Ashley James fronts new Tu Clothing lingerie offer

By

Nigel TAYLOR

Published
Jan 23, 2023

Supermarket giant Sainsbury’s fashion brand Tu Clothing has launched a "premium lingerie range" fronted by newly-appointed brand ambassador Ashley James. The Boudoir Lingerie Collection, which caters for sizes 32A–42GG, is inspired by the celebrity mother, TV presenter and DJ.

“As a champion of body positivity and feeling confident, especially for those with larger cup sizes”, Tu said James was the driving force behind the creation of the collection, “which is designed to be premium but also functional for all shapes and sizes”.

Tu Clothing noted that the average bra size in the UK has risen to a 36D in recent years, with over 57% of women now wearing a D cup size or larger. The supermarket clothing brand is set to make 80% of its lingerie offer DD+ by the end of 2023. 

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Tu’s new collection, inspired by 1920s and 1930s Parisian boudoirs, is “designed to ensure that women of all shapes and sizes can buy luxurious, empowering, and supportive lingerie that is affordable and great quality”, with details including lace, lurex details and metalwork trims.  

Prices for the start at £8 with the range featuring a colour palette of scarlet, mint and nude. It includes £17 for bras while matching bra and knicker sets retail for £25. 

Emma Benjafield, Director of Product at Tu Clothing, said: “Customers are looking to invest in more lingerie as they move away from the loungewear options that were so popular in the pandemic. With the average bra size having increased in recent years, we wanted to ensure we’re offering our customers products that are suited to their size.”