softandwet is on a mission to change the way we think of lingerie by creating pieces that are both aesthetically beautiful, but also incredibly comfortable.
softandwet is an independent label based out of Italy that is best known for its lingerie and swimwear. The brand's frilled silk undergarments feature chic, modern silhouettes, but never sacrifice comfort for a particular style or shape. The brand also keeps things simple with more muted hues like deep greens, pastel blues, creams, and browns.
And it's not just comfort the brand is committed to. softandwet also puts ethical and eco-friendly practices at the forefront. softandwet sources its Italian fabrics locally and produces its garments in small batches to avoid waste. The brand also works with local artisan women to offer fair wages and safe working conditions.
Frilled Italian Lingerie Collections
softandwet Makes Beautiful Lingerie with Comfort in Mind
Trend Themes
1. Comfortable Lingerie - The emergence of more comfortable lingerie by brands like softandwet provides an opportunity for disruption in the lingerie industry.
2. Sustainability in Fashion - Softandwet's focus on eco-friendly practices in lingerie and fashion creates an opportunity for innovation in the sustainable fashion industry.
3. Localized Production - Small batch and locally produced fashion and lingerie, like softandwet, provides an opportunity for disruption in the traditional mass production fashion industry.
Industry Implications
1. Lingerie - The focus on comfort in lingerie, like that of softandwet, creates an opportunity for disruptive innovation within the lingerie industry.
2. Fashion - Softandwet's eco-friendly and locally produced clothing provides an opportunity for disruptive innovation within the sustainable fashion industry.
3. Artisanal Production - Brands like softandwet that work with local artisans and produce in small batches provide an opportunity for disruption in the traditional mass production fashion and textile industry.