Madewell is hopping on the bralette train.
The retailer is moving into the intimate apparel category with a line of bralettes and underwear.
“I feel like we’ve always been trying to find ways to get further into our girls’ lives and it just made sense for us to be able to dress her inside and out,” said Joyce Lee, Madewell’s head of design. “We saw a gap in the market to offer her something that fell in line with our brand and what’s going on out there. The line is really minimal, very comfortable and functional but also really beautiful.”
The collection, which will be available starting today, will include 16 bralettes and 26 bottoms that will come in three different fabrics: cotton Modal, lace and mesh trimmed. The underwear silhouettes will range from the classic bikini brief to a boy short to a thong. There’s also a high-waisted style as well.
The line, which retails from $12.50 to $32 will be sold on Madewell’s e-commerce site, select Nordstrom locations and within all of its 112 retail locations. Lee said that within Madewell stores, the merchandise will have its own dedicated fixture that will be displayed next to the brand’s sleep and lounge collection.
Bralettes
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