo lingerie china Arvida Bystrom and Paloma Elsesser photographed in pieces from “Jessie,” Lonely Lingerie’s spring/summer 2016 line. Credit Zara Mirkin and Mayan Toledano The best bra holds the right fit, shape and lift with delicate balance; often it’s as much about what’s refused as what’s offered. That’s the idea behind Lonely Lingerie, the New Zealand-based label founded by Helene Morris in 2009. “We don’t do padding,” she says. “We don’t do push-up. For us, it’s a natural aesthetic. It’s still really supportive, but it’s supremely comfortable.”

Lonely, which launched as a small partnership Wholesale Bikini between Morris and collaborator Steve Ferguson, calls itself an “inclusive take on luxury lingerie,” designed to put wearers at ease. Sold at retailers like Mohawk General Store and Anthropologie, the line offers staple undergarments as well as swimwear, silk pajama sets and robes. With “Jessie” — the spring/summer 2016 collection launching this month — Morris adds several new designs to the existing assortment of bras that have made the brand a favorite with women like Lena Dunham and Gigi Hadid.

Each piece in the collection features intricate adornments — longline bras, multi-band straps that cross over the chest and torso, elegant lace accents — and an expanded size range now offers fits for 30A-E, 32A-F, 34A-E and 36A-DD in all soft cup and underwire styles. Every season Morris has added a new size. “We are still quite a small label, so it has been something technically we have to get right,” she says, adding how important it is to see “people comfortable in their own skin, and to see diversity.” Lingerie lines too often prize a limited selection of sizes; with Lonely, Morris seeks to offer something missing elsewhere.

 

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