Adore Me expands loungewear and debuts first men's underwear
New York-based intimate apparel brand Adore Me has expanded its loungewear offering with a new collection and moved into a new product category with the launch of its first-ever men_s underwear.
Building on its current loungewear offering_ the new collection_ named _Soft Touch__ features more than a hundred styles in three fabrics: Jersey_ rib cotton_ and pointelle. The new loungewear line includes essentials such as t-shirts_ wide-leg pants_ cami tops_ and rompers_ as well as bralettes and underwear in three fabrics.
“Adore Me is rooted in lingerie_ which requires a lot of attention to detail — and we_ve carried that over to the fit of our loungewear_” said Dani Huxley_ Assortment Director at Adore Me_ in a statement. “Fabrics were our starting point_ because comfort starts with how a product feels against your skin. With Soft Touch we_re introducing our most comfortable styles (including men_s underwear) at our most comfortable price point.”
Available in sizes XS to XL_ all items in the Soft Touch collection retail for under 50 US dollars for VIP members. The collection also includes the introduction of men_s underwear_ in the form of boxer shorts_ a first for the brand. To mark the launch of the new collection_ Adore Me has partnered with model and entrepreneur Jordyn Woods to star in the campaign.
“Feeling comfortable in what I_m wearing is so important to me_” said Woods in a statement. “It impacts my confidence and how I feel about myself. This collection is called Soft Touch for a reason! The fabrics are so plush and cozy you won_t want to take them off.” The new Soft Touch collection is now available online at adoreme.com and will launch online at retailers Macy_s_ Nordstrom_ and Target on September 8.
Adore Me was established in 2011 as a direct-to-consumer_ online lingerie brand for plus-size women. Since then_ the brand has grown_ expanding into new product categories for women and men of all sizes_ and becoming the first Certified B Corporation intimate apparel brand in the United States. In December 2022_ the brand was acquired by Victoria_s Secret & Co. for 400 million US dollars.