Ever wondered what goes into designing a new Freya product? Well here is brief overview of the processes that are carried out for each and every Freya item.
The first step towards creating a new collection starts with checking out trend predictions and searching stores for the up-and-coming styles. Freya like to explore what their competitors are producing, but most importantly they take their influences from the women who wear their products. Then it’s over to their designers to start working on the new season’s trends.
As you know, the perfect fit is essential. It can take up to five months to get the sizing finalised once a range has been approved. The bras are not fitted to mannequins, instead Freya believe in using real women to obtain the unprecedented fit that they are famous for. After meticulously adjusting patterns, measuring, remeasuring and making prototypes for every cup size, only then are the designs finally ready to go into production. These are all the different factors that need to be taken in to consideration.
Freya demand only the best fabrics from their garments, and this is why most of them are sourced from Europe. In addition to this, the products not only need to be comfortable and aesthetically pleasing, but have the added requirement of offering support and flexibility for larger cups. The straps undergo rigorous testing and different wires are selected appropriate for each style.
Freya want to ensure that your swimwear keeps you looking and feeling great, whether by the pool or at the beach. Their bikinis and swimsuits are durable (without compromising on comfort) as they use XTRA life lycra, an innovative fabric which can resist pool chemicals up to ten times longer than standard, unprotected elastane. In manufacturing their active range they utilise sensitive fabrics that offer high resistance to chlorine so they retain their shape, and dry off 50% faster than standard nylon/elastane swimwear. For most of the swimwear ranges, fitting takes approximately three months but some of the more advanced styles can take up to a year to develop.
After months of research and development, all that’s left is for you to wear and feel just as fabulous and confident as it was designed to make you feel.