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Madewell Launches Its Own Intimates Line


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Photo: Madewell

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Madewell is a go-to for a certain type of shopper, with easy wardrobe staples like the brand’s now-famous denim, classic slouchy T-shirts, and that leather tote bag that everyone in New York seems to own. Next up, Madewell is coming for your underwear drawer, joining the ranks of accessible retailers with in-house lingerie lines (like American Eagle’s wildly successful Aerie).

The collection includes 42 pieces — 16 bralettes and 26 bottoms — in easy mix-and-match hues, priced from $12.50 to $32. You’ll mostly find soft triangle bralettes, comfy cotton briefs, and subtle details, like lace and peekaboo cut-outs. Much like Madewell’s regular clothing, the pieces within the intimates collection are simple and unfussy, but still special.

The line isn’t ideal for women with larger chests (bralettes only!), but considering this is the brand’s first stab at the category, we’re keeping our fingers crossed that it’ll become more accommodating for everyone as it evolves.

To celebrate the launch, Madewell stores across the country are hosting shopping parties, with 10 percent of proceeds going to Girls Inc., an organization that provides a range of mentorship and educational opportunities. Check out more details and the full list of participating stores here.