New Zealand lingerie brand Videris is extending its range this month, welcoming the new ‘Sarah’ bra, two new purposeful colours – Maven and Bold, and the highly anticipated embroidered ‘Blossom’ capsule.
Hailing ‘comfort is king’, Videris quickly gained popularity since launching into the market late last year. The brand aims to empower women everywhere to mindfully choose their lingerie.
Founder and designer Chloé Julian has designed lingerie for Rhianna, Stella McCartney and Agent Provocateur, and stopped wearing underwire in 2014 when she was pregnant with her son.
Like all Videris Lingerie, the ‘Sarah’ bra is a soft-cup style, with the addition of a new, flattering, scooped sweetheart neckline. The small U-wire centre front pays tribute to the hero ‘Angela Bra’, with gathering detail that allows flexibility during natural cyclical fluctuation and a supportive underbust cradle following the natural curve of the breast.
“The Sarah Bra is particularly comfortable for a heavier bust that needs relief from the traditional elastic shoulder strap,” says Julian.
“The cup fabric extended up to a wider fabric strap allowing for the weight of the breast to feel more supported. Simultaneously, the cradle shapes to follow the bust at the side seam, which celebrates the curve of every shape.”
The brand’s unique use of colour psychology encourages a morning daily ritual of ‘checking in’. When selecting your lingerie, Videris asks, ‘how do I feel or how do I want to feel today?’. This message of intent continues with the new colourways.
Maven, dark navy indigo, promotes intuition, wisdom and articulation. It also connects you to your female intuition. Bold, the striking passionate red hue symbolises energy and emotion. Commonly associated with sexuality and intimacy, Bold was intentionally chosen to secure the wearer with a sense of confidence, encouraging a modern take on desire and passion.
At the core of Videris Lingerie is their commitment to environmental consciousness. Every style is made exclusively from biodegradable TENCEL, a natural fibre made using sustainability-sourced wood pulp. All Videris elements are also Oeko-tex 100 garment certified, an award only given to garments 100% free from harmful substances.
Made with a factory in Sri Lanka that Julian has personally visited and selected, Videris’ conscious manufacturing and high ethical standards of employee welfare also support their local community through regular financial contributions to improve medical care in the local hospitals.
All new styles will be available online from late-June.