Lovable

What's not to love about these gorgeous bras (right up to D Plus sizes) and briefs in fashion forward styles that fit beautifully? Former Miss Universe, Jennifer Hawkins, is both a Lovable Brand Ambassador and Consultant across the development of their ever-evolving lingerie lines and her fresh, natural appeal is a perfect match for Lovable's broad range of ultra-feminine, everyday comfort and active lifestyle intimates. With a solid reputation for creating fashionable, quality and affordable collections, Lovable has something for everyone - from cute boyleg and shortie briefs to flirty g strings and french knickers (and maternity shorties) to t shirt bras, the fabulous Invisibra, glamorous lacy numbers and fun fashion favourites.

Lovable - Innovating Intimates across Fashion Decades

We hear the words 'innovation' and 'technology' used often to describe the process of creating and evolving women's lingerie and it's easy to wonder exactly how much innovation and exactly what technology is needed for the creation of bras and briefs. But when you've been at the forefront of underwear design for as long as Lovable has, keeping a keen eye on innovation and technology across the whole gamut of changing women's fashions, is the secret to getting fit and style absolutely right!

The Lovable story really starts with Frank Garson Sr who, in 1926, established Beautiform, the forerunner to the brand, in a tiny loft in Atlanta, USA. The first bra they produced was, in keeping with the fashionable, boyish shape of the era's Flapper Girl, a constrictive piece of cloth that bound a woman's bust tight to her body and they named it The Flapperette.

As fashions changed , busts blossomed and by the 1930s bigger was definitely better! According to legend, a female clerk at Beautiform was shown some of the newly-created, latest fashion pointy-cupped bras and exclaimed "Lovable, oh so lovable!" and inadvertently re-named the brand.

Lovable - D Plus & Maternity

Today Lovable is still innovating and with so many fashions to follow, their mission is to create a broad range of designs in briefs and bras that work with a multitude of lifestyles, outerwear trends, figures, ages and occasions. In 2004 Lovable responded to customer demand for larger cup sizes and in 2005 they launched their first maternity line - selling out in weeks!

The Suddenly Shapely, Giselle and Yummy Mummy lines have stylish and feminine bras ideal for pre and post natal wear.

Miss Universe, Jennifer Hawkins in Lovable

The lovely Jennifer Hawkins took out the Miss Universe title in 2004 prompting Pageant Owner, Donald Trump to remark that she was "the most beautiful Miss Universe I have seen in many many years." Her win catapulted this down-to-earth, natural Aussie into the public eye and in 2006 Lovable invited her to be the brand's Australian Ambassador. Beautiful and ambitious, Jennifer is also an active advocate of promoting healthy lifestyles and positive body image in young women and her unpretentious outlook on life makes her the perfect representative for what she describes as "...a cute, girly and fun brand".