Lounge Underwear, the popular lingerie brand, presented their latest collection ‘Barely There’, causing a frenzy among their customers selling out in less than 24 hours. The signature plunge bra sold out even before it was unveiled to the public, leaving eager customers signing up their waitlist.
With Gen Z pioneering the braless trend and women ditching bras because they find going braless more comfortable, Lounge wants to change that. Introducing the Barely There Collection, designed to give the braless feeling everyone loves combined with all the support of a traditional bra. It’s super sleek, simple and stripped back... so much so, it’s barely there. So lightweight & comfortable, yet ultra supportive & sexy.
The underwired bra provides unmatched support, but it feels like there is literally no wire at all. It’s designed to give wearers a comfortable, weightless feel in soft and stretchy fabric. Making this bra even more unique is the slightly sheer, slinky fabric that is lined with a supportive mesh so you can slightly see your nipples. Lounge intentionally designed it this way to empower the free the nipple movement and encourage you to be your most natural, free self when wearing the collection. The fabric is pre-moulded to perfectly hug the breasts, providing a flawless fit and shape. The result is that one is being sold every 10 minutes.
Founder Mel Marsden commented,
With our mission being comfort made sexy we felt there was a real gap in the market for women who want a bra that they feel sexy in, but that doesn’t leave them feeling uncomfortable or restricted. With the ‘no bra’ trend growing especially on TikTok we put our incredible designers to the test to produce a bra that was supportive, sexy and gave the braless feeling – not too tricky, right?! So, that’s where the Barely There collection was born. Our community is so involved in our product development with our team constantly listening to their feedback so we knew we had to bring it to life with them and offer a pre-sale. It’s been incredible to see the demand for a product that people haven’t even seen yet with our community proving once again that they trust our brand and are always eager to try out our innovative products.”
