Embrace your individuality: a lingerie brand designed for you

We talk to Bendon designer Collette Smith about a new brand designed for you: Me. by Bendon. 

Gone are the days where a single supermodel represents a brand or a body that we should aspire to, which is why the new Me. by Bendon label is all about you. 

This essence is captured in the brand’s inaugural campaign, where the featured women were aptly hand-selected for their individual stories and values. 

Centering on individuality, Me. by Bendon encourages its wearers of bras, briefs and sleepwear to be themselves, whatever that means to them. Designed to support and enhance a wearer’s natural beauty, the lace and structure the styles feature are beautiful to feel and touch, yet supportive and designed to complement the natural form. 

With a range that goes from 10a to 16G, and a selection of both contemporary and classic styles from balconette, underwire, plunge, contour and soft cup, there is something for everyone. 

Speaking to Bendon designer Colette Smith of the lingerie house’s newest label, she explains it was created as part of a “journey to reset the future of the much loved Heidi Klum brand. As our royalty agreement was coming to an end with Heidi Klum, we recessed what a brand should look like in today’s world. No longer should one supermodel represent a brand, and having the perfect body is not what we all aspire to. So we created a brand that was centred on values, on encouraging women to be whoever they want to be, to believe in themselves and their individual expression.”

Bendon has been designing lingerie for over 70 years, with its designers focused on fit, as is the in-store shopping experience. Smith advises, “getting fitted with every purchase, your body can change so much over time, and different styles of bras suit different types of bodies and can fit differently.”

She notes that with bra design, not all bras can be all things to all individuals. This is why Me. by Bendon will continue to evolve to include wider size curves – “not all bras can cover all sizes, different design detail and structure is involved in increasing back and cup sizes”. 

We ask Smith if there are any myths about bras she’d like to dispel, and she notes that you may be different sizes across different brands, and your bras change shape with you over time, which is why your size may have changed without you realising. 

Shop the Me. by Bendon range here.