Can Lively, Your New Favorite Underwear Brand, Make ‘Leisurée’ Happen?

Can Lively, Your New Favorite Underwear Brand, Make ‘Leisurée’ Happen?
Photo: Lively

The inevitable is finally here: leisurée—that is, athleisure for lingerie—is now yours for the shopping, thanks to just-launched brand Lively.

Founder and CEO Michelle Cordeiro Grant cut her teeth at Victoria’s Secret and parent company Limited Brands before setting out to create a line of her own. “I was working for some of the biggest lingerie corporations, but I realized that I wasn’t wearing their products—so I thought, ‘There has to be an opportunity here. Something’s missing,'” she told STYLECASTER at a recent preview.

What was missing, she found, were wear-anywhere bras, bikini briefs, and thongs that were comfortable enough to keep on all day, blending the best parts of activewear (sporty performance mesh and wide, striped bands) swimwear (silky-smooth fabrics and plants-on-pink prints), and lingerie (supportive construction in both wired and wire-free style).

The aesthetic is less boudoir, more babes-who-brunch, with bralettes in pale pink trimmed with black, low-rise no-show thongs, and push-up styles with just the slightest bit of lift—not the strap-on-two-cup-sizes padding you tend to find at, *ahem*, other retailers. Sizes range from 32A to 38DD—and if you’re outside that range, shoot them an email and they’ll notify you when they expand.

Pricing is also surprisingly affordable for an independent line: Bras retail for $35 for one, $55 for two, and $75 for three (because they know you’ll want to buy in bulk), while briefs and thongs run $10 for one pair or $25 for three. The company owns the factory in China where it manufactures its products, cutting down on some of the costs that typically drive up prices for indie designers.

If that’s not enough to convince you, take a gander through the slideshow to see the brand’s lookbook—whether you’re an athleisure die-hard or not, you’ll have to admit the branding is on point. It’s almost enough to make you wish you stayed home and lounged around in your skivvies today.

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