Fancy That ~ Freya Lingerie
Several weeks ago, in a conversation with François Pomѐs, editor in chief of Creations Magazine, we began a discussion about the emerging bralette trend in fashion. This category has often eluded me as I am personally focused on bras that satisfy a bigger cup woman. Professionally speaking, the non-wire, easy comfort bralette has always mattered, but truthfully, it stayed parked in the small busted lane. It was never a major player. I decided to zero in on the potential of this business for Lingerie lovers, stores and customers alike for my Creations column due out for Curve. One of the propelling reasons is the launch this month of Freya’s Fancies bralette. I was very surprised when I initially saw it several months ago at the showroom of this venerable British bra maker, known for their focus on support and lift for large cupped women. But further research in the market has revealed it to be a game changer. I had an Ah Ha moment. My biggest pet peeve is that, just as many women after a long day’s work, I like to change into comfort clothes at home. But, I have a problem. Unlike many women, I can’t just answer the doorbell, run out to get a bottle of milk, walk the dog. I need to put on a bra and I resent it. Freya’s new bralette fitting sizes 28-38, B-HH cups is a lifesaver. With the onset of loungewear, athleisure, and easywear in a quality oriented culture driven by comfort, Freya’s foray into the bralette niche signals a major shift in the brascape for curvy girls. I salute their vision.
“A Single Breaker May Recede; But The Tide Is Coming In” ~Thomas Babington Macaulay
