As editors of The Curvy Fashionista, we write about things we love, and we think you will too. We often have affiliate partnerships, so we may get a share of the revenue from your purchase.
Hold on to your lacy panties because we have some exciting news to share. Arula, part of the Altar’d State family of brands, has just unveiled its new Intimates collection featuring and centering its employees as role models. Get ready to experience a new level of comfort, style and empowerment with this new line of lingerie!
If you’re new to this brand, you might remember it as A’Beautiful Soul. Since its launch as a label, the company has quickly transformed into the plus-size brand, Arula. The brand name means “shining like the sun, shining, full of grace, a small altar, base of an altar.”
“We believe our name evokes a sense of warmth and comfort and celebrates our brand’s foundation, Altar’d State.”
Catering across a size 24, Arula understands the needs and desires of today’s fashion-forward plus size shoppers. Gone are the days when we had to compromise on comfort to look and feel good. Having more options gives us the space to explore and learn what we like, want and need in our lives.
So, as the weather warms up and we search for those softer, breathable and easy-to-wear intimate pieces, you need to take a look at what this brand has to offer with their new line of lingerie!
“Our guest wants effortless intimate apparel that makes her look beautiful, and we’ve seen a huge white space in the market,” said Dana Seguin, Arula Brand President and alumna of SPANX and Aerie. “The product closest to your body should be the most enjoyable. I’m thrilled that Arula is the number one choice in underwear for mid and tall consumers.
Inside the Arula “For Us, By Us” Campaign
Arula featured 10 team members of average height and above to model its “For Us, By Us” campaign to showcase the products on the women who helped create them. Often we don’t have the opportunity to see and learn about the people who create our products that we wear or we often wonder, “Did a plus size person design this?”
With this collection, not only do we get to know and see the people who created this option for us, but we can see WHY they did it.
“The industry mindset towards bras has always been that to get support you have to overbuild, and beauty is left out of the equation,” said Suzanne Marsden, chief buyer for Arula. “When designing the line, we felt that support and beauty are equally important, especially for the millennial and Gen Z consumer. This has never been done in the plus size industry. .
With this new Intimates collection we will have over 130 styles of bras, bralettes, underwear and loungewear to add to our wardrobe. Basically, we have options, y’all. You have the opportunity to play in Arula’s underwear that was literally designed with us in mind.
Taking inspiration from the brand’s fans and followers, the collection was developed based on customer requests and feedback. Bras, lingerie and underwear are all top search terms on the Arula website. The team received this as an indication that the plus size consumer wanted “Lovely soft and feminine underwear found at standard sized retailers.”
Arula’s lingerie line isn’t just about looking good; it is feel good too. The brand incorporated thoughtful features such as adjustable straps, breathable fabrics and seamless construction for maximum comfort throughout the day.
We all know the difficulty of dealing with itchy labels and irritating fabrics and underwires – well, with Arula, those days are long gone.
You can shop the New Intimates collection at Arula.com!
Not only does the brand offer options for your underwear, but you can also shop here, for all of your plus size clothing needs. From maxi dresses to jewelry, Arula also has options for the home and wide shoes!
AND. AND! They have 38 Arula stores across the United States! Be sure to check out the store locator to find a new place to shop in person and offline!
If it’s time for you to update your underwear drawer, will you check out this brand? Let us know what you think of this collection, this brand and this campaign in the comments below!