Alexandra Popa, founder of Bordelle, announces an expansion into swimwear set to launch in 2026, aiming to blend the brand’s signature edgy lingerie designs with new beach-ready styles.
In an innovative move within the lingerie industry, Alexandra Popa, the founder of Bordelle, has embarked on a journey of expansion and evolution for her brand. Established in London in 2009, Bordelle aims to redefine the standards of lingerie by blending edgy designs with opulent features.
Popa initiated her venture with a clear vision to address a gap she identified in the market. As she explained to the Observer, “I thought, ‘What is missing?’” Her desire was to create lingerie that was not only stylish but also incorporated unique design elements inspired by kink culture, including strapping, body harnesses, and garters. These components have become hallmarks of Bordelle’s aesthetic, earning the brand a distinct place in the global lingerie landscape.
The brand has since achieved international growth, with substantial markets identified in California, New York, and Texas. Looking ahead, Popa is gearing up to introduce a swimwear collection slated for launch in early 2026. Following customer feedback and requests from wholesale clients, the collection has evolved through rigorous testing conducted personally by Popa during her summer holiday in Crete last year.
“It’s something that we have been asked for by our customers and by our wholesale clients for many years because we have such a specific, recognizable look,” Popa noted. Her commitment to quality is evident in the development of the swimwear, where attention to materials and finishes is paramount. The challenge lies in translating Bordelle’s signature style—which notably features strapping and 24-karat gold-plated accessories—into a format suitable for swimwear. The aim is to create pieces versatile enough to transition seamlessly from beachside relaxation to spirited nightlife.
Bordelle has garnered acclaim not only for its visually striking designs, which incorporate elements like glow-in-the-dark thread and gold-plated hardware, but also for its ingenious use of adjustable straps. Popa has attributed this feature to a need for functional sizing in her products, saying, “That came about out of necessity. I’m not technical, so I could have cut only so many sizes per style.” Originally offering only small, medium, and large sizes, the adjustable design has allowed for broader inclusivity.
Looking forward, the brand’s upcoming collection is expected to debut in June 2025, characterized by an evolution of style while maintaining its foundational appeal. Popa has noted the increasing popularity of her bridal line, with demands for softer pastel hues complementing the brand’s original bolder color palette.
Reflecting on the brand’s trajectory, Popa stated, “Initially, it was very much about body con styles, which was the trend at the time, and there were a lot more bodywear pieces I started with.” However, she has acknowledged the need for a diversified approach, leading to a mature aesthetic that retains Bordelle’s recognizable strapping and adjustment features while providing an expanded array of styles for consumers.
Source: Noah Wire Services
