A New Zealand lingerie company will introduce yet another new label to its offering to coincide with a brand revamp later this year.
Although predominantly known globally for its maternity undergarments, Hotmilk Lingerie will begin strengthening its non-nursing range by introducing 'Everywoman', a wire-free lingerie collection.
Following the recent introduction of Milkman underwear for men, brand directors Lisa Ebbing and Ange Crosbie decided to launch the new range due to a trend they spotted in the market.
“Predominantly wire-free lingerie has been created for an older demographic, but we see a rising trend in younger women, fuller figured women, women with heavy busts, women who have finished breast-feeding and have no desire to return to wires, and also for women who have had mastectomies,” Ebbing said. “Wire-free lingerie has never been this fabulous and this accessible and who better to specialise in it than Hotmilk.”
Ebbing said there is also many health conditions associated with the use of an underwire bra and the new range incorporates silk and lace and a variety of colours.
Everywoman will be available from August and Ebbing said the brand will also take on a 'new look' from then. A new logo will be created and the website will also be revamped.
Hotmilk supplies lingerie to more than 900 boutiques across the world.