Everlane's Intimates Line Prioritizes Comfort Over Style
Ellen Smith — March 22, 2018 — Fashion
Everlane is expanding its offerings after the announcement that the ethically made clothing line will be debuting an elegant and comfortable intimates line that consists of bras, underwear and more.
Everlane is attempting to bring the same diversity, inclusion and understanding of the female form to this intimate line as it does with its comfortable apparel collections. The line is comprised of a variety of different shapes including panties and boxer briefs, which have all been comprised of the softest and stretchiest material.
When discussing the new intimates line, the brand stated that “We decided that the underwear didn’t need to be see-through or gussied up with bows and lace to be sexy. We focused entirely on cut and shape. We really believe that beauty is all about how you feel, not how you look.”
Everlane is attempting to bring the same diversity, inclusion and understanding of the female form to this intimate line as it does with its comfortable apparel collections. The line is comprised of a variety of different shapes including panties and boxer briefs, which have all been comprised of the softest and stretchiest material.
When discussing the new intimates line, the brand stated that “We decided that the underwear didn’t need to be see-through or gussied up with bows and lace to be sexy. We focused entirely on cut and shape. We really believe that beauty is all about how you feel, not how you look.”
Trend Themes
1. Ethical Intimates - Disruptive innovation opportunity: Create an intimates line that prioritizes comfort and inclusivity while also being ethically made.
2. Comfortable Apparel - Disruptive innovation opportunity: Develop a clothing line that focuses on comfort and diversity, similar to Everlane's approach.
3. Beauty Beyond Appearance - Disruptive innovation opportunity: Design products that prioritize how individuals feel about themselves rather than focusing solely on physical appearance.
Industry Implications
1. Fashion - Disruptive innovation opportunity: Introduce eco-friendly and inclusive options within the fashion industry.
2. E-commerce - Disruptive innovation opportunity: Create an online platform that sells ethically made and comfortable clothing, including intimates.
3. Body Positivity - Disruptive innovation opportunity: Establish a brand that challenges conventional beauty standards and promotes self-acceptance.
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