THE BRANDS BREAK­ING THE MOULD

Grazia (UK) - - Fashion -

AERIE

Amer­i­can Ea­gles-owned Aerie has made a splash with its bound­ary-break­ing ad­ver­tis­ing cam­paigns that cel­e­brate our dif­fer­ences. The #aeriereal Insta hash­tag en­cour­ages cus­tomers to join in the trans­parency con­ver­sa­tion. ae.com

CUUP

Launch­ing in the US this year and com­ing to the UK early 2019, Cuup’s mis­sion is simple: to cre­ate flat­ter­ing, light­weight, sup­port­ive bras for ev­ery woman. ‘Why can’t a G cup cus­tomer have the same ex­pe­ri­ence as a B cup?’ asks co-founder Abby Mor­gan. shopcuup.com

LE­MON­ADE DOLLS

Launch­ing 14 De­cem­ber, Le­mon­ade Dolls is a sassy brand mak­ing a play for the 18-30 mar­ket. ‘Women are fed up of just be­ing able to buy push-ups and “chicken fil­let” bras,’ says founder Le­mon Fuller. ‘Girls want some­thing com­fort­able but still fun and sexy on their own terms. It is about feel­ing com­fort­able in your skin.’

LES GIRLS LES BOYS

Agent Provo­ca­teur founder Ser­ena Rees’s sec­ond act, Les Girls Les Boys, was founded in 2016 and is equally dis­rup­tive. Tar­get­ing Gen Z and Mil­len­ni­als, 60% of the col­lec­tion is uni­sex and sea­sonal Po­laroid cam­paigns are un­re­touched. ‘I think it’s im­por­tant we chal­lenge out­dated ideas and es­tab­lished norms, in ex­change for a mod­ern ap­proach that en­cour­ages em­pow­er­ment, and is both open-minded and in­clu­sive for all gen­ders,’ she says.

THIRDLOVE

Founded by Heidi Zak in 2012, Thirdlove’s bras are de­signed from the mea­sure­ments of real women. The brand of­fers 74 sizes. ‘What­ever her shape or size, we want ev­ery woman to see her­self re­flected on Thirdlove’s web­site, and feel wel­comed by our of­fer­ings,’ says chief creative of­fi­fi­cer of­fi­cer Ra’el Co­hen. thirdlove.com

BEIJA LON­DON

Founded by sis­ters Ab­bie Mi­randa and Mazie Fisher in 2016, Beija Lon­don’s tagline is ‘One Size Does Not Fit All’. The three-tiered siz­ing sys­tem cel­e­brates dif­fer­ent body shapes, while un­der­stand­ing that dif­fer­ent sizes have dif­fer­ent needs.

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