French lingerie designer Chantal Thomass is leaving the brand she created in 1975, now owned by Groupe Chantelle.
The brand will launch with a pop-up in Topshop and is operating on a subscription-based model.
The nonprofit intimate apparel organization will recognize Kohl’s, Gelmart International, Pioneer Elastic Fabric Ltd., Dillard’s and more.
Cuup is one of many bra brands attempting to be the antithesis to Victoria’s Secret.
Cofounder Heidi Zak believes she can build a multibillion-dollar intimate-apparel business without physical stores.
The three-day pop-up will promote French lingerie brands.
Designer test-drives every item before adding it to the line.