22 February 2022, Mumbai:
Lingerie brand Soma surveyed 1,500 women over the course of 3 years to create what it believes is the smartest bra on the market, the Bodify, launching today.
During an exclusive 2-day pop-up event in NYC, FashionUnited spoke to Holly Wilson, Vice President of Design at Soma Intimates, about common bra-shopping challenges, or “brablems” as the Soma team calls them, as well as the patent-pending technology behind the Bodify, and the evolution of the lingerie market.
“Solutions really became part of our dna very quickly because of the constant conversation with the customer on the problems she was trying to solve,” said Wilson.
“Whether it was smoothing out panty lines, straps digging in or sliding down, gaping cups, or something else, all this led to the creation of our proprietary innovations over the years.”
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It is worth bearing in mind that the brand was founded in 2004 when the lingerie retail environment was dominated by Victoria’s Secret which was focused on supermodels and angels.
This created a retail void that Soma identified as an opportunity. Now with 250 boutiques and outlets nationwide, the all-women-led design team has established an alternative to the male gaze which once controlled the lingerie market.
“We set out to demystify the bra-fit experience, to create an environment for women that was unintimidating, where they could actually find products that suited them,” said Wilson.
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*Figures mentioned in the above article have been sourced from Fashion United article.
