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Fashion / Lifestyle

This Little-Known Lingerie Brand Is Set for Cult Status

This Little-Known Lingerie Brand Is Set for Cult Status

When did you start your business, and why did you set it up?

Fruity Booty is a London-based lingerie and intimates label. Hattie and I launched it three years ago with the aim to redefine what was considered sexy in the lingerie space. We decided to create our own label to focus on celebrating the individuality of women and to produce a more creative, conscious and approachable underwear shopping experience for women.  

How have stay-at-home orders affected your business? How have your priorities shifted? 

As with most other small businesses, it has been a really scary and uncertain time. Initially, the most obvious effect from lockdown was on our supply chain. We faced massive delays and order cancellations, which was really frustrating, as we had been working on these collections and pieces for the past year. Luckily, we have amazing relationships with our factories and all the crazy-talented seamstresses. We have been working together to support each other and come up with solutions that ensure everyone is safe and financially okay. 

We also had to cancel all of our photo shoots and rethink how we were going to get content out during lockdown without going near anybody. I have actually loved this part, as I think as a team we have gotten way more creative. I wouldn’t say our priorities as a brand have changed, but our transparent values and cultivation of local relationships definitely feel more important than ever. We also feel more connected to our customers than ever before, and the support and encouragement they have shown us during this time have been pretty incredible.

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