A new lingerie brand that focuses on comfort and casual innerwear was founded recently by singer, songwriter, Lemon Fuller. The brand namely, Lemonade Dolls gives the message of female empowerment and body confidence and thus aims to disrupt the lingerie market.
Topshop’s Oxford Circus flagship store was the venue of the brand’s launch; it ran through February with a concession and also sells through its own portal. Initially in the direct-to-consumer business, the brand also plans to brand out in wholesale in the future.
Along with a membership scheme, the brand also offers a 20 per cent discount to its members. Customers also have to pay a £10 monthly fee for delivery of a new pair of panties each month.
Jersey and lace is used with the style remaining casual and slogan designs on the entire range. While the bras have soft cups and have the shape of either a crop top or bralette.
