In 2012 former models Paloma Jonas and Whitney Brown started an online photography and interview editorial called “Valentine.” The series captures aspirational creatives behind closed doors, gushing about their most intimate moments. The stripped down style of these editorial interviews created a buzz and it was clear that these girls were on to something. It seemed people were in need of more intimacy, romance and human connection. Valentine was giving them just that. Inspired by this need for affection, Whitney and Paloma decided to create their version of the best intimacy instigator, lingerie. Armed with years of knowledge from working with top brands in the fashion industry, they set out to design what every woman needed but didn’t necessarily have. Their goal was simple: make bras and panties using the highest quality lace, comfortable enough to wear everyday at an affordable price.
The Valentine aesthetic is simple, sexy shapes in a range of four sizes. It's dyed in classic colors that compliment a variety of skin tones and its stretchy enough to fit a variety of body types. By combining premium lace with fabrics like spandex and cotton their lingerie is comfortable enough to wear everyday. By selling direct to consumer, Valentine is able use the same luxurious lace as high-end lingerie brands and sell it at half the price. The Valentine woman is effortlessly confident, smart and free spirited. This customer is the target for their designs and whats setting them apart from other lingerie brands. As products such as their soap, oil fragrance, candle and robe are also integrated into each collection, the emergence of a lifestyle brand is becoming more evident.
Lingerie is the heart and soul of Valentine. Its no surprise that its founders chose to have it made in a country full of heart and soul. Once a design is approved, everything from the lace production, to the cutting, the dyeing and sewing is all done in Colombia, South America. Having everything in close proximity not only helps control the integrity of the product but also helps reduce their carbon footprint. Even the factory where the lingerie is sewn embodies the bold independent spirit of the Valentine woman by only employing single mothers. A foundation to send a portion of all proceeds to these women is currently in the works. Though Valentine focuses mainly on e-comm, they realize that a brick and mortar presence is important when selling something that fits so closely to the skin. A couple times a year they host a pop up shop selling their latest collection along with items from other aligning brands. Select pieces are sold in key retailers as well, but the plan is to keep this portion of the business to a minimum. They enjoy direct contact with their consumers and the feedback they receive is the best education for their growing business