Evolution not revolution: A new look for Royce

Ever gone through a period of wanting to zhuzh things up a bit? Get a fresh new haircut? Try some different make-up techniques? Mix up your outfit choices? We all evolve our personal style over time – it reflects where we are in life, and helps us present our best selves to the world.

At Royce, we’ve been feeling the same. As a company, we’re now well into our mid-30s and also have a desire to refresh our look. When we started in 1991, as the first brand dedicated solely to wirefree bras, things looked quite different to what they do today – not just in terms of fashion and taste, but how women live their lives. Today, the work/motherhood juggle appears even more challenging; teens are super-savvy about their clothing choices (not particularly new, we know); the conversation around menopause has never been more open; and society is questioning outdated views surrounding body image and ageism.

In the early days, Royce focused on wirefree maternity bras (the National Childbirth Trust was our first customer) before expanding into wirefree bras for all stages of life, from teens to sports to post-surgery to everyday comfort. Now, in 2025, Royce is still sticking to its original principles of making expertly designed wirefree bras for all women, everyday – but we need a new image to reflect how far we’ve come since the 90s. That’s why you may have noticed that we look a little bit different of late.

What is the Royce brand refresh?

You’ll spot our new logo on our website, social media channels, emails, brochures, packaging…anywhere you interact with Royce. We love it and hope you do too. You may have noticed that we’ve dropped the word ‘lingerie’ from our name, but not from our strapline. We’re still proud to making great lingerie – whether it’s ‘pretty and feminine’ such as our new Florentine set; athleisure-styles such as Posie; or ‘classic and simple’ like our Comfi-Bra. We were also the first company in the world to focus solely on designing and making wirefree lingerie, so it’s important for us to cement our credentials as “the original” pioneers in this field.

We think our new logo and beautiful colour palette reflects who we are today. Being a timeless brand is important to us – we consider our bra styles to be modern classics. We don’t believe in following flash-in-the-pan fads and styles so prevalent in fast fashion. We’re also proud to be the original wirefree bra company, the very first to understand that with clever and innovative design, we can help women feel comfortable, confident and supported without the need for underwires.

But we also move with the times. Our loyal Royce customers are women who want great bras that don’t get in the way of today’s busy lives. We use innovative design techniques in response to real-life feedback to make underwear that works for every kind of body, at every stage of life.

Above all, Royce’s latest look is an evolution, not a revolution. We’re still dedicated to wirefree and wirefree only. We’re still looking for new ways to make our bras, whether that’s sustainable fabrics or innovative design techniques. And we’re still talking to women all the time, whether that’s about what they want and need from a bra, or how they live their day-to-day lives (and don’t need a bra adding to their problems!).

Revived by our fresh new look, we’re ready to bring you more fabulous bras, as well as handpicked accessories and must-know advice, for many years to come.