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Adore Me Launching All Size Activewear Collection

Adore Me is launching its first activewear collection on Oct. 1 with sizing up to 4XL.

E-commerce intimate apparel company Adore Me, known for believing all sizes are equal, is launching its first activewear collection. The line will be available for online purchases beginning Oct. 1.

Like the intimate apparel, Adore Me’s activewear will range from size XS to 4XL. “We will be following in the brand’s guide principle of inclusivity,” said Adore Me spokeswoman Camille Kress. “Everything will be sold in a set, meaning top and bottom and retail from $49.95 to $59.95.”

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The Ultimate Valentine’s Day Lingerie Guide

According to astrology reports (which, if we’re being honest, essentially control most of our love lives), a Taurus Moon will be looming large this Valentine’s Day weekend and working to unleash our inner vixen on one of the potentially steamiest days of the year. It’s an optimistic sign for our libidos, but begs the question: What are you going to wear . . . underneath? Well, after being schooled in the art of seduction dressing by none other than Dita Von Teese, we’re ready to put those lessons into practice. Luckily, as Vogue.com Market Editor Chelsea Zalopany points out, there are plenty of well-appointed women to inspire your Valentine’s Day look—and lingerie to match.

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The Intimate Story Behind a Lingerie Startup

Like so many grad students, Morgan Hermand-Waiche had champagne taste and a beer budget. Or rather, La Perla taste and a Fruit of the Loom budget.

In 2009, Mr. Hermand-Waiche was attending Harvard Business School and dating a fellow student. For their anniversary, he wanted to impress her with a gift of fine lingerie.

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The Ultimate Guide To Buying A Bra Online

Trying on a bra under the harsh fluorescent lights of the department store fitting room, I was forced to stare down the more prominent imperfections of my 40-something-year-old body. There were the regular lumps and bumps, but this time, I noticed something new: I got the distinct impression that certain parts of my anatomy were trying to make a break for it, avalanche style. The chirpy sales clerk had already lassoed me with her measuring tape and declared me a cup size bigger than normal, and brought in options, each one more wrong than the one before it. I settled on something neutral and serviceable, only because I felt I had to, because I had a witness whose commission depended on this sale. I left, feeling slightly cheated that I paid retail for something I didn’t love–lingerie shopping has always been fun for me, but only because I usually find something beautiful, serendipitously on sale, when I’m not looking for it.

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For Valentine’s Day, Adore Me Takes On Victoria’s Secret and Other Bigger Lingerie Rivals

In the weeks leading up to Valentine’s Day, the headquarters of Adore Me, a lingerie start-up, are frantic with activity, for good reason: Its daily sales in this period are more than 20 times the typical volume and nearly double those of Black Friday or Cyber Monday.

So significant is Valentine’s Day for this three-year-old company, in fact, that a flat screen mounted on a wall in the company’s offices, in the heart of New York’s fashion district, counts down the days, hours and seconds until Feb. 14.

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