Intimates brand Nudea is launching today

The marketing activity for the brand launch and into 2020 will encompass paid social, influencer engagement, user-generated content, a customer referral programme, an extensive trade and consumer PR campaign and direct-to-consumer Nudea Fit parties, according to a press release by Nudea.

'Nudea', meaning new goddess, is fuelled by an obsession with fit and inclusivity and embraces the cultural shift away from overtly sexy lingerie to a more modern, body-positive attitude. Appealing to modern-minded women, Nudea offers a wide size range, neutral, contemporary colour palettes and hero styles designed and created for real women with real bodies.

By embracing diverse body shapes and engaging over 600 UK women in a pioneering size and fit research and development process, Nudea's team has dissected and re-engineered the 20+ components that make up even the most basic of bras with fit and comfort in mind. Further supporting the brand's dedication to fit, Nudea's online fit quiz has been created with intelligent algorithms to recommend fit taking into account current fit issues, bust shape and height. Additionally, Nudea's bespoke measuring tape measure revolutionises the way women can measure themselves, ultimately empowering women to fit themselves as and when they need to.

"For the past two years, we have researched more than 600 amazing women to understand the biggest issues they face when getting fitted, choosing and finally purchasing a bra. By being customer-focused, challenging and dissecting each step in the customer journey we have been able to perfect our product and DTC proposition. By giving women the tools to achieve comfort and style via an online fit quiz, fit parties and Nudea's bespoke tape measure, women needn't dread the stuffy, poorly lit fitting room experience any longer. We really are rebelling against badly fitted lingerie," said Nudea CEO and co-founder, Priya Downes.

"Nudea's mission is simple: to create beautifully crafted, functional underwear that not only fits and looks better, but can be worn throughout the day without compromising on comfort. By marrying the best new high-performance technology fabrics, lightweight hardware and bonding techniques with a design-led aesthetic, we are delivering smooth, invisible and lightweight finishes across Nudea's debut collections," said Nudea creative director and co-founder, Sophie Morgenthaler.

Nudea was created by co-founders Downes and Morgenthaler, who met while working together at Fiorucci launching Fiorucci's underwear collection.

Fibre2Fashion News Desk (PC)