When Michelle Cordeiro Grant, founder of Lively, a cool girl’s go-to for affordable lingerie, started spotting her sleek bralettes in sporty situations on Instagram, she realized it might be time to design looks for somewhere other than the bedroom—like the fitness studio.
“It showed us that activewear was a natural next step,” says the former Victoria’s Secret senior merchant, who’s launching her first workout collection—five sports bras—on August 10. (Well+Good readers can shop it now, exclusively.) “Just like leisurée, we bridge high-style, ultimate comfort, and now performance in the pieces that make up our point of view on [activewear].”
“Just like leisurée, we bridge high-style, ultimate comfort, and now performance in the pieces that make up our point of view on [activewear].”
Each new look features Lively’s core design touches, like mesh details, colorblocking, and wide bands, and costs $35. (Two bras will run you $55, or nab three bras for $75.) Plus, Cordeiro Grant says she was on the lookout for the “perfect base fabric,” and ultimately landed on a sweat-wicking material that’s “cool, comfortable, and supportive in all the right places.” Standouts include a sophisticated high-neck style that could definitely moonlight as a wear-everywhere crop top, plus two activewear takes of its beloved bralettes.
And while she might have found her initial inspo for the line on Instagram, Cordeiro Grant says the ultimate muse for her activewear collection is her it-girl clientele. “Our community is made up of strong, empowered women who like to build their own wardrobes, versus being told what to wear head-to-toe,” she explains.
Lively ladies might not need style directive, but they definitely have a lot to say about what they’d like to see from the brand’s future workout offerings: Customers have already asked for leggings—and additional colorways for its sports bras as well. The only question: Will people prefer to sleep or sweat in them?