By ELLEN LEWIS
This is a story about Bloomers Intimates and the Ah Ha moment that gave birth to this new panty brand. It all started when founders Dr. Shaula Yemini and her daughter Noa Arias were folding laundry in their home during Covid. Picking up a pair of tattered lace underwear, Shaula lamented that she wished she could find feminine panties that would actually fit and be comfortable for her maturing body. A few … Read More
By ELLEN LEWIS
It’s always been my belief that communication is the key to any positive partnership. It’s not only about the rapport between two people, but also the rapport between a individual and a product. As far as I am concerned, these tête à têtes often resolve into years long relationships and sometimes great friendships. Thus, is the case with Sarah Carter, owner of SF Showroom in San Francisco. I’ve known Sarah for … Read More
By ELLEN LEWIS
Sports Bras were already a distinctly American lingerie business driver prior to the Pandemic. But the shift in priorities precipitated by that phenomenon catapulted the category into another volume dimension. Lucky were the brands who previously staked a claim to this terrain. The plethora of companies actively pursuing sports and activewear apparel is extensive. Because Lingerie Briefs plays specifically to an Intimate Apparel audience, this post focuses on those companies whose entire … Read More
By ELLEN LEWIS
Fourteen years ago this month, I launched the Lingerie Briefs Brand with a blog about a horse and the Wacoal Simone Maximum Impact Sports Bra. Happy Anniversary to us both! The story was titled ‘State of Grace’. The metaphor was/is clear. Horses make me feel free. This bra provides the support I need when I ride. It’s all about the freedom that comfort provides. I searched the archives for that original … Read More
By ELLEN LEWIS
Last January while I was having dinner in Paris with colleagues, the topic of my Mexican home came up in the conversation. Owners Moira Nelson of Bra La Mode and Kimmay Caldwell, of Hurray Kimmay were at the table. Moira was planning a trip to Los Cabos and Kimmay decided to join her. Kimmay and I have often discussed a lingerie collaboration, but never could quite decide how to make it happen. … Read More
By ELLEN LEWIS
My first writing foray with Skin Lingerie was in 2011, when the company was just 7 years old. I visited the showroom directly following a visit to the Metropolitan Museum of Art where I had just seen the Alexander McQueen Savage Beauty exhibit. Within moments of reviewing the Skin collections, I saw a poetic metaphor between the McQueen genius and Skin’s creative vision. It was the combination of fragility and strength … Read More
By ELLEN LEWIS
I am back in my Los Cabos home where every other store is a swimwear boutique. Despite the plethora of choices, there are very few accommodating women needing serious attention to fit. Of course, there is a beach party scene where it’s fun to people watch, particularly bridal parties and spring breakers clad in bikinis, two-piece sets, and cool tank suits. Swimwear is a fashion microcosm, but for some, actually most women, … Read More