Marseille-based lingerie label known for its signature lurex straps and comfortable, wire-free 'slow bra' designs.
ORIGIN
France
PRICE TIER
premium
Founded in 2014 by Alix de Moussac and Aurélie Grandemenge, La Nouvelle is a Marseille-based lingerie and swimwear brand that pioneered the "slow bra" movement. Rejecting the constraints of traditional underwires and padding, the label focuses on soft, "second skin" silhouettes that celebrate natural body shapes without reshaping them. The brand’s defining aesthetic feature is its signature lurex straps—glittering bands in gold, silver, or copper designed specifically to be seen as a fashion accessory rather than hidden beneath clothing.