BraXiere is a French development company that saw a need for change in the way women’s underwear is created. The creator and founder of BraXiere et Cetera, Macha Brizay, started her career with luxury, European lingerie brands in the early 90s. Responsible for high-end garment research and development, it was here that she also developed the technical skills that would ultimately lead her to work at the highest levels in the intimate fashion manufacturing world of Europe, North Africa, Asia and The United States of America.
Macha felt that for 100 years, basic lingerie designs had remained unchanged especially in the areas related to women’s health. She developed and refined the two-piece bra, an innovation for not just the comfort of women but also those who had had breast surgery.
In April 2019 the brand was awarded the highest award (Gold Medal) at the Prestigious International Concours Lépine in Paris. Since then it has not all been plain sailing as Macha explains: “It has taken me a long time to get models and photographers together to show the bra design properly. I created the two-piece bra as I found a huge gap between what we offer to women and what she is looking for… I spent years on fitting bras and personally never got the one that could suit me more than few hours… not one that I could feel free, the one I could forget that I wear… I’m a 40F.”
Passionate about her design, she explains her thinking behind the new brand: “I wanted to get a non-wired bra that can hold big breasts. We all know wires are restrictive in shape and are blocking some lymphatic drainage. I wanted to get a hybrid bra, somehow between a bra and a brassiere, in order to reduce SKU and cover much more customers by size sold. I was thinking about sustainability, less stock… it is important nowadays. My two-piece bra is about total volume, not band and cups and finally, I wanted to get an ergonomic bra to bear difficulties when getting older with lack of autonomy we’ll almost all get, one day…”
The results of her efforts are a bra that post-surgical women can wear their prostheses without pockets and keep a deep cleavage, all that any post-operation bra cannot give you back. Also, an easy-to-wear brand that can play with mix and match of cups and even for new mums an easy wear option. The BraXiere comes in 32B to 48D within only 8 bra sizes and Macha has also developed it for swim and sports.
Licensees and interested parties should get in touch via www.lingerie-braxiere.fr.
