La Nouvelle was founded in 2014 by Alix and Aurélie, with the aim of designing lingerie that was both comfortable and feminine. The forerunner of the “slow bra” movement, La Nouvelle offers a more comfortable, “slower” way to wear a bra. Since its inception, La Nouvelle has advocated for a comfortable, “second skin” style of lingerie.

In addition to the comfort it offers, La Nouvelle lingerie is also very much a fashion accessory, thanks to its signature detail – the gold, silver or coloured lurex strap that unashamedly reveals itself. This is underwear that doesn’t shy away from the spotlight.