For a brand that built its reputation by shielding young teens from the over-sexualization of the lingerie market, indie upstart Yellowberry faces a delicate challenge in launching its first swimwear collection this week.
Kristina Loggia for Yellowberry
The lingerie industry is disproportionately propped up by two annual sales-driven holidays — Christmas and Valentine’s Day — but Mother’s Day is where its heart lies.
Getting into a big department store is a milestone in the life of any young fashion brand, and Yellowberry, the Wyoming-based startup that reinvented the tween bra category, is starting at the top.
© Kristina Loggia
You’ll never see the face — or the bosom — of the bra model in the photo above. And viewers will never know the identity of the girls in the images below.
Megan Grassell‘s very good year just got a lot more awesome.