“My mother always used to wear nightgowns; beautiful nightgowns,” says Noelle Wolf, founder and designer of her eponymous lingerie label. “As a little girl I would play dress-up and I would always get into her beautiful nightgowns because they were very princess-like. When we were growing up, I just wanted to look like Cinderella! I would say that was when I really fell in love with [lingerie]. It affected me and I always thought of my mother walking through the house with this beautiful gown on in the morning.”

Chatting over Zoom from her beach house in Carpinteria, California, several days before our AMAZING shoot, Noelle has come a long way since her Cinderella days. However, she still likes to dress up, with her collection of luxury wardrobe essentials providing the perfect basis to do just that.

“We look at a lot of colour and what is trending [when designing], butfit is very, very important,” explains Noelle. “Bras are not made well enough and I wanted to focus on that. Something beautiful that a woman can wear all day long. She doesn’t have to wear an ugly bra, she can wear a really pretty bra all day that fits nicely. I think that is where the most focus is, on giving you sexy and function at the same time.” From Noelle Wolf the label, which she founded in 2018, Noelle Wolf the woman and designer recommends “the T-shirt bra, which I think every woman should have. I managed to put some lace on the sides so it doesn’t feel like your everyday bra, it’s a little sexier, and I think that’s important.” She is a firm believer that everyone’s lingerie drawer, at its core, should contain a black bra and its neutral counterpart.

“I did a lot of research and as I was digging through the business I saw a hole in the market, of what was out there. Everything in the lingerie world either became very expensive or really cheap and there wasn’t this high-quality in-between. Everything either appealed too young or too old, so I said, ‘What about us? What about the woman right in the middle, from 35 to 55, she’s tired of her exercise bra! She wants out!’ That’s sort of how it began.”