Support System: The Brand Changing The Way We Shop For Underwear

By Astrid Carter | 22nd June 2021

Created in partnership with Nudea

Like the rare perfect pair of jeans or fit-like-a-glove blazer, finding the right bra can be a long and arduous   process. That’s until now, as lingerie brand Nudea is revolutionising the way we shop our underwear drawers.

With a completely virtual fitting process, a sustainable ethos and designs that marry function and style, Nudea is the thoroughly modern underwear brand we’ve all been waiting for.

Read on to find out more and to shop a 20% off the brand, exclusively for The Handbook readers…

From the ridiculously pointed ‘bullet’ bras of the ‘50s to ‘90s push-up adverts that literally stopped traffic, bras haven’t always had our backs, or our breasts for that matter. Recently however, the products lining our underwear drawers have taken a shift towards comfort and a more natural aesthetic, supporting our breasts like (or as close to) the way nature intended. 

From the ridiculously pointed ‘bullet’ bras of the ‘50s to ‘90s push-up adverts that literally stopped traffic, bras haven’t always had our backs, or our breasts for that matter.

Nudea is a brand at the forefront of that, offering soft support and redefining what feels sexy. Think about that bra-off feeling at the end of a day but while you’re still wearing one. Magic, right? Want to find out more? Here’s everything you need to know about the lingerie brand everyone is talking about…

The brand

Nudea has a simple mission: to create supportive and functional underwear that looks great but, most importantly, feels amazing. This is achieved through data. Yup, who’d have thought that simply asking women what they want in a bra, what feels good and what’s missing, could lead to a nation of well supported busts? The brand has taken cues from over 6,000 bra-wearers to create a custom diagnostic fitting process – essentially a way to fit you at home to find the perfect style, size and shape for your individual needs. 

The fit

Shockingly it is thought that around 80% of women in the UK are wearing the wrong bra size. Add to that three lockdowns and store closures, and I imagine the majority of bra-wearers haven’t had a fitting in well over a year.  Getting your boobs sized up is not top of the list of what we want to be doing come the weekend, but Nudea take the faff out of fittings, with a trio of virtual Fit Tools. 

First up, a 60 second Online Quiz to find your perfect fit, and secondly, their personalised Visual Fit Consultations that put you in front of a bra expert from the comfort of your own home. Done over Zoom, one-to-one experts are on standby to answer any questions you may have and guide you into the perfect fit. Plus, it’s all completely complimentary. 

Lastly, there’s the brand’s revolutionary Fit Tape, a self-measurer to be used at home. For the cost of just £5, which is redeemable against your first order, the Nudea Fit Tape® empowers you to self-measure at home with easy-to-read coloured zones to guide you to a perfectly fitting bra.

It takes out the awkward in-store visits, the complicated sizing conversations and calculations that come with bra fittings. The tape has been custom-created based on data-driven realness from Nudea’s in-house research, making old school measuring tapes and physical fittings a thing of the past.

The style 

With support also comes style, as when it comes to bras, the two needn’t be mutually exclusive. Offering sizes 30A to 38GG, Nudea put inclusivity at the forefront of their designs, whether you’re after full coverage, plunge or something non-wired and everyday, and no matter what size bust you have. 

Look to the brand’s best selling Sheer Deco collection for the ultimate bra that brings the two together.  The range of translucent, geometric fabric bras and briefs fit seamlessly under clothes, and if you’ve ever tried to put a pretty lace bra under the perfect white tee, you’ll understand that the two don’t always go hand in hand. Sheer Deco offers a smooth, comfortable finish – it’s essentially the perfect all-occasion bra. 

The dedication to sustainability

Made from premium, recycled fabric, Nudea’s bras and briefs are thoughtfully designed and come with an ethical conscience. The 43-strong collection doesn’t play into fast fashion, there are pieces designed to last – look after them and these will be part of your underpinnings for years to come. 

The cost

The collection starts from a very reasonable £15 for briefs and £45 for a bra. Plus, Nudea are giving The Handbook readers an exclusive 20% off orders and a free Virtual fit session with one of their experts.

Use code HANDBOOK20 for 20% off bras and briefs – one use only – available until 31st August.

Shop our favourites from the collection below…

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