Body positivity is in (hurrah!) and self-doubt is out, but when it comes to making underwear that encourages women to love the skin they’re in, we’ve been doing it for years. From ultra-comfy bras to seam-free panties, self-confidence begins with the right foundations

Give yourself the right support

Don’t compromise on style when bra shopping; instead, choose designs that complement your personal aesthetic. Whether that means vintage-inspired lace, cool athleisure or modern minimalism, you’ll find just the right level of support built into all our bras, thanks to clever innovations from our in-house garment tech team. From bralettes to bandeaus, our bras offer unrivalled uplift, meaning you can feel your best self, whatever your style.

Start with the best possible fit

Our bodies are not meant to stay the same; growing and changing is part of all our lives. You owe it to yourself to have a perfect-fitting bra, especially if you are pregnant, breastfeeding or have recently gained or lost weight. Wearing the correct size can (literally) take the weight off your back, improve your posture and make your clothes hang better..

Show yourself some love

We don’t subscribe to the idea of saving nice things for ‘best’, so we make sure that even our most sumptuous styles are ultra-comfy too. Take this gorgeous lace set – guaranteed to make you feel wonderful with its delicate, scalloped-edge bra and ultra-flattering high-waisted panties. The best bit? Once it’s on, it’s so soft you’ll forget you’re wearing it.

Hit the right tone

Beige may be the colour of the season, but when it comes to underwear, we’re proud to offer a broader range of nudes so that you can find your perfect neutral shade, from ivory to mahogany. Designed to be invisible under lightweight, semi-sheer or white tops and trousers, nude-coloured underwear is a sure-fire way to feel confident in any outfit. Plus, who doesn’t long for one less decision to make in the morning?.

Go easy on yourself

Life can be a rough ride; your lingerie needn’t be. Instead, choose clean-lined underwear that’s totally free of any unnecessary drama: yes, scratchy seams and underwires that irritate, we’re looking at you. Instead, embrace super-sleek bras and non-VPL panties from our bestselling Flexifit and Smoothlines ranges. With innovative features, such as extra-thin cups and ultra-fine edges, these styles are the chicest way to take the rough with the smooth.

Editor: Dulcie Emerson


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