Q&A: Eveden design director Ruth Fox

As Freya Active announces some key additions to its AW11 collection, Lingerie Insight talks to designer director Ruth Fox about the expanding range.

How are the new products a development of what you have introduced to date?

Our newest sports bras is a moulded racer back. This soft cup breathable style gives a perfectly smooth contour and will eliminate any potential chaffing. It offers high performance medium coverage with a racer back for optimum support.

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Do you believe the upcoming Olympics are helping push demand for Sports-related products?

Definitely. Everyone seems to have an interest in the upcoming Olympics and wants to be part of it in some way or another. I think this is definitely pushing demand for sports-related products.

How is the product different to anything that currently exists on the market?

We have developed our own special mould to give shape and definition by encapsulating the breast rather than using traditional compression, yet still maintaining a high level of control.

What was your inspiration in the design process?

The development was a result of our wear test procedure; the demand was for a high fashion product combined with great performance and functionality.

How do you seek to balance style with functionality?

Colour is an integral part of hitting the right spot; we have been able to introduce some great new fashion colours in our best selling performance bras.

How do you think these additions sit in relation to Freya Active’s development over the next year?

We have some exciting new development for next year, including new styles and size extensions, as well as new fashion colours.

Will you be continuing to expand the Freya Active range?

Absolutely!

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