Launching this October, Nudea is a new fit-centric intimates brand offering expertly crafted, comfortable lingerie that fits without compromising on a feminine aesthetic. Direct to consumer and online-only, Nudea is breaking industry norms by modernising the measuring process, with a true focus on user experience and customer satisfaction.
‘Nudea’, meaning new goddess, is fuelled by an obsession with fit and inclusivity and embraces the cultural shift away from overtly sexy lingerie to a more modern, body-positive attitude. By embracing diverse body shapes and engaging over 600 UK women in a pioneering size and fit research and development process, Nudea’s team has dissected and re-engineered the 20+ components that make up even the most basic of bras with fit and comfort in mind.
Further supporting the brand’s dedication to fit, Nudea’s online fit quiz has been created with intelligent algorithms taking into account current fit issues, bust shape and height. Additionally, Nudea’s bespoke measuring tape measure aims to revolutionise the way women measure themselves. “By giving women the tools to achieve comfort and style via an online fit quiz, fit parties and Nudea’s bespoke tape measure, women needn’t dread the stuffy, poorly lit fitting room experience any longer,” said Nudea CEO and Co-Founder, Priya Downes.
Nudea Creative Director and Co-Founder, Sophie Morgenthaler, adds: “Nudea’s mission is 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. 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.”
