Launching this season, ‘Nudea‘, meaning new goddess, is fuelled by an obsession with fit and embraces the cultural shift away from overtly sexy lingerie to a more modern, body-positive attitude. It’s all about expertly crafted, comfortable lingerie that refuses to compromise on a feminine aesthetic.
“We want women to find their fit, no matter what their shape or size. We really are rebelling against badly fitted lingerie. 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.”
These wonderful words come from Nudea’s Creative Director, Sophie Morgenthaler, who met her co-founder Priya Downes while working together at Fiorucci on the launch of Fiorucci’s underwear collection. They decided to break industry norms by modernising the measuring process and placing true focus on user experience and customer satisfaction – not an entirely ‘standard’ process by any means and yet their mission remained 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. All of Nudea’s knickers have no side seams, no itchy labels and are designed for an invisible look and feel under clothing.
For the past two years, Nudea has researched more than 600 women to understand the biggest issues they face when getting fitted, choosing and purchasing a bra. Using this data, they have dissected, re-engineered, fit-tested and wear-tested the 20+ components that make up even the most basic of bras, all with fit and comfort in mind. Here are some surprising facts from the research:
- Two-thirds of women reported having had a body change (weight loss or gain, pregnancy or surgery) in the previous six months, yet less than 20% had been measured for a bra in the past year despite these changes having a direct effect on their bra size.
- Almost 50% of women surveyed hadn’t been measured for a bra for over five years.
- Only 10% of women measured themselves to the correct size versus a professional bra fitter. Around 11% were just one size out but a massive 79% of women were wearing both the wrong band and cup size.
- The UK average bra size is 36DD; Nudea’s research sample found 34DD was the most popular size and 34 and 36 were the most popular band sizes.
Nudea’s three debut collections are available online at nudea.com. Launching initially with 27 bra sizes ranging from 30A to 38E, Nudea will be adding F and FF sizes to some of the core range. A focused fuller bust collection of styles 32-44 F-HH will launch in Summer 2020.