If there’s one thing that is almost guaranteed to leave any woman feeling like a million dollars, it’s a new set of beautiful, luxury lingerie. Long associated with femininity and opulence, there’s just something about the impeccable craftsmanship and sumptuous fabrics like lace and satin that have the power to make us feel irresistible – but gorgeous undergarments aren’t just about dressing to impress other people; and are as much about feeling confident as anything else.
Helping to create the perfect foundation for any outfit and giving you a smooth silhouette, only you know what you’re wearing underneath – and that, in itself, can be empowering. It’s something that the best luxury lingerie brands in the business know well – and highly sought-after brand JulieMay, which has been making waves in the fashion industry with its stunning and inclusive collection of lingerie, believes that that empowerment shouldn’t be limited to just a select few women, and that rather, every body type deserves to be celebrated and that every woman deserved to feel incredible.
Founded by a strong and passionate BIPOC woman and with a diverse and inclusive size range, certified allergen-free materials, and a commitment to giving back to the community, JulieMay is setting new standards for the lingerie industry. Here, we take a look at just why this prestigious brand is fast becoming the most coveted amongst modern women – and why you might want to fill up your own lingerie draw with its latest gorgeous pieces, sooner, rather than later.
Putting comfort first
Founder Tiffany Chiu noticed a gap in the market for bras that were both beautiful and allergen free when she noticed her mother begin suffering with skin irritation from her usual undergarments. It was a realisation that became the initial inspiration for JulieMay as we know it today – a forward-thinking, innovative and inclusive luxury lingerie brand that is coveted the world over, and a seed of an idea that would lead Tiffany on an exciting journey to bring it to market.
As we touched upon, great lingerie isn’t just about looking good, but feeling fabulous, too – and that can’t happen unless comfort is prioritised first. Which is why JulieMay’s lingerie is certified by Allergy UK, ensuring that each of its garments is free from harsh chemicals, elastic, nickel, and latex, and making them suitable for all women, including those with sensitive skin or allergies, because nobody should be excluded from being able to wear beautiful and luxurious underwear.
As well as being irritant-free, all pieces are also designed to be anti-hot flash and naturally breathable, too – because after all, comfort and luxury should go hand in hand, allowing individuals to feel confident and at ease in their lingerie.
And of course, JulieMay also celebrates body diversity, offering a wide range of sizes to cater to different body types. The brand’s size range spans from 8 to 18, accommodating cup sizes ranging from 32B to 40G and 42DD.
Tiffany has received several letters of thanks for bringing the brand to market from women who have long suffered from allergies and discomfort as a result of their bras, and who can now enjoy wearing stunning lingerie to the full.
But while the brand might prioritise comfort, it certainly doesn’t compromise on style or opulence to do it.
“We have a style for everyone, from bralette to underwired, back support and front fastening bras, as well as some very pretty post-surgery bras,” says Chiu. “Comfort doesn’t have to be clinical.”
A conscious choice
The luxury market has had to adapt quickly in the face of ever-evolving customer demands, and in 2023, consumers are seeking out brands that take their sustainability credentials very seriously before committing to buy from them.
At JulieMay, the focus is not only on creating beautiful lingerie but also on minimising the brand’s environmental impact, and it’s something that has won it a legion of loyal fans. Priding itself on ethical manufacturing processes, reducing water waste, and employing small batch dyeing techniques, the brand utilises responsibly sourced, organic Pima cotton and fair trade mulberry peace silk for the inner linings of its lingerie. In addition to this, the brand’s employees are paid the ‘living wage’, including the skilled garment makers in Hong Kong.
And its dedication to doing better doesn’t end there, either. As well as its commitment to sustainability and inclusivity, JulieMay also supports a range of charitable causes – including Uncommon Threads, a non-profit empowerment boutique for women based in Lawrence, Massachusetts (one of the poorest cities in the USA), which helps low-income women see and feel their true potential with clothing and images to build self-esteem and self-worth – and Eden Reforestation Projects, which fights deforestation and alleviates poverty by employing local communities to restore their natural ecosystems around the world.
It’s fair to say that JulieMay is part of the solution when it comes to creating a greener and cleaner future for the fashion industry and a better world overall – so if you’re looking for a luxury lingerie brand you can splurge on guilt free, then you might just have found it.
In 2022, JulieMay was voted Best Lingerie Brand of the Year in the London and South East Prestige Awards – and it also has a string of other prestigious accolades under its belt, amongst them having been recognised as one of Britain’s most inspiring firms in the SmallBiz100.
Redefining luxury lingerie by prioritising sustainability, inclusivity, and ethical practices, there’s no denying that it’s an inspiring brand, and with pieces that feel truly opulent and ensure you feel incredible from the moment you put them on, what more could you ask of a modern luxury brand?
