Abbie Chatfield’s collaboration with Souszy lingerie praised by women

Women are raving about a “comfy” and “flattering” lingerie set designed by Abbie Chatfield that features an empowering detail on the label.

A lingerie brand who partnered with Abbie Chatfield to create a comfortable yet sexy underwear set are celebrating after the collaboration earned them record sales.

Souszy, an online Australian lingerie store launched by co-owners Laura Moxon and Ebony van Schaik in 2019, created a lace bralette and matching “cheeky” briefs with the former reality star turned influencer at that went on sale in October.

Abbie also modelled the lingerie set, which costs $110, with Laura telling news.com.au the collaboration was a huge success.

“The response we received from the collaboration has been incredible. We have received fantastic feedback on the comfort and quality of the lingerie set which makes us so happy,” she said. “In the first three hours of launching we had more sales than we did in our first year of trading.”

Abbie Chatfield’s collaboration with Souszy has earned the Australian brand killer sales. Picture: Supplied

The underwear – designed by Abbie to help “everyone tune into their confident energy” – was loved by shoppers, with many dubbing it the “comfiest on the market”.

As well as being comfy, the undies were made to be inclusive of all bodies and shapes, with sizing available from XS to XXXL and the bralette featuring wider, adjustable straps to provide support.

Shoppers love the flattering fit of the $110 lingerie set. Picture: Supplied

The khaki coloured set is loved by both celebrities and real women who have declared their obsession with the garment online.

“This is such a cute set,” one wrote on Instagram.

“The best undies I’ve ever owned,” another agreed.

While one said: “At this point Abbie Chatfield could release a nuclear weapon collab and I’d still be into it.”

Women have labelled the lingerie ‘comfy’. Picture: Instagram/eileencassidy_

Another said she was “an established member of the #IttyBittyTittyCommittee” and had doubts the bralet would fit her as Abbie is an E cup.

“[Abbie’s] the opposite side of the size scale, but this design works for both. Actual magic,” she said.

While others noticed a “cute” detail on the underwear’s labels – the sizing is “tiny”.

“The size is really only needed so that you can select your right size online,” Laura explained of the deliberate move.

“Once you’re wearing it, it doesn’t matter what size it is! We want our customers’ eyes to go to the cute little empowering note on the care label, not the size.”

It is available in ‘ivy’ green. Picture: Supplied/news.com.au

The labels feature minuscule sizing information because ‘it doesn’t matter what size it is’, the brand said. Picture: Supplied/news.com.au

Abbie has been announcing a string of collaborations recently, also partnering with swimwear brand RAQ, a brand that caters especially for “busty women”.

The 26-year-old podcast host and radio presenter said the collaboration came around organically after being a customer for more than a year and recommending them to friends who have “really big boobs”.

“It’s really hard to find togs that are for big natural boobs that aren’t going to squish them and also have a smaller band size because that’s a struggle as well,” Abbie said.

“Now I can wear my very own custom bikinis, very selfishly. It’s amazing.”

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Originally published as Abbie Chatfield’s collaboration with Souszy lingerie praised by women