This New Brand Is A Lingerie-Swim-Activewear Hybrid, & We Want Everything
April 6, 2016 by admin
Filed under Latest Lingerie News
Could “leisureé” — a lingerie-swim-activerwear mash-up — be the next frontier for the underthings industry? Lively, a brand started by a Victoria’s Secret alum that launches today, seems to think so.
Billed as a “work-to-workout” collection, its pieces are meant to be comfortable enough to segue from a day sitting at your desk to a night out on the town (or on the couch), as well as for low-impact exercise. In other words: Lively pieces will make the cut for your yoga class, but wouldn’t necessarily work for a run.
“From active we have pulled in wide, sporty elastic bands and breathable mesh; from swim we are pulling in cool-handed fabrics, bold prints and colorblocking; and from lingerie, we draw in the best components of function and femininity,” Michelle Cordeiro Grant, Lively’s founder and CEO, told Refinery29. Those functionality based lingerie elements include memory foam pads, front adjusters, J-hook backs, and “gorgeous, geometric laces,” she says.
