Who We Are

Figleaves started life as one of the original internet fashion businesses. In 1998 when we were founded there was little choice of lingerie styles and sizes on the high street, and even less knowledge of bra fitting. We were determined to change that.

We knew that women came in many glorious shapes and sizes but were largely being squeezed into a limited size offer of 32-36, A-C cups. And we also believed in the power of correct fitting lingerie to transform a silhouette and improve posture and health. So we offered, by contrast, almost 150 sizes - today that’s grown to over 200. To provide this choice of size, silhouette and price we offered a carefully curated selection of the best brands; from big name designers to niche and specialist collections. It would be impossible to stock such a diverse range in stores which is why we remain exclusively online.

Over the past two decades we’ve learnt a lot from you, our customers. This experience combined with our passion for fit prompted us to launch our own in-house collections of lingerie, nightwear and swimwear, all combining premium quality, fit and style and ranging from the pretty and practical, to the flirty and fashion-forward. Today our collections can be found in many of your favourite retailers – from ASOS to Next.

We’re pleased that today there are more lingerie and swimwear choices available to women. But while the market has made advances we have too, as we constantly innovate to ensure that we offer the best lingerie and swimwear experience available. We’d also like to think we can play a role in encouraging the industry to become more inclusive.

As a business largely run by women (from our CEO, to our 100 per cent female buying and design team) we are totally committed to making all women feel welcome. We know that includes catering for you throughout your important life events whatever they may be, and also catering for you whatever shape or size or ethnicity you are. It’s important to us that you feel visually represented when you shop with Figleaves. In terms of our photography that means featuring a wide variety of models and not air brushing out their wonderful lumps and bumps.

These are our aspirations – we think we’ve achieved some of them but we also know that Figleaves is on a journey. We have made significant progress, but there is more to do…