Set up by friends Helena Boas and Donella Tarantelli, their concept was to create a new brand of high quality, everyday women's underwear in beautiful but practical fabrics. They were shortly joined by Debbie Missing, who brought with her over 15 years of experience in the underwear industry. 

Launching with the Cotton Basics Range, made using only the finest US Supima cotton, in eight basic styles, Bodas has always put a strong emphasis on sourcing the best fabrics they can find. The lingerie range now runs to five key fabrics; Supima Cotton (the original), Smooth Tactel, Sheer Tactel, Jabouley Lace and Sheer Mesh.

Bodas now also designs nightwear, loungewear and swimwear, the emphasis still being on finding the best fabrics around. They work closely with their customers and know how particular they are; so the nightwear is made from wonderfully soft 100% cotton, the swimwear is sleek, lightweight, and super-quick to dry and the t-shirts are woven for them in Canada from the softest jersey Supima cotton yarn. 

Bodas have always worked closely with their customers and it is from this experience that they created their "basics" - core colours, styles and fabrics that are never discontinued, making it easy for women to re-order styles they like and to try new styles that will co-ordinate with what they already have in their underwear drawer. Bodas' whole collection is based on a foundation of a carefully chosen range of styles with something to suit everyone. And of course, everything is machine-washable..

Design is all important, and Bodas work with outside talent in fashion and architecture in collaborations and partnerships. Most recently, the late Jan Kaplicky, Future Systems architect, re-designed their Ledbury Road shop (2008). The focus on fashion and design has quickly won Bodas international recognition and partnerships with fashion-driven retailers that include Harvey Nichols in London, Barney's in New York and Le Bon Marche in Paris, as well as distribution across the USA, Canada, Hong Kong and Australia.

The brand has won praise from journalists, stylists and celebrities alike. Worn at the catwalk shows of Roland Mouret, Zac Posen, Temperly, Anna Sui, Jenny Packham and Tristan Webber...not least by Madonna in her latest video with Justin Timberlake. The Financial Times has called it "just the right side of sexy"; while Harpers Bazaar says "Heavenly Bodas...simple, smart and sexy".

The Bodas mission has become one of designing those everyday wardrope staples which look and feel like a luxury, are incredibly comfortable to wear and have exceptional fit, but which are also practical and affordable- always striking the balance between fashion and tradition.

Bodas. beautiful everyday underwear