February 27, 2018 @ 10:00 AM

Many people fear change. But change can be good, if done correctly. In the wake of Jenna Lyons‘s departure from J.Crew after a whopping 26 years at the helm, the brand is proving this theory to be true by strategically expanding its product offerings and catering to a more modern millennial customer, à la Madewell. Last month, the retailer launched Playa, a 20-piece range of retro-inspired swimwear in decidedly sexier silhouettes, meant to be mixed and matched, and partnered with WeWork and LinkedIn on a female-driven campaign focused on power-dressing.

Today marks the arrival of Intimates by J.Crew, a collection of affordable bras and underwear priced from $13 to $36. To create the entirely new product category, the brand’s in-house design team looked to some of its top-selling swimsuits and made the pieces from mesh and the very same soft cotton as J.Crew’s T-shirts, which gives a whole new meaning to the concept of a T-shirt bra. Among the styles included are underwire bras, plunge v-neck bras, and bralettes with special side panels meant to conceal side boob (because, let’s be honest, what’s more annoying than side boob?).

RELATED: Julianne Moore & Molly Ringwald’s Daughter Modeled for J.Crew

Scroll through below to shop our favorite styles, available now at jcrew.com.



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