Our prayers have been answered, ladies. There is a new lingerie brand in town and this one is going to be your favourite. Hunkemöller, Scandinavia’s favourite underwear brand and Europe’s largest lingerie specialist is finally available online–and everything is right in the world again. ICYMI, Scandi-cool is still a reigning trend in the fashion world, and nothing says chic and sexy like good underwear. 2017 is largely deemed as the year of the Finnish concept of Kalsarikännit, or drinking at home alone in your underwear. And judging by the popularity if this brand in the Continent, Hunkemöller is definitely the go-to name to get that lingerie fix.
Here’s why the availability of Hunkemöller is important – this is a brand that KNOWS what women want. And no, that’s not their tagline. If this claim needs a testimony, then look no further than the exhaustive range they have made available. From sexy AF bras to loungewear so cozy you’d never want to get out of it, this brand has it all. What’s also important to note is the sizing. If you’re anything like me, you know what a task bra-hunting can be. The cute ones are never available in a realistic size and god help you if you are well-endowed–you’ll be stuck with something so ugly, it will make you lose faith in humanity and resent lingerie models for the rest of your life. Thankfully, Hunkemöller acknowledges bigger cup sizes and their lingerie is constructed keeping this in mind.
This Belgian brand has silently, but surely, conquered Europe in a way Roman soldiers would find impressive. With a legacy of 130 years, starting with a humble store in Amsterdam back in 1886, it now has a presence pan-Europe and beyond with around 800 stores in 23 countries. The brand has also roped in supermodel and ex Victoria’s Secret Angel Doutzen Kroes to be their brand ambassador. Apart from being the face of the brand, Doutzen has also designed capsule collections and brings her unique style sensibilities to the range.
True, good lingerie is an investment. Once you get your basics right, any outfit becomes #OOTD. But if you are going to shell out the big bucks for it, you may as well invest in pieces that are fun, sexy and high on comfort value. The crux of good lingerie is the construction of the piece. Think of it as akin to architecture; a good bra is supposed to give enough support but without compromising on the design. Hunkemöller gets this–the brand started off as a corset and bustle shop so it only follows that design is a top priority here.
Any woman worth her salt knows good lingerie is hard to find. And with Hunkemöller’s newfound online presence, comfort is a step closer. Kiss your paychecks goodbye and upgrade your lingerie game with these must-have pieces. Check out the entire Hunkemöller collection here.
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