About two years ago, I received an email from Heidi asking for feedback from a retailer’s perspective on edgy, high quality lingerie and its stateside viability. At the time, she was considering starting her own brand, and we chatted about pricing, materials, and competition between manufacturers and their retailers. A few weeks ago, Heidi contacted me again to announce she took the plunge and hoped to use Kickstarter to launch her brand. Keep in mind, I receive a lot of consulting inquiries from people wanting to start retail stores or lingerie brands, and I seldom hear follow-ups. This was one of the rare instances where not only did I hear from Heidi again but she was actually doing what she set out to do. So today we’re picking up the conversation and discussing her new line Pique Lingerie, the struggles of establishing sizing, and the need for inclusivity. Before we get started, I want to mention we do discuss sexual content, kink, and BDSM in the context of Heidi’s lingerie brand just in case it’s not your thing.
When bloggers, retailers, and industry professionals talk lingerie trends, the discussion includes multiple elements like color, print, embroidery, unique detailing, and even popular styles, and lately bralettes have been red hot from the fires of demand, leaving many manufacturers scurrying to release multiple versions in exciting colors and using a variety of fabrics ranging from silk to two-ply modal to soft lace. However, the bralette world has largely targeted the 32-38 AA-C cup crowd with the occasional style able to accommodate a D or DD. Most bralettes do not feature an underwire and either use X-Small to X-Large terminology or a band size only, e.g., 30, 32, 34, for sizing, and the designs themselves tend to rely on triangle shaped cups as well as deeper v-necklines for a lighter, comfortable appearance. For the fuller-bust and/or 38+ band customer, these limitations pose unique fit challenges, particularly in terms of coverage, support, and shape. Freya hopes to address the deficit in the market place by offering a new alternative: the Fancies Bralette!