When it comes to your top drawer, Soma’s Vice President of Design, Holly Wilson is our resident expert. She’s been in the industry for 28 years and she’s been with Soma® since we opened our doors 16 years ago. We recently had the chance to sit down with her to ask some of our most burning questions about our NEW Vanishing® 360 collection and why you need to add these pieces to your rotation ASAP!
Q: Why did you design these new styles?
A: At Soma, we are incredibly innovative in our approach to delivering the best solutions to our customers. Even with our most popular collections such as Vanishing®, we never stop thinking, “how can we make this better?” Our customers are also our biggest source of inspiration and new ideas. As her lifestyle and mindset changes, we know we also must evolve our offering. We recently heard from our customers that they’re looking for light, natural support, clean lines, no bumps in the back AND front, as well as everyday comfort and fit she can count on that will make her feel beautiful and confident. We took this feedback and created a bra that addresses all these needs!
Q: Let’s talk specifically about the Vanishing 360 bras — why 3 different styles? What makes each one of them unique?
A: Just like each one of our customers’ unique bra needs, each of the three bras in this new collection offers unique comfort and fit solutions that are an important part of her bra wardrobe.
- The Perfect Coverage back close bra has a soft, light pad that offers concealment and coverage but without added bulk. It’s truly the perfect t-shirt bra!
- The Perfect Coverage Front Close bra has the same amazing fit and feel in the cup, but gives the extra convenience of a front-close for those that prefer it as well as a fuller back panel for extra smoothing across the back.
- The Perfect Coverage Unlined Front Close bra is soft support without the pad. You get all the benefits of both the Perfect Coverage and Perfect Coverage Front Close, but with a more natural feel in the cups.
Q: Tell us about the innovation in the Vanishing 360 panties. What makes them stay in place?
A: If you’ve ever purchased seamless or raw cut panties from another retailer, you may have found the biggest challenge is that depending on your shape, they really ride up, which can be SO uncomfortable! We heard from our customers that they love our Vanishing Edge® collection, but were also looking for a completely seamless option that would also stay in place. With our new Vanishing 360 panties, we took that raw cut seamless design, and created an incredibly lightweight solution with an innovative exposed spandex back to keep them in place. They’re truly NO ride, NO roll and NO show!
Q: Why is it important for this collection to fit such a wide range of sizes?
A: Bras are not one-size fits all, and no matter your size, ALL women experience back fat, side bulge and bra lines showing through their clothes. More often than not, it’s due to an ill-fitting bra, or a bra that’s not the right fit for your body type. That’s why we knew it was important to design this bra to fit 43 sizes (32A-44G), so that many women can experience the benefits of this collection.
Q: What makes these bra and panty styles different from other “no show” and “smoothing” products in the marketplace?
A: The innovation in our Vanishing 360 bra is patented and the panties are patent pending, so you truly will not find this anywhere else! Our bra and panty designers are unique women – just like our customer. They are constantly seeking out the most amazing, innovative solutions that solve everyday problems and are beautiful, too! We even wear test all of our new products on hundreds of women at our home office with varying body types to get real feedback, so we can make adjustments prior to the products hitting our stores.