Beldona launches new fall collection

(CONNECT) The Baden-based underwear company Beldona has unveiled its new fall collection. According to a statement from Beldona, the collection is inspired by nature, featuring warm, autumnal colors. It also has details including lace, embroidery, and prints to evoke dried flowers and delicate leaves.

The collection is reportedly suitable for everyday wear as well as special occasions thanks to its versatile items. It includes everyday underwear essentials as well as nightwear and loungewear in boudoir style. Another focus is on artist Noëmi and musician Sabina, who have shaped the collection as models.

Beldona was founded in 1955 as a family business specializing in women's underwear. Since then, the company has grown, now comprising 60 stores and employing around 360 people throughout Switzerland. With 97 per cent of its workforce made up of women, Beldona sees itself as a company run by women for women. Beldona has been a subsidiary of Triumph since 2010. ce/nta