Aiming to disrupt the lingerie market with its message of female empowerment and body confidence, Lemonade Dolls is a new casual, comfort focused lingerie brand.
Founded by singer songwriter Lemon Fuller, the brand has solid fashion credentials thanks to its fashion director Caren Downie, founder of Finery, former fashion director at Asos and buying director at Topshop. Downie worked with the brand for a year ahead of its debut in January 2019.
The brand launched with a concession in Topshop’s Oxford Circus flagship, which ran through February, and also sells direct to consumer via its own website. The brand is initially a direct to consumer business, but it plans to expand into wholesale in the future.
It also offers a membership scheme, which gives a 20% discount to members and sees customers pay a £10 monthly fee to have a new pair of knickers delivered each month.
Styles are casual in jersey and lace, with slogan designs featuring heavily throughout the collection - for example, knickers are emblazoned with empowering statements such as “Not Your Babe” and “My Pants, My Rules”. Bras are soft cup, and either bralette or crop top shapes.
Sizes range from XS (8-10) to L (18-20) for knickers and XS (30-32 A,B,C) to L (38-40 A,B,C) for bras.
Lemonade Dolls states its aim as “not just [..] an underwear company, but a girl army”, and is aiming to disrupt the typical imagery associated with lingerie brands by promoting messages of female empowerment and body confidence. The brand’s images are never photoshopped and use a diverse range of models.
Wholesale prices range from £8 for a thong to £26 for a printed bra; email@example.com; lemonadedolls.com