Nudea is an innovative, direct-to-consumer intimates brand built around empowering women to buy lingerie in a modern way, from initial measurement to purchase. By embracing diverse body shapes and engaging over 600 UK women in a pioneering size and fit research and development process, Nudea’s 100% female team has dissected and re-engineered the 20+ components that make up even the most basic of bras with fit and comfort in mind.
Co-founders Priya Downes and Sophie Morgenthaler met while working together at Fiorucci launching Fiorucci’s underwear collection. They quickly realised that they were a dream team to bring a new, much-needed lingerie brand to the market. And so Nudea was born. Fuelled by an obsession with fit and marrying the best of design technology with lingerie craft, Nudea delivers solutions that not only perform but also are beautiful and flattering.
After a career in investment banking, Nudea Co-Founder and CEO Priya Downes followed her dream to move into luxury fashion where she worked at brands including Burberry, Tommy Hilfiger, Chanel, and Fiorucci. Priya strives to bring her love for craftsmanship, design and personal customer experience driven by her luxury background to lingerie. Priya has championed sustainability throughout her career and is involved in several philanthropic causes including as mentor for the British Fashion Council’s new-gen designers and a member of the Fashion Trust. Priya is passionate about female leadership and building a more gender-balanced world.
A highly experienced and respected lingerie designer with over 20 years in the industry, Sophie Morgenthaler has worked in London and New York leading and consulting for intimate apparel teams at Debenhams, Myla, the Mosaic Group and Victoria’s Secret. After becoming increasingly frustrated with the lingerie industry’s attitude towards women’s shapes and the unrealistic images they continue to promote, Sophie has personally pushed a new agenda for a more natural approach to lingerie.
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 – from initial online browse through to delivery.Further supporting the brand’s dedication to fit, Nudea’s online fit quiz has been created with intelligent algorithms to recommend fit taking into account current fit issues, bust shape and height. Additionally, Nudea’s bespoke measuring tape revolutionises the way women can measure themselves simply and accurately at home, ultimately empowering women to fit themselves as and when they need to.
