The Auckland-based start-up has just launched with a range of carefully considered design details and an appealing palette and is set to shake up the local market.
Previously dominated by underwear brand Lonely, but with few other current options for independent fashion-led lingerie, OHEN is a welcome arrival for those of us that love a little bit of lace, but demand practical comfort too.
Underwear is a notoriously tricky avenue for designers to pursue because of the technical aspects to construction and fit (most of us have experienced the annoyance of a wayward underwire or falling down strap) , but OHEN has a respectable pedigree in that regard.
The label has been created by Anja Bucher and Lu Blade-Bittle. Bucher was lead designer at Lonely Lingerie for many years and has also consulted for local period underwear brand Awwa.
The brand has launched with four bra styles and four brief styles in three colours. The pieces are designed to fit diverse bodies and sizes (ranging from size 10-18, A-G cup) and are cut from mindfully sourced lace and Lenzing modal.
Passionate about what women require from their underwear, the pair aim to provide new solutions for women that want style, support and feel-good elements.
“We founded OHEN to address the ever evolving needs of women, gathering insights from women around us, this is for them,” says Blade-Bittle.
“After having my third child, I couldn’t find underwear that was functional, but also beautiful,” she says.
“Anja and I got talking and we knew there was an opportunity to create something that was not only technically considered, but embraced lace, and delivered an elevated design aesthetic.”
Each design is available in three colours: black, a soft camel hue called ‘toast’ and a stunning on-trend olive green hue called ‘fennel.’
Intended to transcend fashion’s seasonal whims and offer classic, elegant pieces that last well the pair say they nonetheless were inspired by elements of 90s minimalism and 80s Vogue editorials while coming up with the designs.
Fine tuning the technical elements required extensive development. The pair undertook 18 months of continuous sampling and fit testing, developed custom underwires and custom brushed gold hardware and added elevated elements like hidden slings for support, lightweight padding for coverage and bound leglines that minimise visible panty lines.
Sustainable elements are high on the list of considerations too, with garments cut from lace made up of 85% recycled nylon, and Lenzing modal – a bio-based fabric derived from beech trees. Both materials have a small amount of spandex (synthetic elastane) that provides the necessary composition for high performance needs.
The new line is available to shop now directly from the brand’s website. While underwear is typically an in-person purchase, the website supports online shopping with fit calculators, video, and design descriptors.
