Latest news with #cultBrand
Daily Mail
06-07-2025
- Entertainment
- Daily Mail
Hundreds of Aussie shoppers discover the 'most comfortable bra ever': 'Feels like wearing nothing at all'
Daily Mail journalists select and curate the products that feature on our site. If you make a purchase via links on this page we will earn commission - learn more It is practically a universal experience for women to be on an unending quest for bras and undies that are both pretty and practical. The sexy ones are rarely supportive, the comfy ones often just, blah. But Australian shoppers have struck gold with cult brand First Thing, whose bestselling Everyday Bra has won thousands of fans. Praised as both supremely comfortable and confidence-boosting, the ultra-soft and flattering wardrobe staple ticks all the boxes - and now, the brand has unveiled a new, limited edition shade to add to your drawer. The chic navy blue hue Midnight joins the range of neutrals - Blush, Taupe, Umber, Black and another limited-edition, Blossom pink. The $59 Everyday Bra has more than 200 five-star reviews, with fans raving about the dreamy 'butter soft' fabric and barely-there underwire that gently supports without digging in. The flattering cut of the cups make it seamless and smooth under t-shirts, while offering enough cleavage for lower necklines - perfect for everyday wearability. Many of online reviews feature testimonials from customers declaring it the 'most comfortable' they've ever worn. 'Finally found my favourite bra,' a recent shopper wrote. 'Fits so seamlessly under everything and honestly feels like I'm wearing nothing!' Another shopper was effusive in her praise of the brand: 'I have bought countless bras online that all claim to be the "most comfortable" bra, but this is the first one that matches that claim. Everyday Bra The bestselling bra from First Thing has hundreds of five-star reviews, praising its 'buttery soft' fabric and barely-there underwire that offers gentle support without digging in. $59 Shop 'The fabric is so lightweight it doesn't even feel like I'm wearing a bra. The shape of the cut is great if you don't want to show off cleavage or you don't want to uplift. 'There is a surprising amount of support despite the thin fabric. I'd prefer a thicker strap but even so these thin straps don't dig in... I also purchased the strapless bra and I can't begin to describe how comfortable it is. 'Truly a bra that I'll be able to wear all day with zero digging in. Very happy customer.' First Thing's knicker collection boasts the same comfy-meets-chic credo, with bikini, g-string and high-waist cuts. Past customers have reported that the undies are the comfiest they've tried: 'I am so glad I found this brand. These g-strings are SO comfy. 'As a long-time g-string wearer I have been looking for something comfortable that doesn't show under clothes and doesn't give me a wedgie after wearing for a few hours. These undies are IT. 'They have a fair amount of stretch in them so they are easy to get on and off my big butt. The fabric is also very soft and they hold up really well in the wash. I have purchased one in almost every colour!' Model Jess Purchase wears the Strapless Bra and G-String in limited Edition Midnight shade First Thing only launched in 2023 but has experienced astronomical growth thanks to the popularity of its cult Everyday Bra. 'After searching for underwear for myself, I couldn't find a product that I felt excited to wear every day,' says Founder Georgia Gazal. 'I recognised the need for an Australian underwear brand that empowered women to feel confident and sexy with unparalleled comfort.' The Aussie brand uses environmentally friendly fabrics, such as recycled nylon for its underwire bras, and LENZING™ Modal, a sustainably sourced fabric from beechwood trees.
The Guardian
09-06-2025
- Business
- The Guardian
Life outside work was chaotic and grubby. Behind the beauty counter I became someone else
For six years I worked for an Australian cosmetics brand with a reputation of being a bit of a cult. I wasn't the usual recruit – you might describe me as a former theatre kid, with a dash of recovering horse girl. The company I worked for was known for its demure and self-serious marketing campaigns; for unflinching eye contact; for a religious devotion to personal care. Perhaps you know the brand I'm referring to. Perhaps you even know someone with the same story as me: someone who went from casual employee to dedicated, dewy-skinned disciple. Throughout my time at the company, tying my linen pinafore before a shift felt like slipping into the costume of a well-known cartoon character. In fact, working on the brand's frontline – the immaculately dusted retail stores – resembled a job at Disneyland in more ways than one: its strict code of conduct, its obsession with ritual and its insistence that perfection was possible between the hours of 10 and six. Outside work my life was chaotic and grubby but behind the store's grand brass tester sink I became someone else. I began my tenure working at one of the smallest retail stores alongside a group of jewellery designers, film-makers, poets and painters. The store in our care rarely made more than $1,000 a day, which meant we spent most of our time polishing bottles and trading stories. Often the daily take was contingent on one wealthy woman deciding that she needed to restock her mind-boggling number of bathrooms: the city apartment, the beach house, the Airbnb and her son's new rental. The customers who frequented this store had more money than sense, although they were kind and rarely in a hurry. I attributed this to the fact that many of them did not have jobs. Working at this store rarely felt like a job to me, so I wondered if I could count myself as one of them. Then I transferred to a city store – the flagship – which was not something to be taken lightly. It was a place to build a career. I'd learned the art of sink demonstrations but at the flagship I perfected it. Dispense all product on to your skin first, maintain contact with the customer's hand at all times, use a firm, assured pressure. Sign up for the fun stuff with our rundown of must-reads, pop culture and tips for the weekend, every Saturday morning The flagship store's customers were so familiar with the brand that I wondered if they were assessing our abilities and reporting back to the training team – a group of charismatic, God-like women who had achieved sink demonstration mastery. I was working at the city store when I met the brand's chief customer officer. I shook her hand for what I felt was an appropriate amount of time and, as I pulled away, she clamped down on my palm. She decided when the handshake was over. It was exhilarating. After my time at the flagship store I left the company for an overseas trip. I bounced around a few odd jobs upon my return, including a stint at a smaller, copycat brand that took Fair Work regulations as mere suggestion. Sign up to Saved for Later Catch up on the fun stuff with Guardian Australia's culture and lifestyle rundown of pop culture, trends and tips after newsletter promotion Eventually, I begged my former employer to take me back and, after some convincing, the company found a position for me. It was at a shopping centre on the city fringe, which was not a huge distance from the company's head office, but it attracted the stigma of being far from anything worth visiting. As such, the brand's leadership team never made the journey. Although our conscientious store manager tried her best, we were largely left to our own devices. The self-fulfilling prophecy of banishment took hold. We let our on-brand affectations slip. Our bad attitudes, by upper management's standards, were surprisingly effective in communicating with customers. Addressing the shopping centre crowd with pomp and circumstance would attract raucous laughter. 'I just want my soap, love,' customers would cry as we listed the benefits of the brand's latest skincare release. We tallied the number of people who wandered into the store just to ask us why our products were so expensive. They were rarely rude – it was a genuine question, one we struggled to answer. Before my time in the linen pinafore, I believed that a job – any job – at a company like this would quell my existential distress. As if merely being associated with an aspirational, culture-focused B Corp could rid my life of friction. What I discovered was that the friction only intensified over time. I didn't want to become a product copywriter, contrary to every conversation I had with my store manager and HR representative. I wanted to write jokes about copywriting. I left the company in 2023 and, although I'm still mourning the loss of my staff discount, my life feels more cohesive now. I spend a lot of my time writing jokes. And very little thinking about the skin's barrier function. Chloe Elisabeth Wilson is the author of Rytual (Penguin, RRP A$34.99)
