One of the highlights of my job as a fashion editor is discovering (and sharing with you all) the coolest new brands of the moment. It doesn't matter whether I heard about it through word of mouth, stumbled into an Instagram rabbit hole and came out on the other side with a saved folder full of new findings, or got a pitch from the brand directly. Each new discovery is equally as exciting as the last.
In the past, I've jumped at the opportunity to share the coolest new handbag and shoe brands on my radar, and today I'm shifting my focus to another category: lingerie. Lately, my saved folder has been racking up a lot of new lingerie brands that offer a fresh and exciting perspective in a space that's all too often riddled with clichés. From the fun-loving brand serving up the prettiest colors and prints to the brand that's pioneering its own best-fit bra, below I'm sharing five new brands you might not have heard of yet but definitely need to know about. Go ahead and stalk the following labels at your leisure. With love, from my saved folder to yours.
1. Fruity Booty Underwear
Fruity Booty is a UK-based lingerie line that's every bit as fun as the name suggests. "Living in a world where everything is easily accessible can often make it feel less special," its site announces, and creating underwear that feels special is exactly what it sets out to do.
Minimalistic lingerie seems to be everywhere these days, but what sets Kala apart is its matching sets offered in a spectrum of (realistic) skin tones, sustainable production, and stamps of approval from some of NYC's coolest fashion girls.
An editor, artist, model, and now designer, Lenoir founder Kristin Prim was a fashion veteran long before she set out to create her line. Each piece is carefully considered and designed from luxurious materials like French lace and Italian leather.
So you have a drawer full of bras but none of them fit quite how they should? Enter ThirdLove. The brand has pioneered its own perfect-fit technology from the measurements of dozens of real women, carrying double the amount of bra sizes compared to other brands.