Chico’s intimate apparel brand Soma announced a refreshed collection of intimates that, according to the company, embraces beauty, strength and creativity from the inside out.
“Now more than ever, women are seeking comfort and a good support system in every facet of their life,” said Kimberly Grabel, senior vice president of marketing at Soma. “We’re embracing our evolution and know a woman’s greatest strength lies within. The new campaign showcases an example of empowerment and modern femininity.”
For over 15 years, the women-led design team has crafted bras and panties, pajamas and loungewear that aim to make women feel comfortable and confident.
“It’s important for our logo to evolve as we do. We took the capital S of our previous logo, in Snell font, and turned it on its side – just as we have done with the new brand vision,” continued Grabel. “The flourish of the S symbolizes the curve of a woman’s body, the softness of our latest collection and the ability to shift into something new.”
The modern loungewear collection, Soma WKND, consists of multiple fabrications that are extremely soft and lightweight. Soma WKND also includes styles with sustainable eco-yarn that are comprised of soft recycled yarns made from plastic bottles which require less energy.
“We support our customer through all phases of her life and encourage her to find joy in the everyday details,” Grabel said. “Now more than ever, she is looking for comfortable solutions to fit her current lifestyle.”
