We’re big supporters of local designers like Muji-esque womenswear label Arete Goods and minimalist brand Beyond The Vines, so when we heard about new Singapore lingerie brand Naked & Unbound, we had to find out more.

Its debut collection of five bralettes may not be sizeable, but they’re all designed by sole founder Heng Si Hui, who started out as a graphic designer in Zouk three years ago and now heads the creative team there. She spoke to Female on the brand’s USP and the style icons that have influenced her designs:

singapore lingerie brand naked & unbound heng si hui
Founder Si Hui wants women in Singapore to feel confident about themselves, no matter their cup size.

They’re designed to be an essential wardrobe staple.

“I feel that women here have restricted themselves to wearing traditional wired bras, and I want to create a lingerie brand that is not only seen as an undergarment, but as an essential fashion item that women can proudly wear.”

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They’re a way to express your personal style.

“My pieces are about subtle sensuality, and leather and lace are used in every single design. They have a distinct attitude (whether sexy or edgy) and help you express your own sense of style. I like how fashion blogger Rumi Neely’s clothing label Are You Am I comprises elevated basics and lingerie-inspired silk slips, and I want to create sensual, intimate essentials just like Neely’s designs. Supermodel Kate Moss’ rebellious, carefree persona is another source of inspiration for me. That’s how I came up with the feminine Abby Bra (it has thin cross front straps and lace cups) and the avant-garde Alana Bra, which comes with thicker cross-body straps (to wear with open-back tops or muscle tees). ”

singapore lingerie brand naked & unbound
The Andi bra ($69) can be worn as a crop top or beneath a blazer.

Women of every shape and size can wear them.

“The key material used is lace, which means they are pretty stretchable. More importantly, they are designed as soft-cup bras, so the measurements should fit accordingly to every individual’s bust shape and size.”

Everything is made in Singapore.

“All my materials are locally sourced and every bralette is handcrafted in Singapore so I can be a part of the entire manufacturing process. This ensures that the designs I produce are of optimum quality. Samples were also produced before (I launched the designs), and my friends and I wore these prototypes out to ensure that each bralette was comfortable enough for everyday wear.”

singapore lingerie brand naked & unbound bralette
The Alana bra ($49) has sheer mesh cups and cross-body straps.

Nothing is priced above $100.

“I keep prices ($45-$69) lower than the average market rate, so that my designs can be affordable to younger women. My label wants to appeal to women of all ages, to encourage them to wear modern designs without sacrificing comfort and aesthetics.”


Like this? Check out homegrown label In Good Company’s first flagship at Ion Orchard.