Lemonade Dolls makes it latest introduction in bra construction with the launch of ‘The Flex’ This new development follows on from the viral, sell-out success of its wireless push-up bra in February, the female-led disruptor brand returns with the UK’s first flexible wire bra.
Last week Lemonade Dolls launched its brand-new bra: The Flex. The collection is designed to deliver flexible support, all-day comfort, and confidence without the rigidity of traditional underwires, completely redefining what the underwire looks like.
The launch follows the huge success of the brand’s February release of the All Wonder – All You, the first push-up bra without wire or padding, which solidified Lemonade Dolls’ status as an industry innovator after selling at a staggering rate of one bra per minute during the launch.
Now, with two years of product development behind it, The Flex collection is the brand’s boldest innovation yet, reflecting a growing shift in the conversation around lingerie and wellness. As more women become increasingly mindful about the products they use on and around their bodies from switching to aluminium-free deodorants to questioning everyday ingredients and materials – Lemonade Dolls is asking an important question: why has lingerie been left out of the wellness conversation?
Traditional underwired bras have long been accepted as the norm, despite the rigid metal structures sitting directly beneath sensitive breast tissue for hours every day. The Flex design offers a body-first, wellness-aligned design delivering support, shape, and confidence while prioritising comfort and flexibility.
The Flex collection combines:
- Flexible support without rigid traditional metal underwires
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Ultra soft, skin-kind materials designed for all-day comfort
- Inclusive sizing and fit
- Signature Lemonade Dolls confidence-driven styling
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Four versatile colourways – Red, Cream, Mint and Black
Launching at a time when consumers are increasingly prioritising wellness-led purchasing decisions, the collection opens a new conversation around what women have historically been told to tolerate in everyday lingerie.
The Flex is available to shop online from Saturday 27th June, the bra is priced at £40 and available in sizes 30-44 band and up to a G cup. Pants are priced at £16.
