Curvy Couture Debuts First Unlined Bra
By Libby Basile
Since conquering the market in the molded cup business, Curvy Couture has ventured out into a new product category. This month, based on customer demand, the brand debuted its first unlined bra to the Everyday Essentials line, 1207 Everyday Glamour Lacey Unlined.
“Customers have been asking for a cut and sew bra and we were finally able to design and come out with one for her,” says Summer Rose, director of digital marketing and ecommerce. “This is a new addition to the Everyday Essentials collection and we see it being her go-to that she wears everyday.”
The new style is available in nude and black. It is the first in the collection to go up to a 46-band size. The line currently only extended through 44-band size. It is crafted from a 4-piece cup, which gives separation and lift. It features lightweight padded comfort straps, smooth back wings, and comes in comfortable nylon spandex material with a fashion forward all over lace design. “This is going away from the stigma that padded bras add bulk,” says Rose. “It’s super smooth upon feeling. Often unlined bras are rigid and rough to the touch but we made sure this bra is as smooth as possible and feels like a second skin when she’s wearing it.”
The 1207 Everyday Glamour Lacey Unlined is also a full cover bra, the second to be introduced to the collection.
Rose says this new style is opening up the brand to a wider customer base. “There were many retailers who were hesitant to try the brand because we didn’t carry a cut and sew bra,” she says. “We just came from CURVENEWYORK where the new style has been really, really well received. Because of the newness that we have in this collection we saw a lot of retailers refreshing their fall orders with these styles.”
It was these new fall additions that drew attention at CURVENEWYORK. The Tulip Push Up bra, which The Lingerie Journal covered in February, was one of the best selling items this year. “The fit on this bra is impeccable,” says Rose. “It creates a nice, soft, gradual push up for a natural lift. “We gave it to them in four color ways and it keeps selling out,” Rose says.
Curvy Couture also drew a lot of attention from their new additions which were inspired by the best selling Tulip Push Up bra—the Tulip Strappy Lace Push Up bra and the Tulip Smooth Push Up bra. “It’s the same bra she knows and loves in a smooth version,” says Rose.
The Tulip Strappy Lace Push Up was popular among storeowners who compete with large ecommerce sites to keep up with trends. “The whole strappy trend is really, really big,” says Rose. “They don’t want to lose business because of that so they are looking for strappy bras in plus sizes and were excited to see that we were going down that path.” The Tulip Strappy Lace Push Up can be worn four ways, including halter, cross back and strapless, and the front straps are removable. “Those were two of the big fall collection items that everyone was excited to see any hear about and we were happy to bring a new option to customers that know and love this bra,” Rose adds.
Curvy Couture has more new releases scheduled for this spring, including its first activewear collection.