Few things are as mysterious as luxury lingerie. In a retail landscape obsessed with 5 for $20 panties and 2 for $30 bras, it can seem strange when a company goes in the complete opposite direction, prioritizing high quality materials, fair labor, and impeccable fit over low prices.
As a lingerie designer, people often tell me my work sounds like a ‘dream job.’ An aura of fantasy and glamour surrounds the fashion industry. However, the reality is lingerie design can be pretty boring most of the time, with very little creativity involved at all.
Trusst Lingerie launched on Kickstarter in the Spring of 2015 and met its goal in 5 days. The bra was designed to “actually support” full-bust women by using an alternative to the underwire: a 3D-printed bra core called the BAST, which stands for Breast Advanced Support Technology. Trusst says their BAST is more supportive and more comfortable than a traditional underwire by reducing shoulder strain and, according to their website, “eliminating the pinching, poking, and discomfort commonly associated with underwires.” Their goal was to create a bra for women who hate underwire bras and find them uncomfortable. I was super excited for the opportunity to review it as I have a lot of varied thoughts on this concept.
Here it is: the finale, the coup de grâce, the closer to 2016. Speaking personally as Editor in Chief for a moment, I take our best lingerie brands of the year post very seriously. I start making notes on certain companies as early as January, “checking in” on them, so to speak, throughout the year.
The visual story of lingerie is everything, and a brand’s lookbook is one of the single most effective ways of transmitting that story. From a lookbook, you can learn if a brand is contemporary or traditional, luxury or inexpensive, French-inspired or American-influenced. A good lookbook conveys a brand’s identity, and it’s no exaggeration to say it can make or break a label.
