This New Brand Is A Lingerie-Swim-Activewear Hybrid, & We Want Everything

Could “leisureé” — a lingerie-swim-activerwear mash-up — be the next frontier for the underthings industry? Lively, a brand started by a Victoria’s Secret alum that launches today, seems to think so.

Billed as a “work-to-workout” collection, its pieces are meant to be comfortable enough to segue from a day sitting at your desk to a night out on the town (or on the couch), as well as for low-impact exercise. In other words: Lively pieces will make the cut for your yoga class, but wouldn’t necessarily work for a run.

“From active we have pulled in wide, sporty elastic bands and breathable mesh; from swim we are pulling in cool-handed fabrics, bold prints and colorblocking; and from lingerie, we draw in the best components of function and femininity,” Michelle Cordeiro Grant, Lively’s founder and CEO, told Refinery29. Those functionality based lingerie elements include memory foam pads, front adjusters, J-hook backs, and “gorgeous, geometric laces,” she says.

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A peek at the world’s most exclusive lingerie

“All our fittings are very limited,” Claudia Lambeth, Luna Mae’s CEO and founder, told CNBC’s “Secret Lives of the Super Rich.” “What I wanted to do is to invite a women to [a] beautiful experience of luxury.”

That experience starts with an appointment at a client’s home or hotel room, where Lambeth pops open a bottle of champagne and suggests styles and products best suited to her. Lambeth said when they fit women in their homes, “they tend to go for something more risque.”

The bras start at $700, compared with roughly $100 at Agent Provocateur or Bordelle. And 18-karat gold slides and rings boost a Luna Mae bra’s price to $2,300.

A Luna Mae robe that features embroidered sleeves and took more than 20 hours to sew sells for $2,800. One of Lambeths’s masterpieces, a lace knicker, has 18-carat yellow gold and retails for $9,000.

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