A Quick Look at the Intimate Britney Spears Lingerie Collection

intimate britney spears lingerie 2

A couple of days ago, during New York Fashion Week, Britney Spears debuted her new lingerie collection, The Intimate Britney Spears. As is to be expected for a celebrity of her calibre, there was a lot of buzz about the launch; I’ve seen articles everywhere from the NYTimes to MTV.

There’s also been a significant uptake by retail stores, mostly in Europe (more on that later), but a little in the US. Bare Necessities appears to have an online exclusive for much of the lingerie, and Classic Shapewear will carry at least some of the loungewear (I found this webpage for a pair of Britney Spears’ sweatpants though you can’t actually search for items). And wisely, The Intimate Britney Spears website is enabled for direct-to-consumer sales.



The Amaryllis Collection - My favorite of the debut "stories" or ranges, I thought the loungewear for this collection was very strong. The long nightdress in particular is an excellent piece. I wouldn't be surprised if this becomes continuity.

The Amaryllis Collection – My favorite of the debut “stories” or ranges, I thought the loungewear for this collection was very strong, and the use of lace is sure to appeal to the target customer demographic. The long nightdress and robe in particular are excellent pieces (And I think the best pieces from the entire debut collection), and I wouldn’t be surprised if this series becomes continuity.

Ambrosia Collection - I like the color story for this range (seafoam and pink), but the actual silhouettes are nothing to get excited over. This seams to be a case where Change pulled directly from patterns that were already working for them, and it shows.

The Ambrosia Collection – I like the color story for this range (seafoam and pink), but the actual silhouettes are nothing to get excited over. This seams to be a case where Change pulled directly from patterns that were already working for them, and it shows. In addition, with only two looks, this series should have been expanded or dropped.

I admit, this is not a brand I was interested in personally. Britney Spears is not a fashion icon of mine, and I have no special desire to model my look after her. However, professionally, as someone who watches and reports on lingerie news, I was very intrigued by the prospect of what would be on offer. And to be perfectly honest, I was hoping for something a little showgirl-y and dynamic.

It goes without saying that celebrity collaborations in the lingerie world are nothing new. Jessica Simpson had her own lingerie line for a minute (though I haven’t seen it sold anywhere in ages). More recently, Agent Provocateur collaborated with Penelope and Monica Cruz for the L’Agent by AP line (which, despite their design claims, contains a number of reworked AP pieces), and Dita von Teese is working with Diamond Cut, International on her own range (which, after a rocky first season, has turned into a collection I genuinely love).

Even before that, Elle Macpherson and Stella McCartney licensed their names to Bendon Group, and Bettie Page’s estate did the same for Secrets in Lace. So the concept of a celebrity adding visibility or cachet to a lingerie company is tried and true one.

The Anemone Collection - This is my second favorite, and the one I like the most personally (as in, the range I'd be most likely to wear myself). But I love black lingerie, so that's to be expected. I especially like the knickers here, and I thought the bras were nice with the wireless triangle cup being a standout.

The Anemone Collection – This is my second favorite, and the one I like most on a personal level (as in, I’d wear it). However, I love black lingerie, so take that as you will. I’m especially a fan of the knickers here, and I thought the bras were pleasant enough, with the wireless triangle cup being the on-trend star. The lounge dresses, though, never really rise above the level of, “Oh, that’s nice.”

The Angelica Collection - Like the Ambrosia series, I enjoy the color story here (grey and pink should make an appearance more often in lingerie), however all the shapes just feel "done." I asked myself if I would care if Britney Spears' name wasn't attached to this...and the answer is no.

The Angelica Collection – Like the Ambrosia series, I enjoy the color story here (grey and pink should make an appearance more often in lingerie). However, all the shapes just feel “done.” I asked myself if I would care if the Britney Spears name wasn’t attached to this, and the answer is no. Of the five looks, I’d say the first and last are the strongest, but neither of them is especially strong when compared outside of this particular brand.

In the case of The Intimate Britney Spears, this collaboration is happening through Change Lingerie, a Danish lingerie company founded in 1995 (which is why most of this new collection’s stockists are in Europe).

The benefits of this collaboration are that The Intimate Britney Spears can lean upon Change Lingerie’s extensive manufacturing and industry connections, regarding both sizing and distribution. The downside, however, is that Change already has an established look and way of doing things…so one has to wonder just how creative, innovative, and “Britney-like” this new collection will be.

The Bergonia Collection - Another gorgeous color (I love deep, charcoal-y grays for winter), but again, the shapes fall flat. The center bra, a non-padded underwire, is all right, but I honestly think this entire range could have been edited out with no loss to the debut collection. The sense I get overall is that there was not enough editing done before release.

The Bergonia Collection – Another gorgeous color (I love deep, charcoal-y grays for winter), but again, the shapes are basic. The center bra, a non-padded underwire, is all right, but I wonder if this entire range could have been edited out with no loss to the debut collection. The sense I get overall is that there was not enough editing done before release; too many looks are included.

The Buttercup Collection - Another beautiful color (albeit a bit of an odd choice for Autum/Winter), this collection felt the most 'Britney-like' to me. I'm getting very 2001 "I'm Not a Girl, Not Yet a Woman" vibes here, and I'm going to assume that's intentional. The triangle wireless is definitely a standout. Sadly, those shorts in the first image appear to not be available for sale.

The Buttercup Collection – I know you’re tired of me saying, but this is a great color (albeit a bit of an odd choice for Autumn/Winter), this collection felt the most ‘Britney-like’ to me. I’m getting very 2001 “I’m Not a Girl, Not Yet a Woman” vibes here, and I’m going to assume that’s intentional. The triangle wireless is definitely a standout. Sadly, those shorts in the first image appear to not be available for sale, which is a shame because they’re great.

Sad to say, almost all of the looks fell flat for me. I didn’t see anything daring, interesting, or even mildly thought-provoking. It all felt like I’d seen it before.

While, like many people, I’m glad the company is offering full bust sizes (up to a J cup), the garments I saw online are just… unimpressive. They’re not ugly. They’re just middle of the road and typical. This is lingerie for people that want to feel like they’re buying something different without actually buying something different.

I think The Intimate Britney Spears would be right at home in your local JCPenney’s or K-Mart, and that’s not a dig against the brand. Rather, those are both very mainstream stores which would be perfectly suited for this kind of mainstream look. The price point is okay (around $50 or so for a bra and around $60 or so for a gown), but I feel like I can find pieces that are significantly more exciting for about the same amount of money elsewhere. All in all, I’m underwhelmed.

The Clematis Collection - The second of two ranges that I really believe should have been edited out, I'm not sure what this series add to the overall debut. Like everything else here, it's "nice," but it also feels like something someone didn't want to get rid of...and that's not a good reason for keeping it in.

The Clematis Collection – The second of two ranges that I really believe should have been edited out, I’m not sure what this series add to the overall debut. Like everything else here, it’s “nice,” but it also feels like something someone didn’t want to get rid of… and that’s not a good reason for keeping it in.

The Jamberry (left 3) and Jasmine (right 3) Collections - These appear to be The Intimate Britney Spears' basics collection, and like most basics, there isn't anything much to say. They're all right, but I'm not sure who's buying Britney Spears lingerie to get a basic black or beige t-shirt. Using a celebrity to sell basics just doesn't make sense to me.

The Jamberry (left 3) and Jasmine (right 3) Collections – These appear to be The Intimate Britney Spears’ basics collection, and like most basics, there isn’t anything much to say. They’re all right, but I’m not also sure who’s buying Britney Spears lingerie to get a basic black or beige t-shirt bra. These should be folded into the regular Change collection, and The Intimate Britney Spears should focus on more fashion-oriented looks.

That said, I’m also optimistic. As I mentioned at the beginning of this post, I didn’t think Dita Von Teese’s first season was exceptional either, and I’ve gone on to become a staunch brand advocate. I hope the same happens for The Intimate Britney Spears. I am always excited to see new collections, celebrity or otherwise, and I hope Change takes more risks and experiments with more looks in the upcoming seasons.

To me, it’d be a shame to use the Britney Spears name to sell the same old, same old, but that might also be the point. After all, would people be as excited about Change’s usual silhouettes without the celebrity name? I think not.

What do you think of The Intimate Britney Spears? Anything you like?

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Cora Harrington

Founder and Editor in Chief of The Lingerie Addict. I started TLA in a small studio apartment in 2008. Since then, it's become the leading lingerie blog in the world, and has been featured on the websites for Forbes, CNN, Time, Today, and Fox News. I believe lingerie is fashion too, and that every who wants it deserves gorgeous lingerie.

12 Comments on this post

  1. Dee Lushious says:

    I’ve been getting emails from Change about this for awhile, and am just kinda Meh now that I’m seeing it. The colours and combinations don’t look a whole lot different than other Change bras and combinations – I would definitely not have walked into their shop and thought that this was any new direction! Also, it’s worth noting thier K is smaller than ukGG, so it seems really innovative that they go so large, but they seem to have their own weird sizing method.

    • Jessica says:

      Unfortunately because of Change’s own weird sizing method their J is roughly the size of a FF or maybe G. The best fitting size for me is 28FF (brands like Curvy Kate, Masquerade by Panache or Freya) and I’ve been to the Change store in Berlin once some years ago. The size of which they had there that came closest to fitting me was 65H. The band was too loose and the cups weren’t too bad but could have been deeper and wider for me. The calculator on their website suggests I should try a 60J. But they don’t really seem to make anything that size. At least I could not find anything in their online store either. But I liked some of the designs I saw there (not in the Britney Spears range). I’m generally more into lace and darker colours than the sometimes a bit overly colourful prints and neon colours a lot of UK brands like to use for their lingerie and swimwear.

  2. Magen says:

    I just learned of her new lingerie line and was just about to shoot you an email about it only to find that your all over it already. I for one am pretty pleased that she has included larger bust sizes in her line and will be looking forward to trying a few pieces out. Thanks for you post.

    Magen

  3. Emily says:

    Cora, I like some of the opposite collections that you do! I really like the Ambrosia and Angelica collections, but was not overly impressived by the others. I like that they have colors and simple cute cuts that are currently not heavily available in US stores. Most of the bras I can find in my size really scream older lady, and as a young 20-something, I want to have fun bras. If the Brittney Spears line does well, I’m hoping they will expand to more fun and sexy ones too. Since she is a women who has been pretty upfront about showing a sexy and provocative side, I hope that carries over into the lingerie.

    Also, I’m curious? Do you have any idea how they fit? Are you planning to review them at all?

    • Emily says:

      Sorry, I meant to say the Angelica and Ambrosia collections are fun and cute styles in basic cuts in *sizes* that are not heavily available in the US stores. I know the styles are fairly standard, but they are not as common in the big cup/low band size range.

  4. Ellen says:

    I like that she included a light pink collection for her debut. I am loving that brands like Chantelle and Simone Perele have recently added similar colors to stayer collections, so there is another relatively wearable color option for everyday. (I feel I speak for the masses here- I would consider anything everyday wearable.) Even in AW, people need to have their basic t-shirt bras!

  5. Ms. Pris says:

    I love the bralette and jodhpurs from the Clematis collection, and those shorts in the Buttercup collection are absolutely adorable and I wish they were being sold. The long gown from the Amaryllis collection is also very nice and I actually think it would make a nice dress. But I am weird.

  6. Rachel says:

    I agree with your entire assessment, except for the Buttercup collection. I like the designs of Buttercup but I really hate all-pink lingerie. The bras in particular are boring. Nothing I can’t get for 12 bucks at TJ Max.

    If you’re looking for topics to write about: what in the world do celebrity names bring to lingerie? Britney Spears, Jessica Simpson, Penelope Cruz, etc are all entertainers. Why do they journey into lingerie? Do they have anything to do with it at all aside from loaning their names out? Who benefits from their involvement? Etc.

    • Cora says:

      They bring name recognition to brands or corporations that have none. There’s a reason Stella McCartney’s lingerie is carried everywhere, and that’s because there’s value attached to her name. In exchange for a licensing fee (i.e. payment for the right to use their name), companies gain greater access to the market. There’s a finite amount of shelf space for lingerie; even if you sell online, there are only so many SKUs you can carry and still turn a profit/be efficient. Having a celebrity name attached can be the distinguishing factor that not only gets the line picked up but also gets it into customers’ hands. It’s the same principle behind any celebrity endorsement.

      • Rachel says:

        Okay, that makes sense. I’ve just always been confused why they seem to take more ownership over the product than, say, Queen Latifah takes for Cover Girl, if all they do is show up in advertisements and give interviews for it. But I can understand how a designer trying to access a tough market would let a celebrity, like, take credit for their work.

        (Also, I always thought Stella McCartney *was* a designer, so I suppose licensing works pretty well!)

  7. mick says:

    I tend to gravitate towards more directional and luxury styles of lingerie. However, I am very hopeful for this line because Britney Spears has such a strong name in the USA. I think she is bringing something very different than what most Americans know about lingerie. Going up to a J cup, 30 bands and non-push up styles? That’s pretty huge in the mainstream American demographic. I am excited to see how this line will introduce these elements to women who are totally unaware of these things.

    I can imagine that this first collection is to provide a baseline of what is more to come. Many women start off with the basics, the beginners and then venture further. I think starting with this conservative look is a good way to catch in the fanbase. When many people think “Britney Spears lingerie” they think it is going to be like her concert and show girl get-ups and not many women believe they can pull that off if they haven’t explored much lingerie before.

  8. Cora says:

    A couple of things that I couldn’t figure out how to wedge in above:

    1) The commercial for this collection is kind of strange. I know they’re going for soft and romantic with the poetry, but, like everything else, it just comes across as flat, uninspired, and boring. There’s also a weird moment in the video that references feeling “like a little girl,” which is definitely not the vibe I’m going for in my lingerie usually.

    2) Emma of Playful Promises remarked that the logo for The Intimate Britney Spears looked a lot like her own logo. That was not the impression I got when I saw the logo (it reminded me of stock imagery), but I thought that note was worth including here in case anyone else noticed the same.

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