sloggi and triumph

In preparation for their ‘26 release, Sloggi and Triumph held a private event displaying the intricate and thoughtfully crafted products from their new collection. We were able to sit down with Christina from Sloggi & Triumph to talk more about the new collection, their goals as a business, and how intimate wear can truly bring confidence to consumers from the inside out. 

What was the motivation behind this new collection?

Christina:. In order for us to stay competitive and relevant, we’re really trying to introduce a product that talks to  younger consumers; so it’s a little bit more fashion forward, with sexier styles, for a more affordable price. We have also been focusing  on  the technology and innovation, which is now being seen across a number of the different styles; and that’s really offering the customer the lift and support needed. This new  technology helps offer more support to people with slightly larger breasts, without having to rely on wires. This is to deliver unparalleled comfort and support with our evolving collection featuring the revolutionary comfort wire, offering the support of a wire with the comfort of none. Now extended to our shaping and stylish lingerie lines, ensuring both functionality, appealing look and ease.

What makes this new collection different to your previous ones, and how have you grown as a brand leading up to the release?

Christina: It’s a constant evolution of the products and of both brands to be honest.I think both brands have been on a journey for quite some time.Sloggi was founded in 1979 as a brief brand,  introducing our  first bra in 2016, and slowly becoming a fully fledged intimate apparel brand. At Triumph, owning the “comfort wire" segment across the category of products is a top priority, driving our continuous focus and investment to remain innovation leaders in the lingerie industry.

As a brand Triumph has been around for a long time. Times have changed a lot since then, especially in relation to women’s rights. How has the brand helped break cultural taboos, ensuring more people feeling happier and confident with their choice of underwear, shapewear, and workout clothing; and being less ashamed of feeling sexy in their own skin?

Christina: Triumph was founded in 1866 as an intimate apparel brand, and in the 70’s when women started burning their bras, it was like  ‘oh my god what are we going to do? - we need to try and save the business’, so they introduced Sloggi as the brief brand, and it has been predominantly a successful brief brand since 1979, when it was founded. 

Sloggi is a comfort-first brand, challenging the taboo that women’s underwear should prioritise sexiness over comfort. Campaigns like “Comfortable Conquers” and “Granny Got Pants” reframed self-expression around comfort and confidence rather than body objectification. Sloggi heroes diverse body types, skin tones, and unretouched photography with campaigns celebrating natural shapes and imperfections, helping to break down cultural shame around bodies not fitting traditional beauty standards.Social campaigns are fun, lighthearted, and authentic, making conversations around underwear open and relatable.

Being able to offer women products they can wear everyday of the week, feel truly comfortable in, and be themselves in, is the ultimate empowerment. I think if you feel comfortable and happy in what you’re wearing then that projects and you instantly feel more confident as a result. If you can dress yourself from the inside out, I think that really shows.

How do you ensure products stay comfortable whilst keeping up with the current trends, and ensuring they’re stylish?

Christina: The up innovation that’s in the Spring/Summer 26 collection helps people stay comfortable whilst also making sure they’re able to wear that bra with an outfit that has a flattering neckline. We like to focus on a wide variety of styles that seamlessly blend functionality and aesthetics, ensuring that every woman finds her perfect fit to feel comfortable, supported, and stylish. There’s a huge focus on sustainability, fabrication, and materials used. All of our cotton is GRS certified; so everything’s really beautifully soft, and super comfortable, whilst ensuring it doesn’t impact the aesthetic.

What’s your favourite piece from the new collection, and why would you consider it your favourite?

Christina: Triumph Comfort Glam - A feminine glamourous lace collection that gives the woman the illusion that she is not wearing a bra while feeling supported at the same time.The collection combines the appealing look and trusted fit with the INNOVATIVE COMFORT WIRE, ensuring unparalleled comfort and support, at a more affordable price. The blend of comfort, style and value makes this collection stand out.

With such a wide customer base it must be hard selecting products that suit all customers despite cultural barriers. How do you go about creating products that transcend cultural differences?

Christina: At Triumph, we embrace the diversity of our global customer base. While fashion and lifestyle trends vary from region to region, the foundation of our design process is rooted in universal values: comfort, quality, fit, and confidence.

Triumph takes a deeply customer-centric approach investing in local market research, listening closely to our customers around the world, and working with regional teams who understand the nuances and style preferences of each culture. We’ve got pieces in the collection, like the doreen and amourette bra that have been around since Triumph was founded. We have a variety of  products that would cater to a larger audience due to the timelessness of the  pieces.

Ultimately, our goal is to help every woman feel supported and confident in their skin, no matter where they’re from.

It must be a relief to finally show the world what you’ve been working on; What do you look forward to the most with this new release, and what are you looking forward to for the future of the company?

Christina: I look forward to  sharing something novel to consumers; products that align with our business statement and show how we’ve grown with our customer base. The Comfort Glam collection is perfect for women who seek a contemporary, feminine aesthetic without compromising on style or support.

 Next year is going to be huge for both of the brands. We won something called Key Country Status in the UK and Ireland, so we will be receiving a  7 figure marketing investment for both brands. It’ll give us the opportunity to drive more brand awareness and visibility that we wouldn’t be able to get otherwise. 

Written by - Esther Akinborewa

Copyedited by - Esther Akinborewa