This Friday Underlines chats with Lemon Fuller, Founder and CEO of Lemonade Dolls. What started off as an online community on Instagram has developed into a business that sells a bra every minute in the UK! This year Lemon decided to develop a wholesale side to her business selling to well-known retailers in the UK and USA. But her ambitions don’t end there – she wants Lemonade Dolls to be the ‘Nike of Lingerie’ – not bad for an ‘accidental entrepreneur’!
Life before Lemonade Dolls?
My mum was a primary school teacher and my dad worked in publishing and they both worked so hard to provide for me and my siblings. I grew up witnessing insane work ethic and dedication and this has helped me get to where I am today. I am a singer, dancer, choreographer and now accidental entrepreneur. When I worked in the entertainment industry, I climbed the ladder quickly and got to work all over the world with household names you know now.
Why intimate apparel?
When I decided to build a new lingerie story it was when Marks & Spencer and Victoria’s Secret were dominating the market. There weren’t really any other brands filling the space which meant that there was a wide open gap for someone to challenge what was on offer. I couldn’t find underwear that myself or my friends liked, not to mention the complete lack of representation in this industry. Lingerie is something so personal; it’s the first thing you put on in the morning and has the ability to kick-start your confidence. Our products are a result of listening to our communities’ necessities as they want to be heard, and we listen. This has enabled us to create first-to-market products because we have rewritten the rule book, one that has stayed the same for a long time. Every day we strive to promote that Lemonade is more than just a lingerie brand but an entire platform that highlights how underwear is your body armour, your secret weapon and your superpower. We believe everyone deserves the best underwear.
What’s your brand’s DNA and when did you launch?
Lemonade Dolls first started as an online community on Instagram. The account initially acted as a space of inspiration for anyone who needed it. From sharing daily articles about female empowerment to posting freely about feeling comfortable in your skin. There was no intention of launching a lingerie brand at the beginning. It grew quickly and the engagement was inspiring. When I realised there was a clear gap and lack of offering in the space, I wanted to do something about it. That was when the Lemonade Dolls turned into a lingerie brand in 2019. Our community is our USP because our customers are the reason why we do what we do. We are customer-centric and we owe everything to our community. Our customers believe we are the most inclusive lingerie brand on the market because diversity and inclusion are in our DNA. We want everyone to be seen and we ensure to represent all ethnicities, sizes, abilities and communities.
A typical week?
Mental! No week is ever the same and there is always something new around the corner. I can be found in dozens of different meetings, product development brainstorms, designing our next collection, catch-ups with the in-house team, speaking on panels, at a factory in Asia or running to teach a class at Psycle here in London!
Who wears your brand?
Our brand is for those looking to feel limitless! Our mission and products simply reflect our yearning to empower everyone. We are also the first British lingerie brand that has curated a gender-affirming range (our ‘I AM WHO I AM’ collection).
Who do you admire in the underwear industry?
Anyone who builds a brand with good intentions has my full support! Running a business is so hard – it takes a village and personal resilience that is off the Richter scale.
If you could design underwear for a celebrity, who would it be?
Lady Gaga and Michelle Obama! Pillars of inclusivity and have always been ahead of the curve.
Any other ambitions for the brand?
We aim to be the ‘Nike of Lingerie’. We will continue to penetrate the UK market becoming the first choice for undies whilst building our presence globally. Loud and proud, Lemonade is growing towards being a disruptor in the lingerie industry, continually creating products that break the mould. By that, we mean we are aspiring to make an impact on the market holistically by providing another angle the world of retail has never seen before. This year we are developing our wholesale business and opening up in John Lewis in-store and online, Very.co.uk and Knicker Box (Ann Summers). Internationally, we have opened in the United States in Nordstrom and Bloomingdale’s plus securing partners across Europe.
What is different about designing underwear?
I can only answer this with … I have no idea! I have never worked in the fashion industry prior to Lemonade Dolls. I design to what I like and to what I want to see with the help of our wonderful customers and community.
If you were not involved with Lemonade Dolls, what do you think you would be doing instead?
I would go back to really what sparked it all, music. Singing, writing and performing is where I would be.
Where do you get your ideas?
I just design what I love at that time. I don’t take myself too seriously and I don’t intentionally follow trends. I think about what my friends and I would love to wear and go from there.
Proudest moment to date?
Hands down showing at NYFW with our first ever runway show with models of all different ages, sizes and ethnicities – got to be top of the list and a dream come true. Quick 2nd place would be our community shoot where we asked our customers to join us for a shoot showing off their undies and describing how it makes them feel.
Worst move so far?
Not believing in myself sooner.
Time Out?
Travel, wine, sing and spin!
And 10 years from now?
I envision owning a business that is globally impactful and helps women worldwide!
Pet Hate?
Lazy people!
