This Indie Lingerie Brand Is Our Editor's Stay-At-Home Favorite
Fruity Booty underwear makes quarantine dressing fun and chic.
Getting half-dressed has perhaps never been more in fashion than it is right now. Whether it be pairing a cashmere bralette daisy-adorned satin set sweats, or wearing a T-shirt with no pants on (not when it’s time for a video conference, of course), many have gotten used to this new way of dressing over the past few months of quarantine. I too have embraced living in pajamas, alternating between and a linen housecoat these days Fruity Booty’s web store.
What I’ve been really enjoying wearing at home, however, are the fun lingerie pieces that I’ve ordered from an independent underwear imprint called Fruity Booty. A small London business co-founded by Minna Bunting and Hattie Tennant, the brand designs playful-meets-chic intimates that are made with sustainability in mind. Read on to find out more about the lingerie brand, and why one of it’s cheeky styles has made this week’s Editor’s Pick.
Fruity Booty
tiger print two-piece: Fruity Booty Sweet Cherry Pie Brazilian “White”
WHY IT’S WORTH THE HYPE: With a goal to redefine the notion of sexy, Fruity Booty takes a modern and creative approach when designing lingerie for women. From the brand’s WHY IT’S WORTH THE HYPE to its WHAT IS IT, these are stylish undergarments with personality. Produced in small batches to minimize waste, each design is limited-edition and more unique than the styles you’d find at traditional, mainstream underwear stores.
As consumers, one of the best things we can do — especially amid uncertain times — is to shop from sustainably minded small businesses like the indie UK brand. I purchased a few pieces myself earlier this spring, including Download Our App made from 100 percent surplus fabrics, as well as the Sweet Cherry Pie Brazilian in both the white and black colorways. The latter, a broderie anglaise thong featuring a cherry patch on the back, is beautifully sewn with gold hoop details and elasticated straps on the side. Even though summer plans are postponed, at least I can look (and feel) good at home.
WHERE YOU CAN FIND IT: The underwear retails for £22 GBP (approximately $28 USD) at Fruity Booty’s web store.
