US’ Walmart launches body-positive intimates brand, Joyspun

American retail chain Walmart has announced that it has replaced its billion-dollar sleepwear and intimates private brand Secret Treasures with Joyspun. Joyspun features fresh silhouettes, buttery soft fabrics, and modern style without the premium price tag. The new fashion assortment reflects inclusivity, body positivity, and styles that prioritise comfort and confidence.

Conceptualised by in-house designers, the new brand offers over 300 styles of sleepwear, bras, panties, socks, hosiery, and maternity wear such as super soft sleep shirts and plush, quilted robes, according to a press release by Walmart.

Customers can choose from more bra styles (wire-free, unlined mesh, bralettes, and flexible cups that mould to your figure) and underwear styles (thong, cheeky, hipster, and hi cut bikini). Luxe fabrics with high quality, soft, seamless microfiber and modal/spandex offer Real-Lasting Softness that maintains quality wash after wash.

The collection features elevated design details, like feminine lace patterns, on-trend colours and prints, and beautiful lining details. Customer favourites have been upgraded, including the top-rated sleep shirts and notch neck PJs that feature super soft fabrics, cohesive print stories, and more beautiful lining details, added the release.

The brand DNA embodies inclusivity and positivity to fit all types of customers and body types, with 18 size options for a flattering, feel good fit. Bras range in size from 34A to 46DDD and underwear ranges from XS to XXXL.

Fibre2Fashion News Desk (NB)