Follow us

Menu
PARTNER WITH USFREE NEWSLETTER
VISIT TheIndustry.beauty

Nudea: the new fit-centric direct to consumer lingerie brand

Lauretta Roberts
26 September 2019

Two fashion and lingerie industry experts have come together to launch Nudea, a new direct-to-consumer fit-centric lingerie brand with an inclusive size range.

Launching on Monday 30 September, Nudea will initially offer 27 bra sizes ranging from 30A to 38E in a contemporary neutral colour palette. Its creation was "fuelled by an obsession with fit and inclusivity and embraces the cultural shift away from overtly sexy lingerie to a more modern, body-positive attitude."

Nudea

The line is the brainchild of Priya Downes and Sophie Morgenthaler who met while working together at Fiorucci launching the brand's first underwear collection. The pair carried out a size and fit research and development process involving 600 women. As a result, Nudea’s team dissected and re-engineered the 20-plus components that make up even the most basic of bras.

Shoppers on its website will be able to participate in a "fit quiz", which has been created with intelligent algorithms to recommend fit taking into account current fit issues, bust shape and height. It has also created a bespoke tape measure to enable women to fit themselves.

Nudea

Nudea CEO and Co-Founder, Priya Downes, commented: “For the past two years, we have researched more than 600 amazing women to understand the biggest issues they face when getting fitted, choosing and finally purchasing a bra. By being customer-focused, challenging and dissecting each step in the customer journey we have been able to perfect our product and DTC proposition.

"By giving women the tools to achieve comfort and style via an online fit quiz, fit parties and Nudea’s bespoke tape measure, women needn’t dread the stuffy, poorly lit fitting room experience any longer. We really are rebelling against badly fitted lingerie.”

Creative Director and Co-Founder, Sophie Morgenthaler, added: “Nudea’s mission is simple: to create beautifully crafted, functional underwear that not only fits and looks better, but can be worn throughout the day without compromising on comfort. By marrying the best new high-performance technology fabrics, lightweight hardware and bonding techniques with a design-led aesthetic, we are delivering smooth, invisible and lightweight finishes across Nudea’s debut collections.”

From high summer 2020 the range will be expanded to include sizes 32-44 F-HH. Knickers are available in 7 sizes ranging from XXS to XXL. Prices start from £42 for a bra and £18 for knickers.

Free NewsletterVISIT TheIndustry.beauty
cross