This popular, venerated Japanese brand just launched three stores in New York.
Popular Japanese intimates company Bradelis landed stateside last Friday, canvassing New York with three new stores in Nolita, Gramercy and Flushing. (Side note: Formerly known as Ripplu, the latter two locations actually relaunched under the name Bradelis.) We attended the opening party for their charming Elizabeth Street flagship, where we were treated with bubbly, bites and bra fittings.
Finding the right bra is complicated, frustrating business for most women. As an intimates editor, I thought I thoroughly understood and had mastered the art of proper fit. That is until the Bradelis fit specialists got their hands on me, literally.
Bradelis is known for their 3-step fitting system. Step 1: Admit that you have a problem – your bra doesn’t fit. Okay, that’s more like step 0 but, nonetheless, the right mindset to have when you step into any Bradelis store.
The actual process involves “training” your breasts into shape, thereby preventing (or prolonging) sagging and other inevitable issues. Want just a lift? Get a Step 1 bra. Want a lift and a boost? Get a Step 2. Want some va-va-voom cleavage? Get the miraculous Step 3. Wearers can jump ahead to their desired outcome or gradually work their way up the ladder.
Did you know that the fat surrounding the main breast tissue, including the dreaded back fat, should be taken into consideration when looking for a bra? Not only was I wearing the wrong size, but I was wearing my bra incorrectly. Securing the right fit involves scooping that mass up and into cups – instructions here. In my case, this bumped me up by almost two cup sizes. The 3-step system helps get everything into place, although – already impressed (and shocked) by how much cleavage I was rocking – I opted for the tamer end of the push-up spectrum.
Aesthetically, Bradelis’ lingerie leans towards the feminine and romantic, favoring a very French, Marie Antoinette-esque sensibility. This means sweet florals, tasteful ruching and a few ruffles here and there. Other than their own brand, they also stock a well-curated selection of styles from the likes of Chantelle, La Perla and Le Mystere.
The intense Bradelis bra-fitting experience is like no other, and I recommend it to anyone searching for a new bra or who is just plain curious. Just be prepared to be blown away. For more, visit bradelisshop.com.