Cosabella is that this month launching its latest collection, titled Forte, in honor of its fortieth anniversary.

“The gathering type of speaks for itself by way of its heritage. It’s at all times been based on color and luxury — the keys to our collections have at all times been stretch and the comfort factor, which became really necessary throughout the COVID-19 time period,” Guido Campello, managing director of Cosabella, told WWD.

The Forte collection includes seven bras (starting at $79.75) — petite, curvy and signature travel padded bralettes; curvy and signature bralettes; an underwire bra, and a convertible strapless bra — alongside boy shorts, bikini and “cozy” thong bottoms (starting at $36). Each style is available in the brand’s handcrafted floral lace with scalloped edges in Cosabella’s rebranded colours of black, rose pink, “sette” nude, burgundy, mustard, aqua and white. 

“A perspective that’s different from my parents, who began Cosabella: they were an Italian lingerie company. The primary 40 was really being an Italian lingerie company, then that they had American children and an American team are available in. Our next 40 is concentrated on being an American bra company,” Campello said. “We actually consider that Cosabella will take its Italian heritage, but really speak to the American bra consumer and find a way to develop into one among the core brand firms for the US. That’s really a part of the main target goal of where the gathering direction goes now. It’s one thing to be beautiful, colourful and cozy. It’s one other thing to be the answer that any individual’s in search of day-after-day out.”

“Cosabella, during the last 4 or five years, has really gone from being a panty lifestyle brand to becoming a real and proper bra brand — that’s been the expansion,” added Shannon Kogler, marketing director of Cosabella. The Forte collection’s launch was noted to follow the brand’s bestselling, signature Never Say Never lace line.

“It’s special to have a look at the collections we’ve had for a very long time — those who have an almost cult-like following of shoppers, who’re buying it in every color and magnificence,” Kogler said of the anniversary, which celebrates its recent styles through the Forte collection, in addition to timeless silhouettes, like those featured on “Sex and the City” — said to launch the brand into that “cult-like craze.” “Forty years is such a special accomplishment and it’s about celebrating the timeless luxury that’s our brand.”