Comfort Is The New Luxury - 140 years of Hunkemöller
For me, a good start to the day is essential. As if I roll out the carpet for everything that is to come. First action: making my bed so neatly (at least, that’s what I try) that the staff of Downton Abbey would give me an approving nod. Then a ritual shower (is there anything better than showering in the morning?) and then choosing the lingerie of the day.
Beautiful lingerie: the invisible push in the back
Nice underwear that offers both comfort and gives you a sense of luxury, just like Hunkemöller does so well, is important to me. Maybe no one sees it, but you feel it; lingerie is our first layer of confidence, after all. My mother always said: take care of beautiful and matching underwear. You never know what might happen that day, and then you are prepared. Her less cheerful interpretation of the whole was: suppose I ended up in an ambulance and then on an operating table, at least I would look neat. I have always remembered it anyway, and I also enjoy a perfectly organized lingerie drawer. Although honesty compels me to say that not everything is always in the perfect position for me, but if it is, then I am a happy person.
Luxury lingerie for a reasonable price
What I like is that you don’t always have to be completely bent out of shape for luxury lingerie that is both supportive and comfortable. Hunkemöller is an affordable luxury brand, and that’s exactly how I like to see lingerie.
140 years of Hunkemöller: from corset to comfort
Did you know that Hunkemöller is celebrating its 140th anniversary this year? In 1886, the first little shop opened in Amsterdam, at the corner of Leidseplein, and back then it was still corsets. Meanwhile, Hunkemöller is the lingerie specialist of the Netherlands and in 25 (!) other countries. And that can only happen if you are truly exceptional as a brand. Not only in fit but also in advice: in the store, they help you until you have a bra that really fits. And whether it’s about lingerie, loungewear for women or pajamas for women (I am CRAZY about Hunkemöller’s pajamas), comfort is always a priority, without having to compromise on style.
The real woman at the center
What I also find very beautiful is that they embrace the real woman: from Jill Kortleve and Monica Geuze to Holly Mae Brood. Women with character, in all shapes. Women who stand for something, with an inside that is at least as spectacular as their outside.
My tip: the wireless bra
My latest purchase from Hunkemöller, and that’s also a huge tip, is their Super Comfort Bra. It provides enough support but has a lot of flexibility.
The Heritage Collection and the anniversary exhibition
Anniversaries should be celebrated, especially when you have been enhancing women’s lives for 140 years. That’s what they do at Hunkemöller. That’s why there is the Heritage Collection, a limited collection whose origin is highlighted in the anniversary exhibition.
It can be seen from September 25 at the International Theater Amsterdam, at Leidseplein. The exhibition shows the development of lingerie from the late nineteenth century, with historical designs, pieces from its own archive, and a collaboration with Vogue Netherlands.
The pièce de résistance is a couture piece that Hunkemöller developed with Tess van Zalinge. She combined fabrics from the Heritage collection with materials from her own collection and was inspired by the construction of one of the brand's earliest corsets. Earlier this year, they also collaborated with Lou de Bètoly, a designer who combines French femininity with Berlin rebellion.
Comfort is the new luxury
What it comes down to: Hunkemöller is an institution that continues to renew and adapt itself to the times and to our wishes, always keeping comfort, luxury, and style in our daily lives in mind.
I say: cheers!
