J.Crew’s sister brand Madewell has forayed into the intimates segment and released a collection of 42 minimalist pieces, focusing mainly on bralettes and cotton bottoms.
“We are always looking for new ways we can be a part of our customer’s lives, so creating a line of intimates that she can wear under the pieces we already offer her was a natural progression of what we do. My goal for the line was to create a collection that would complement and fit seamlessly into the aesthetic and approach to dressing that Madewell already champions,” said Joyce Lee, Head of Design, Madewell.
The line is minimal and beautiful, but also comfortable and durable, so the pieces can be worn every day. The brand has added pops of colours like a mustard and faded red that are based off what one will see from the rest of the Madewell line.
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It may be noted that according to a study conducted by NPD on women’s underwear popularity, thong sales declined 7 per cent between 2014 and 2015, while brief and boy shorts sales increased 17 per cent. The report also highlighted that 41 per cent of millennials chose to wear a sports bra over a regular bra at least once over the course of a week. It’ll be interesting to see how Madewell will perform in this segment…