Chloé Julian of Videris Lingerie

Founded by Chloé Julian in 2018 and launched in 2020, almost two years of research and development has gone into designing and producing their debut collection.

Chloé Julian of Videris Lingerie

Tell us about your brand, Videris Lingerie.

Videris is a New Zealand-based lingerie brand with wellness, sustainable, and ethical practices at its heart. We create lingerie with women in mind and understand the importance of feeling beautiful, comfortable, and supported. Expertly designed without underwire for a flexible fit, our lingerie moves with you through the many stages of your life.

All our lingerie is made from TENCEL™, a breathable botanical fiber made using sustainably-sourced wood pulp from natural forests. TENCEL™ is loved for its breathability, soft feel, and moisture absorbency, supporting the body’s natural thermal regulation and keeping the wearer cool and dry, while maintaining a much lower ecological impact than even organic cotton.

Videris’s entire production process is certified OEKO-TEX Standard 100 ensuring what sits closest to the skin is safe for both the wearer and the environment. This means, that from manufacturing to materials, every thread, fabric, trim, and fastener used has been tested to make sure it contains no harmful substances, toxic dyes, or heavy metals.

Videris Lingerie is consciously, ethically, and sustainably made, but pushes the idea of a purposeful brand further by encouraging wearers to focus on intention through colour.

How did your journey start?

Prior to launching Videris, I spent 15 years designing lingerie internationally for Stella McCartney Lingerie, Agent Provocateur and David Beckham Bodywear. In 2017, I led the design team as Vice President of Design to launch Rihanna’s lingerie line Savage X Fenty.

Reflecting on my design experience and interest in holistic health after experiencing burnout, I felt there was space for a considered lingerie brand. One that combined thoughtful design, and sustainable materials and provided the comfort and flexibility I wanted from lingerie without forgoing support and style.

Upon returning home to New Zealand, I launched Videris in September 2020; an evergreen line uniting my values with my technical design expertise, disrupting the traditional lingerie paradigm of the male gaze. My interest in chromotherapy adds a participatory element to the lingerie, by inviting the wearer to set intentions for their day’s wellbeing by asking “How do I want to feel?” In Latin, Videris translates to “you are seen.”

Can you share an interesting aspect of your work? Maybe a part of the product-making process or a unique work ritual you have.

I believe colour can enhance a feeling or a mood and can change the way we move through our day by harnessing each colour’s power and using it as an opportunity to connect with how we really feel. Selecting your lingerie in the morning can be a moment of self-awareness and intent; asking yourself self 'How do I feel?', 'How do I want to feel?' and using this to create a connection to our mood, intuition and feelings through colour.

Colours have the power to evoke specific emotions and feelings. They can make us feel confident, bold, sexy, or calm, relaxed, and serene. Choosing the colour of our lingerie can be a moment of self-reflection and intention.

Colour therapy - also known as chromotherapy or light therapy - is part of holistic healing. Made up of energy and light, colours contain different frequencies and wavelengths which can affect our mood and physical and mental wellbeing.

When you choose a colour to wear, you are taking a moment to reflect on how you feel at that moment. Envisage the traits of one of our nine colours, and use that to set an intention for the day.

What are your plans and aspirations both personally and professionally?

I create without following a typical fashion season calendar, instead, I add new styles as I see a need and demand from my customers, I am working on adding 2 new bra styles into the collection next year.

I am also working on becoming B-Corp certified.

Personally, I am working on reading a lot of feminist literature to evolve the Videris messaging, to bring more awareness to the female voice.

Can you tell us about the upcoming Spacefor activation? What can customers expect from you, and why did you decide to do it?

As a predominantly online business, I find offering my customers the chance to feel the product and try it on a really great experience. Most women have worn a wired bra all their life, the wire-free options have generally been quite juvenile, sporty or flimsy and sexy, so the thought of switching to a wire-free bra can be daunting.

Videris bras have all the technical components used in a traditional wired bra, it is technical lingerie prioritising function and comfort without sacrificing style. Buying lingerie is often quite an emotional experience for a lot of women, when they try on Videris bras and find that they are both comfortable and supported it really is an amazing experience to be part of.

Customers can expect the full range to be available and I will be offering free personal fittings by appointment.

Quick Answers

Currently, my favourite brands are: Rejina Pyo, Francesca Pecchenino, Penny Sage.

An object or item I can't live without: Raaie Milk Drops Sunscreen

My favourite place to shop is: Liberty London

Offline VS Online? Offline

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