Lively is a new hybrid lingerie brand started by Victoria’s Secret alum Michelle Cordeiro Grant. Instead of releasing separate lines of lingerie, swimwear and activewear, Grant decided to combine all of the pieces into one collection called 'leisureé.'
According to Lively's website, the company produces "bras and undies that blur the aesthetic lines of lingerie, active, and swim, establishing a new category of lingerie, a movement that we call Leisurée." This means that each piece is comfortable enough to lounge around in, wear to work or even use for low-impact exercise. Grant achieved this feat by using the breathable mesh and elastic bands associated with activewear, the cool-handled fabrics reserved for swimwear and the functional components of lingerie.
The hybrid lingerie collection caters to a growing number of consumers who are looking for versatile, yet stylish garments that can transition from one activity to the next.
Hybrid Lingerie Collections
The New Lively Line is a Cross Between Swimwear, Lingerie & Activewear
Trend Themes
1. Hybrid Lingerie - Combining lingerie, swimwear, and activewear into one collection offers disruptive innovation opportunities for creating versatile and stylish garments.
2. Leisurée Movement - The emergence of a new category of lingerie called 'Leisurée' presents disruptive innovation opportunities for brands to blur aesthetic lines and cater to consumers seeking comfortable and multi-purpose clothing.
3. Functional Fashion - The trend of merging functional components from different apparel categories opens up disruptive innovation opportunities in the fashion industry to create garments that are suitable for multiple activities and occasions.
Industry Implications
1. Lingerie - The lingerie industry can explore disruptive innovation opportunities by incorporating swimwear and activewear elements into their collections, meeting the demand for versatile and comfortable garments.
2. Swimwear - Swimwear brands have the opportunity to disrupt the market by integrating activewear and lingerie features into their products, catering to consumers who seek fashionable swimwear that can be used for various activities.
3. Activewear - Activewear companies can explore disruptive innovation opportunities by fusing lingerie and swimwear characteristics into their designs, offering customers functional and stylish apparel that transitions seamlessly between different activities.