Soma launches new loungewear collection and brand refresh

Soma, an intimate apparel brand, has launched a new loungewear
collection, Soma WKND, and a brand refresh that embraces beauty, strength
and creativity.

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The collection is made with sustainable eco-yarn that consist of soft
recycled yarns made from plastic bottles. The clothing is made up of
multiple fabrications that are soft and lightweight. It is available in a
variety of colours and sizes, XS-XXL, and ranges from 34-89 dollars.

For over 15 years it has been Soma’s aim as an all-women led design
team to make bras, panties, pajamas and loungewear for women to feel
comfortable and confident. The brand does this by using a wide range of
diverse models and influencers, including various ages, shapes, sizes and
ethnicities.

Kimberly Grabel, senior vice president of marketing said: “Now more than
ever, women are seeking comfort and a good support system in every facet of
their life. 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.”

The brand’s refresh also includes a new logo. Grabel continued: “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. The flourish of the S symbolises the curve
of a woman’s body, the softness of our latest collection and the ability to
shift into something new.

“We support our customer through all phases of her life and encourage
her to find joy in the everyday details. Now more than ever, she is looking
for comfortable solutions to fit her current lifestyle.”

Additionally, the brand has introduced the Embraceable signature lace
bra and panty collection, Soma sensual sleepwear bras and panties, and the
Ebliss soft stretch panties.

Photo credit: Soma