Affinitas is one of the most exciting new brands of lingerie to join the UK Lingerie family. Affinitas is also one of the newest and youngest designers in the world of lingerie as a whole too. Founded in 2005, this makes them one of the babies of the industry, yet taking a look at their designs would make you skeptical about that date. Their range is accomplished, tasteful and speaks of experience in design beyond their years.
Founded by three graduates of the University of Southern California in 2005CEO Ken Zhangwho studied business and two other graduates of logistics and design. These three important elements are vital to creating a strong brand and beautiful items of clothing. A lot of brands begin with a team of fashion lovers and designers first, and they make some gorgeous items, but knowing how a brand needs to work as a business is important too. All those names in the world of fashion that have a strong business profile end up with some of the strongest collections as a result, as they come to have a better understanding of what the landscape of the fashion scene is, what people want from their lingerie and what kind of features are proved to be timelessly popular.
Affinitas is a testament to this. Their work is grounded in a thoughtfulness and research of what their customers want that means their creative side always hits and almost never misses. Some of the key attributes that have emerged as signs of the Affinitas hallmark are quality, comfort and creativity. Their first collection launched in 2007 and concentrated on fit first.
In 2010, the Parfait collection was released, Affinitas' sister brand. Parfait lingerie concentrates on the fuller bust bra designswhilst bringing style and sophistication to the sector. This area of the industry is full of very basic design collection, but Affinitas wanted the Parfait brand to bring style and great design to it first and foremost.
In 2014 they introduced their third brand, Cupcake Panty. The premise is that this brand concentrates on briefs and bottoms only and each comes packaged in a cute little origami-like paper box in the shape of a cupcake. They are small and compact, so they are perfect for popping in your overnight bag or the like.
With these three brands and possibly more in the making, Affinitas and their amazing lingerie have taken the world of clothing by storm in just a decade and they are still growing and trying out more things. Their success might have something to do with the fact they have a certain slogan on nearly every box, bag or page they print, and that is "fashion forward". This means styles that push design forward, rather than going back to the same old tired work of other clothing designers. There are many designers out there whose bras are the same old design as always, but Affinitas bras are always something special. Affinitas briefs are no different, with plenty of gorgeous patterns and colours that you may never have seen before. But it is not all about fashion when it comes to their slogan. Affinitas lingerie is about pushing more than just the visual boundaries. They want to fill the gaps in the market for items that are rarely made, like beautiful and flattering items for ladies with a bigger bust. They find something that is not being done in lingerie and they see if they can't make it a reality. Affinitas lingerie has grown rapidly with the principles of forward fashion and quality in mind and they aren't stopping anytime soon. So if you want a bra, knickers or any item of lingerie that is pushing the idea of great clothing forward, choose something by Affinitas.