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Tell Freya What YOU Would Like to See!

Image via The Resolve Project 
Sweet Nothings and I went to Eveden's New York headquarters on Friday to discuss their company news, the Spring/Summer 2014 bestsellers and to share the feedback we've received from you guys through blog comments and social media. Unsurprisingly, the conversation quickly turned into a lengthly discussion about Freya and we touched on a lot of elements I've written about here, including their lackluster look books and strong competition in the youth market. We gave Eveden an ear full about how we'd like to see Freya's focus to change and the direction we think Freya should consider for the the future.

At the end of the meeting, they asked us, "Do you think these ideas capture what your readers have been saying?" and we both said yes, however it got me thinking about how to create real change. Our individual opinions can be casually brushed aside by these international companies, but if we speak in one distinct voice as a community, it's tremendously powerful. I've decided that after I conclude my series on Freya, I'm going to gather all the comments on these posts, organize them by subject and send them to my contacts at Eveden. Therefore, if you see something in the Freya posts or comment threads that you agree with, please include a little note that you seconded the idea. Or, if someone hasn't mentioned a design concept or fit change that you'd like to see, mention it because maybe someone else feels the same way.

My next post will be on Freya's aesthetic design, one in terms of what we'd like to see in their basics and another on their fashion. I'm also thinking of including two more, about fit and technical innovation. Are there any other BIG issues with the brand that you'd like to discuss?

46 Comments

  1. This might not be exactly what you're looking for, but I'm dying for Freya to make their band sizes truer to real size. I am so sick of having to go down to a 28 in Freya when I wear a 30 in literally every other company I've tried.

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    1. No, no, no! That's EXACTLY the type of feedback Freya needs to hear and there's a whole lot to comment on, from big stuff with size to, hey why does everything need a bow??

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    2. THIS! Please make a true-to-size band. If people in 30 have to go down to 28 in Freya, what do I, a 28 wear then? :(

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    3. Thirding this comment. Some Freya styles run so large that a 28 band is actually a 34. They need to fix this and make true-to-size bands.

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    4. Yes, this. I measure at at 34 band, which in most brands is usually wearable though I tend to prefer 32s. With Freya, though, 34s are completely unwearable; I have to go down to 30 with them :/

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  2. Where I live, Freya is virtually the only brand that is ever available for me to buy (being a 28FF and all). I mostly own Deco's, along with a few balconette styles (Nina, Morning Meadow) and recently the Totally Tartan Denim longline. In terms of fit, I feel like the construction of the balconette styles is deteriorating... my Nina is great, and I still wear the Morning Meadow on a regular basis, but it is very shallow near the gore, and just a weird fit overall... the longline's cups are shallow, the gore doesn't lay flat, and maybe this is just because I'm slim, but the band is very uneven in terms of tension. The top of the band is pretty firm, where the bottom of the band is much looser... And, the band of the longline started out much looser in general.
    What I'm getting at is I think they just need to reassess their construction and fit on a lot of newer styles.
    I feel like they used to be such a pioneer in the full-bust market, so they should really step up their game and start being riskier. *cough* 26 BANDS *cough* (since that idea of Panache's fell through, apparently...)

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    1. Agree with the 26 bands!! Especially considering that Freya's 28 bands seem to be like 30s or even 32s in other brands!

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  3. You had a post about what we wanted a while back (http://www.missunderpinnings.com/2013/07/countdown-to-curve-basics.html) I would love for you to reiterate what I, becomingasexybeast, alltheprettydramas, & Yvette said. Bras for petites (and a line for talls too!), nudes that cover all the ethnicities, narrower gores (like stacked wires--or maybe even low/floating gores), bands that are true to size (with maybe some 26 and 28's), true plunges for those of us in larger cups (3" isn't a plunge thankyouverymuch), separate wires for EACH size, armholes that are scooped to match an actual human body, straps that are closer to each other, narrower wires for those of us with narrow frames, more interesting prints without any mesh/lace.....

    I think that pretty much covers the basics. Not that I suspect for even a second that they will listen, but I had some time to kill and it never hurts to try. ;-)

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  4. More androgynous bras! There are full-busted androgynes! The market is so saturated with femme looks that an androgynous full bust bra would be groundbreaking. I present androgynous, and while femme is nice some time, it's like there is nothing other than femme and boring in the full bust market. I'm not asking for a plain bra, I just want an androgynous or "manly" bra.

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    1. I am a heterosexual female, and I couldn't agree more. My preference is for more sleek, minimalistic styling, and I think a lot of women in Freya's target demographic would agree. I don't care for floral prints, lace trimmings, or "girlie"/"cutsie" details. The best example I can think of this "sleek" aesthetic are the gorgeous new "All Undone" offerings. However, I would also place the old Freya Arabella colorways, the Parfait Charlotte, and to a lesser extent the Bravissimo Alana in this category. These are all very different bras (modern, feminine, retro, and classic respectively), but they all alike in being UNLIKE today's mainstream full bust offerings.

      I wear a 28-30 band and a FF-G cup, and Freya is letting me down. I don't identify with the the more mature florals (or need the extra support and fuller coverage) that Fantasie offers. I don't care for Cleo's bright, funky "juniors" aesthetic (though their fit and price point are terrific). Freya's fashion offerings used to fill that gap, but now they just seem downright weird. They have a frankly bizarre "more is more" mentality -- clashing mixed prints, or print and lace and cutsie details galore -- that lacks any appeal for me. I personally don't care for padded cups (and I need a 28 in Freya), so I'm speaking mainly to their balconettes here, the styling of which couldn't really appeal less to me.

      It seems like it would be in keeping with their young, edgy brand image to offer styles with sleek lines and sharp edges. I have high hopes for the upcoming Marvel, which seems like at least a step in the right direction.

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    2. Could you try to explain what you mean in greater detail? What would an androgynous bra look like? Would something that is just a plain color with no lace or anything not count?

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    3. I agree whole heartedly with Aurora, especially about being stuck between Fantasie and Cleo. Please, please, sleek, clean, modern design (and I don't mean plain and boring). Design like Huit, shape and lift like Cleo, comfort like Freya!

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  5. I really wish Freya made more padded half cups, not to mention longlines, in G+ cup sizes. As a 30GG/30H, I've been lusting after many of the longlines for several seasons now! Plus, I know Freya makes them in proportionally larger cup sizes (like 38G), so there's really no excuse!

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    1. I agree, they do need more variety and i would love more padded halfcups as well and longlines with a size expansion..

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  6. Truer 28 bands and straps that don't dig into the underarms please!

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  7. I would love to see closer set straps, deeper cups, better wires in the ff+ cup sizes.

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  8. I second everyone who asked for true-to-size bands. When I buy a 28" band from Freya, I have to start the bra on the second set of hooks. That shortens the life of the bra.

    Also, more padded half-cups! Freya has a lot of unpadded balconettes (that I will not touch with a ten-foot pole because of the pointed shape they give) and the classic Deco but padded half-cups are pretty rare (and mostly derived from the Deco).

    And would it be possible to finally have a true-to-size Deco? Numerous people report that the regular Deco runs at least half a cup too big, if not one full cup too big. I've found this to be an accurate statement. So we have a bra that runs large in both band and cups. It's a nightmare when you have to buy online because there are no shops near you that carry the brand and would allow you to try bras on.

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    1. I've heart that the Deco runs large in the cups, too, but I think it depends on the characteristics of the breast. I will try to explain that: For women with full on top breasts the Deco runs true to size or is even a bit small. E.g. I'm wearing a 30G at most of Freyas unpadded styles but I need a 30GG for the Deco.

      But there are two groups in which the Deco runs large: First are women with less full on top breasts so there is a gaping in the cups. For these women it’s better to try a smaller cup size. Second group are women with cup sizes like 30E or smaller. In this group the Deco also seems to be too big and, in addition, mostly has not wide enough wires. The reason is that breasts in the size area of 30E mostly (but not always) need shallow cups and wider wires. But the Deco Plunge delivers exactly the opposite: deep cups and narrow wires - that's why it looks too big. I would not recommend to size down in this group because the wires would be far to narrow and poke into breast tissue. It's better to try the Deco Half Cup in this case (or other padded Half Cups from Freya), although it has a higher centre gore and unfortunately doesn't give the plunge shape like the Deco Plunge.

      Maybe it would be a good idea from Freya to make a second Deco Plunge Shape but this time with wider wires and more shallow cups. And, of course, the padded Freya Half Cups need more true to size bands and more 28 bands!

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  9. Elomie and Fantasie have a spacer fabric bra. I would love it if Freya made a spacer, balconette, plunge or half cup. I have trouble finding a more ridged molded bra (deco, ck smoothie, panache porcelain) that fits my shape correctly and I don't always want to be showing pert nipples. I would like to see some larger floral patterns similar to the new tutti rouge, all the Freya florals are so tiny. In fact, some stripes or other geometrics would be welcome. I would LOVE to see something very simple and clean like the Claudette dessous mesh. Maybe just a hint of pattern on the strap, bow or band/gore fabric.

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  10. What I would like the most is to see some longline bras in GG+ sizes! (True to size in band hopefully) And I know I'm not the only one.

    I would like to see a variety of different cuts, especially in the unpadded balconette sphere. I'd like Freya to revise the shape they give and aim for different looks.
    It seems like their bras are all made from 2-3 same boring cuts.
    Learn from Cleo, try to make more FOT friendly bras.
    And start playing with stretch lace some more.

    Apart from that, I'd like them to make wires for H+ cups firmer, they just arent supportive enough in bigger sizes.

    Also, I would like them to market their H+ bras honestly.
    Because something may be a deep plunge in GG, but when you go through to H cup it's a completely different bra.

    I would also want them to know that they are better at making bikinis then bras, both support and shape wise. But their bikini bottoms suck, especially in the pier line, and I would like more tie side bikini briefs introduced.

    And I definitley want to congratulate them in the comfort department. I love their materials, prints and especially comfort straps.

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  11. This is probably just me, but I really wish they'd stop churning out the exact same bras under different names. Like the Martha is the exact same model as the Patsy except in a different colours, and the same thing goes for last season's Babes in the Woods and the upcoming Flourish. :P I don't mind if they only have a limited range of styles. It's just weird that they seemingly have several names for the same thing.

    In all seriousness though, I really wish they'd stop using the term "nude" to describe their beige bras, and maybe think about featuring some WoC in their ad campaigns. Oh, and I do with they'd come out with a 26 band. I don't even care if they only produce it in one colour for each style. Some of us really need that size :(

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    1. I second the name thing, it is confusing. It would be so much simpler to call a bra cut one name and offer it in several designs, similar to what they are doing with deco. Also agree with the "nude" issue!

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    2. (Ugh. I've posted twice in a row with more or less the exact same thing so I thought I'd just put what I typed up below me here and make it look less dumb)

      I really wish they'd actually feature a more diverse range of models in their ad campaigns. If they want to make people feel good and beautiful with their lingerie, then I think the first step is to actually represent them, instead of making a very clear statement that their version of "nude" only covers a certain portion of the colour chart, and that their lingerie is intended for only one specific physicality. If their size range for bras goes up to a 38H, then they should absolutely feature a model who wears that size.

      Along the same lines, they should probably also feature models wearing higher cup sizes because it's obvious that certain bras look very different past a certain cup size. Based on the number of complaints I've come across, this comes across as an unpleasant surprise for a lot of people, and the difference in appearance is clearly not reflected enough in online catalogues (this might not be Freya's fault, but I have yet to see one campaign that doesn't feature a model in a bra with a smaller cup size).

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    3. Brilliant idea! I would love to see models with bigger cup sizes, too, so that we can see the difference in cut Freya often makes when a bra comes in GG+ sizes (like higher centre gore and cups that look more like full cups than balconette styles).

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  13. Would love boning in their longlines to stop them from rolling.

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  14. 1) Stronger wires. The gore is always pushed away from my chest even in the correct size. I can't even consider Freya as an option because of this, which is a shame, because I like their prints (Ivy in particular).

    It's hard to think of anything else, because I don't wear Freya. I did try on a longline because I was so tempted by it, but I found that it flipped/curled up. Clearly it needs some bracing/boning to prevent that. My ribs flare out directly under my underbust, so there's a lot of pressure for the longline to go up. It would be great if longline hooks were placed in angled lines, because I could wear a completely different band size 2 inches below my underbust compared to my underbust.

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    1. Agreed, stronger wires are a must.

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  15. I would suggest better padding on their wires.. Especially on unpadded bras.

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    1. Amen!! I also second your other comment below about photographing the bigger sizes too--it feels a little like being ripped off when the bra doesn't look anything like the advertised one.

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  16. Oh and i ABSOLUTELY insist they photograph models with bigger bra sizes since they only show the small bands/cups which are far from how the bigger bands/cups look.

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  17. Reasonable prices in Australia (seriously... the average price is shocking, really... $100+ for the Deco Shape Longline?!)

    True-to-size bands and cups... I got the Deco Shape Longline and it stretched to 30in instead of 28.

    24 bands and 26 bands! As well as going up to GG/H/HH/J in STRAPLESS and longline options. I got the Deco Shape Longline in 28G as I was desperate for a strapless (pref. longline) close to my true size, 24HH without having to custom order from Poland. I needed at least 2 cup sizes bigger. The cups were super shallow and wires super wide, even compared to a Ewa Michalak 26GG I had in my posession.

    Please, please, please make 26 bands at least... I just want cute bras, taking them in 1 band size is reasonable, taking in a '28' that stretches to 30 inches is just not suitable. I know numerous under 18yos (even my younger sister) also in 24+26 bands and Freya is just the style they're after, not lacy polish bras in red + black. We want Patsy, Flamingo, Hatty in Viola, Hello Dolly! Basic nude and black bras, strapless bras, longlines, red or purple or blue sports bras, candy-coloured swimwear! I think 26 Deco Wireless would be really successful in smaller (sub F cups) for girls looking for their first bra, especially in a pale pink or blue or green.

    Gorgeous bras, gorgeous models, gorgeous website. Missing the mark on sizes, naming (please stop making the same bras different names, it's super confusing). Freya has a huge chance to be the first UK mainstream brand with 26 bands, now that Panache has fallen through. We're still waiting, wearing ill fitting bras until better options are here...

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    1. A resounding YES larger cupped strapless bras!! Especially in plunging strapless styles--the styles of clothing today demand it, and there's a lot of us ladies who would be stunning in those styles if we just just find the right bra!!

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  19. Some thoughts on Freya Swim:

    I tried the Pier Halter Tankini some weeks ago but it had no fastening at the back so my breasts were only hanging at the halter around my neck. I really don't understand that, I got headaches after only a few minutes and of course I did not keep the Tankini. Please, Freya, put bikini fastenings at the back of your Tankinis (and Swimsuits, if they also lack them) to support my breasts and keep the weight away from my neck!

    Also, the bikini tops don't give enough support in the bigger cup sizes (like 32H oder 38G) - I've never seen the centre gore lay flat against the body in these sizes, which is a shame! And it would be more accurate to name the styles for bigger cup sizes "Balcony Bikini Top" instead of "(Deep) Plunge Bikini Top" as the centrer gores get pretty high.

    Apart from that - I really like the Sweetheart and Plunge styles in my Freya Swim size 30GG and they are comfortable, too! I also like the designs of lots of Freya Swim ranges!

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  20. I too agree with those who suggested true to size bands (or the addition of 26 bands). I wear a 28 so I'm basically sized out of Freya. I also find most of their styles quite dull. Perhaps I'm just not a fan of the youthful market, but even so, I'd much prefer a Tutti Rouge if I was buying on youthful style alone. The deco is fantastic, but wouldn't it be so much nicer if it looked like Tutti Rouge's Beatrice, or really, any of their AW13 designs? I, for one, am over Freya's cotton/polyester/whatever-they-are prints and would love to see some variance across their designs. I am not a fan of their lookbooks either, in comparison to say Ewa Michalak or Sunday Intimates, but that is not as much of a problem to me as everything else.

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  21. Some people are answering the question on Bratabase (in case you didn't know). Please consider incorporating those comments, too! :) http://www.bratabase.com/profile/j/adventures/2496/

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    1. Hey ae3nn, thank you! I hadn't seen that, I'll definitely try to include that in the feedback I give Eveden. :)

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  22. I wish Freya made bras based on their bikini top shapes. Freya bras generally don't work for me in terms of fit, but I love their sweetheart and plunge bikini tops, and they fit me perfectly. In fact, their plunge bikini tops are the only plunges I can wear. I'm not sure how much using a non-swimsuit material would change the fit, but I think it would be worth exploring.

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  23. Please, more sizes in the Deco. I was devastated when I gained weight for health reasons and didn't have any decent looking t-shirt/strapless bra anymore! 28J might be a stretch, but they could at least expand a few sizes?

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  24. Proper scaling of smaller band larger cup sizes. I am so excited for Sunday Intimates, Edwards & Millers, etc because I figure if they specialize in 28-34 bands their underwires won't be behind my armpits, my straps might be on my shoulders and there might be more than a couple of inches of elasticized band.
    I think Freya is in good position to tackle this problem. For one, they are obviously aiming at a younger market with their prints and bows and much of the sup-32 market is younger (myself not included but there you go) so better small-back sizes would fit with their vision. Second, they already do separate models for D-G and GG+ cups (in the unpadded styles) so they aren't married to the idea that a style has to be identical across sizes. Give up on sister-sizings right down to 28 bands and do a new, properly scaled design for 28-32.

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  25. Love to see more on gender wear

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  26. Super late to this party, but found this as I was trying to troubleshoot the Freya Deco plunge bra. I wear 32FF in Freya, but I do find that the cups gape quite a bit in the center, probably due to a) my girls are more widely set on my chest, and b) I'm fuller on the bottom than the top, so I don't fill out the cup so well. This gets worse as the band stretches out. I'm debating whether I should try this bra in the 32F, but without a store carrying the brand anywhere near me, it's hard to know. So my thoughts on the Deco are, perhaps:

    -A more shallow cup, or less wide cups, if that makes sense. The wire from the cup wraps almost to my back, and I think the cup is therefore too wide to give me any sort of push to the center, if that makes sense. And/Or, a bit of extra side padding of some kind. Also, the straps are rather widely set, which works okay on me because of my shape (hourglass), but again I think I could use more support from the side. Or maybe I just want/need a Deco (qualities: minimalist, elegant, classy, smooth under clothing) that's a balconette, since those suit my shape a little better. The one that works for me is the Freya Patsy, though I can only wear it under certain shirts because of the detailing. I would love a hybrid Deco and Patsy, honestly.

    So what I really want from Freya is a padded, perhaps half cup bra, preferably balconette, in a full range of sizes, including "double letter" sizes for and beyond FF. I don't want to go up to a 34 band if I can help it, since my underbust measurement is 31 inches.

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  27. Coming to this late, but remember the Lauren plunge? It has a gorgeous band and a single hook at the back, and when I wear it, it gives me the look of wearing a halterneck bra. That's a fantastic lift! I WISH, Lauren could be made into a front fastening, one hook bra, that can be converted into a low front bra with bra converter straps, and also have the possibility of becoming a halterneck bra, so we could wear deep V halterneck gowns and dresses. I do think this is possible. Will you please take this to Freya?

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  28. Freya Bikini Bra's band's are too big.
    I am disappointed with my purchase of 'freya calamity' halter bikini bra, I am a 28FF, the band gives no support as it is a whole size bigger, I measured against 'Hoopla' halter neck bikini bra which is also 28FF a good fit around the back and true to size. What happened ? why did Freya increase the band size when it was previously fine.I agree with all the others asking for true back sizes. The current 28FF bikini tops give no support. I am considering having a bikini custom made for myself as the only solution.

    Also why so many frills on the bikinis ? Too many flowery things, what about a more cool sporty look, something sleek and sharp..

    thanks

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