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“We are truly a one-stop brand. We cater to all aspects of building a lingerie wardrobe: basics, fashion, loungewear.” —Souad Sinai
Founded in 2013, Addiction Nouvelle describes itself as “modern minimalism at its sexiest”. The brand artfully blends together sheer meshes and lace, to create glamour you can wear on a daily basis. “We balance breezy, sophisticated sexy with a sense of play, and comfort without sacrificing style. Our collections define lingerie at its absolute best,” says Souad Sinai, the brand’s CEO.
The label is targeted primarily towards 30-something women who enjoy treating themselves to something indulgent, and who expect a certain level of quality and fit from every purchase. As Souad puts it, “The woman who invests in luxury for herself, her own pleasure, is the Addiction Nouvelle woman. Our silhouettes are flattering, the styling is vibrant and fresh, and the fit is impeccable.”
That said, the designs are very timeless. Women of all ages can appreciate the chic, sophisticated aesthetic, which includes not just stylish bra sets but also basic lounge pieces such as tees and camis that double up as daywear. What’s more, numerous collections include both wired and wireless bra options, to cater to different tastes.
Douceur Lounge Collection
There are a few things though that really set Addiction Nouvelle apart. One is their strong focus on comfort – although they strive to make all of their lingerie a delight to wear, the Douceur lounge collection takes it to the next level. Made in Portugal, it uses a micro modal fabric that’s ultra-soft. “Our loungewear fabric is so soft and wearable, slipping into any one piece will make it your new favorite item to luxuriate in,” says Souad. That it’s natural and eco-friendly too is just a bonus!
Then there’s the fact that all of the laces Addiction Nouvelle uses are exclusive to the brand. So from the spotted floral of the Flock collection to the geometric pattern of Rendez-Vous, you can be certain you won’t be finding these designs anywhere else. Perfect for the discerning customer, and a key selling point for retailers, too.
One-Stop Shop Lingerie
Addiction Nouvelle also stands out for being one of the few brands to have something for all occasions. “We are truly a one-stop brand,” says Souad, “We cater to all aspects of building a lingerie wardrobe: basics, fashion, loungewear.”
Among the collections, you’ll find everything from simple, plain-mesh bralettes to pretty babydolls and even tutus! Night At The Opera is my favorite range, offering up a modern-looking bra set alongside a lacy slip skirt that transforms the look into something a touch more retro.
Other must-see ranges from the fashion collections include Bottle Caps, a contemporary mix of fishnet and criss-cross lacing; Too Hot to Handle, a lace and mesh concoction in racy red; and Libertine, a sultry blend of fishnet and figure-hugging satin.
For the bridal customer, Gone With The Wind is simply divine. It’s made from pale gold satin and sheer lace and adorned with little tassels, and also includes a boned tutu trimmed with layers of frothy, light pink mesh.
Jawbreaker, a much more delicate range than the name suggests, incorporates floral lace and cute shoulder caps in an all-white color palette. And also in white, Steel Magnolias offers two classic silhouettes in beautiful, leafy lace.
Calling All Retail Buyers
For trend-seekers and retail buyers, the Glamour collection is also one to know. Including a wired bra, bralette and soft-cup babydoll options, it’s distinctly minimal and made from ultra-sheer mesh, a key lingerie trend for the year ahead.
Addiction Nouvelle will be showcasing their new collections, including the lace-trimmed Douceur Dream line, at CURVENEWYORK in February. “This season, we have some stunning babydolls and bodysuits,” says Souad. As for what’s currently most popular, she told me their bralettes and loungewear are both bestsellers, reflecting current trends in the lingerie market.
The brand is already stocked across the US, Europe and Asia, including both specialty stores and major retailers such as Nordstrom, Saks, Anthropologie and Free People. Sizes include 32-36 B-E and XS to XL, and retail prices range from $55-115 for bras and $35-73 for bottoms. The Douceur modal lounge line runs from $65 for shorts through to $142 for a lace-trimmed robe.
Learn more about Addiction Nouvelle