soma
Women-led intimates brand specializing in solution-oriented lingerie and cooling sleepwear for a mature demographic.
ORIGIN
USA
PRICE TIER
mid
SPECIALIZATION
WOMEN
Founded in 2004 as a division of Chico’s FAS, Soma Intimates was launched to fill a gap in the market for women who felt underserved by the overt sex appeal of competitors like Victoria’s Secret. Based in Fort Myers, Florida, the brand is led by an all-female design team that prioritizes comfort and "solutions" over trends, focusing on common fit issues such as back smoothing and temperature regulation. Soma is best known for its proprietary innovations, including the "Vanishing Back" bra technology and "Cool Nights" sleepwear, which uses breathable fabrics to combat night sweats—a direct appeal to its core demographic of women aged 35 and older.
Featured Items
Convertible Shaping Cami
$24.99
Convertible Shaping Cami
$24.99
Cozy Socks
$12.00
High-Waist Brief
$55.00
U-Wire Tankini Top
$90.00
Learn More
Soma Launches Brand Refresh with a Strong Message of Inclusivity and Comfort
Coverage of Soma's major brand evolution and 'It Starts Within' campaign, detailing the leadership vision behind their shift toward inclusivity and modern femininity.
Intimate apparel brand Soma launches brand makeover
Industry reporting on Soma's strategic rebranding efforts, including the evolution of their logo and the introduction of sustainable eco-yarn collections.
Soma launches Bodify smart bra based on three years of consumer research
An in-depth look at Soma's design philosophy and innovation strategy, featuring an interview with VP of Design Holly Wilson about the 'Bodify' launch and the brand's solution-oriented approach.
Our Story - About Us
The brand's official history outlining its 2004 founding as a division of Chico's FAS and its mission to provide a comfortable, solution-oriented alternative to traditional lingerie.