What It Takes to Launch a New Bra Brand: Love Claudette Lingerie Review

  |   By Elisabeth Dale

What goes into developing a new bra brand? That’s what I hoped to uncover when I visited start-up Love Claudette, in Northridge, California.

Launched in August of 2011, Claudette’s colorful and feminine designs have been a big hit at the most recent lingerie trade shows. But their intercontinental connections weren't apparent from their headquarters’ more industrial location.Love Claudette was born out the creative efforts of two women from opposite corners of the world: Robin Levitt, Founder and CEO in the U.S., and Bok Goodall, Director of Brand Development, in the U.K. It took one phone call and a leap of faith to bring the two together.

Love Claudette isn't the first bra brand to be created and run by women. Half of all bra patents held are by those who struggle most to find the magic combo of ideal fashion and fit at an affordable price. Levitt and Goodall, with years of clothing industry experience between them on both sides of the pond, set out to fill a niche they saw in the A through G cup range. They wanted to empower today’s busy and now more busty woman with an affordable line of fabulous and well-fitting styles. That may appear an ambitious goal given the wide variety of body types across that category. But they have met my need for everyday support with a fresh attitude.

For example, the Claudette Dessous can be purchased in a variety of neon and animal print colors. The mesh fabric offers a smooth finish under my clothes and features a fun, little flirty bow detail. This is a great alternative for someone determined to stay on a padded or foam free bra diet. The bright palette is a welcome change from the staple of beiges and blacks in my own lingerie drawer. It makes a sassy statement no matter what I layer on the outside. And while modern and pleasing to my eyes, it also lifts my spirits by not breaking my intimate apparel budget. Bras are priced from $40 to $70. I can’t wait to try out Claudette’s Cool Cotton and the En Dentelle lace pieces, below.


Love Claudette fits bands 30 to 38 and cups from A to G. You can shop for them on two continents or online at Journelleand (see website for more outlets). I got a sneak peek at their 2013 look book photos and can’t wait for Claudette’s next splashy season. I love their simple goal of becoming “your new favorite bra.”

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Some might say you need real balls to start up a new business in these tough economic times. For Love Claudette, it took a pair of creative, determined, and very bright women who saw room for improvement in the lingerie world. We all benefit from their inspiration and collaboration.

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Breast and bra expert, author, and founder of My latest book, The Bra Zone: How to Find Your Ideal Style, Size, and Support, busts common bra fitting myths and helps consumers navigate the confusing world of bra styles and sizes.