Lululemon Enters Bodywear With Bodysuits, Bralettes – WWD

Estimated read time 4 min read

[ad_1]

Lululemon is officially entering the bodywear category.

From bodysuits to bralettes, Lululemon’s new “Wundermost” collection is manufactured with a new fabric, Ultra Soft Nulu. This fabric, which has four-way stretch, is double-layered, sweat-wicking and quick-drying, and has a soft feel, a gentle hold and aesthetic for everyday wear, the company said.

The collection consists of nine form-flattering silhouettes and 14 colors. There are four bodysuits, two bras/bralettes, and three tops in the collection, ranging in size from 0-14 and XXS to XL. The prices go from $38 to $88.

The company will offer several styles of bodysuit, including asymmetric, turtleneck, a mock-neck sleeveless version and a square-neck long-sleeve option. Lululemon is also launching a long-sleeve turtleneck, a crew-neck cropped T-shirt, and a crewneck long-sleeve shirt.

An ad image from Lululemon’s Wundermost collection of bodywear.

courtesy of Lululemon

Bras include a scoop-necked spaghetti strapped bra, a triangle bralette, and a scoop-neck cropped tank. Colors in the collection include black, espresso, French press, bone, true navy, sonic pink, spark green, misty shell, pale linen, java and dusty clay.

Elizabeth Binder, chief merchandising officer at Lululemon, said the company saw an opportunity to expand.

“We listen to our guests when it comes to deciding what product we create. For Wundermost, we looked at how guests were responding to the select bodysuits and casual bra styles we’ve offered and knew there was an opportunity to do more. Our Bodywear category is built around our softest fabric innovation to date — Ultra Soft Nulu. Bodywear has become a wardrobe staple and we’re excited to elevate the category with a collection that delivers the style and versatility guests told us they want, alongside the fit and feel they count on from Lululemon,” said Binder.

She said that Wundermost is launching in select Lululemon stores and online across North America, Europe and Asia-Pacific starting Oct. 17. “We also have an exclusive Wundermost pop-up in New York City for a few weeks. It’s a space where guests can explore and shop the collection in a unique, tactile and beautiful experience,” she said.

She noted that while they have released select pieces before, “this collection really marks our category debut, anchored by the introduction of our softest fabric innovation to date.

“We invested the time to engineer something truly unique, starting with raw material innovation through to the technical construction and form flattering design of each piece,” said Binder.

A campaign image from Wanderlust bodywear collection for Lululemon.

A campaign image for the Wundermost collection from Lululemon.

Courtesy of Lululemon.

When asked if Lululemon’s bodywear will compete with existing brands in the market, such as Skims, Spanx, Savage x Fenty, Victoria’s Secret and Commando, Binder skirted the question and said, “With Wundermost, we’re taking the fit and feel that guests know and love from our activewear, and bringing it to our casual wear, delivering an elevated essential to pair with other items for the everyday outfit.”

From Oct. 13 through 22, shoppers can preview the collection at the Wundermost pop-up at 401 West Broadway from 11 a.m. to 7 p.m.

In discussing second-quarter earnings with analysts in August, Calvin McDonald, chief executive officer, cited Lululemon’s “steady drumbeat of product, category and market expansions.”

“Heading into the third quarter, there is really no change to that formula.…The speed of innovation, the pipeline and launches within each quarter continue to get very strong,” he said.

Lululemon has said it sees opportunities to grow brand awareness, grow internationally, expand high-traffic store locations and continue product innovation.

The company, which spent $500 million to acquire Mirror in 2020, said in September it will stop selling the product by the end of 2023 and instead partner with Peloton as its primary athletic apparel partner, and for digital fitness content.

You May Also Like

More From Author

+ There are no comments

Add yours