She Walks in Beauty (+ Light) to Launch Online

The new private-label collection will launch on Tuesday at Trueandco.com, an e-commerce site that specializes in bras and intimate apparel.

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Plan on getting your poetry fix of romance and unrequited love this fall?

Look no further than a collection of lingerie and boudoir fare inspired by one of Lord Byron’s most famous love poems, “She Walks in Beauty.”

The new private-label collection, called She Walks in Beauty (+ Light), will launch on Tuesday at Trueandco.com, an e-commerce site that specializes in bras and intimate apparel. True & Co. was launched in May 2012 by chief executive officer Michelle Lam, a former accountant at PricewaterhouseCoopers and a former principal at Bain Capital Ventures, who helped structure the customer-acquisition plan for the popular dress-rental Web site Rent the Runway.

Lam’s mission in the world of intimate apparel was to bring affordable luxury to consumers.

She commissioned designer Nikki Dekker, cofounder and designer of lingerie brand The Lake & Stars, to create a capsule collection of 10 modern yet edgy bras, undies and silk separates that retail in a range similar to Victoria’s Secret, but with a “designer lingerie” aesthetic. Suggested retail will be $24 to $94.

Dekker, who has been named True & Co.’s creative director, worked with Lam by utilizing the site’s unique bra-fit data that has an algorithm-based fit quiz to help women find the right-size bra.

“I love working with Nikki and this first collection we’ve done is very special. We developed our collection combining a modern aesthetic and ethos with incredibly detailed fit data that we’ve gathered from over 200,000 women. Designed by women for women is a cliché phrase, but we really are doing it,” said Lam. “Together, we’ve designed a bra that we know will fit, flatter and provide a totally new piece for any woman’s lingerie drawer.”

The pieces can be layered under garments both within and outside the collection, making it easier to transition from day to night. The collection — which includes a plus-size bra — features patterned straps, modern cutouts and contrast closures in a palette of black, charcoal, mint, nude and poppy.

Lam feels the poem refers to a transformational, illuminating experience which she compares to the moment a woman realizes the difference impeccably fitting lingerie can make in how she looks and feels.

Dekker said she found the lyrics of Byron’s poem, which include — “She walks in beauty, like the night, Of cloudless climes and starry skies” — to be “truly inspirational” in achieving the look of the new label.

“There were two sides, two opposites in the poem…lightness and darkness…that were projected to the reader. I like this pseudo idea, that a woman can be made up with all of these opposites,” said Dekker.

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