We think of ourselves more of a lifestyle brand with products that help make women more confident and powerful. With confidence and power, they will be able to more successfully chase the lifestyle they've always dreamed about. And that is sexy. But why lingerie?
Lingerie is the first thing a woman puts on every morning, and the last thing she takes off at night. It is her second skin. It is the foundation for the rest of her wardrobe. Like in architecture, without proper foundations, the rest doesn't hold up. It sets the tone of her attitude and wardrobe throughout the day. When a woman feels good in her lingerie, she will feel good no matter what she is wearing on the outside.
We use high quality materials that are delicate yet hold up throughout the day for the many obligations women have to deal with in their day-to-day lives, whether she is chasing her kids around the house or conducting meetings in her office. Since intimate apparel is a woman's "second skin," it should feel as luxurious as possible. Also, in a day when t-shirts, jeans and athleisure wear - uni-sex options - dominate our culture, we feel women deserve a piece of luxury and reminds her that she is a woman with curves.