Skip to main content
your browser is not supported
To use ASOS, we recommend using the latest versions of Chrome, Firefox, Safari or Edge
ASOS logo

INTERVIEW

GET THE LOWDOWN ON LEMONADE DOLLS FT. FOUNDER LEMON FULLER

Say CYA to your boring basics because Lemonade Dolls has officially landed on ASOS. What began as a body-positive Instagram community grew into a bold lingerie brand when founder Lemon Fuller realised the industry wasn’t catering to her community. So, she did what she does best: turned her anger into something cool. With confidence sewn into every seam, inclusive sizing and zero-landfill designs, Lemonade Dolls is about to become your new lingerie bestie. We caught up with Lemon to talk confidence, community and V Brazilians.
Models wearing green Lemonade Dolls underwear | ASOS Style Feed

Picture: ASOS

LAUNCHED: 2019

FOUNDER: Lemon Fuller

ORIGIN: Soho, London

IN THREE WORDS: Your best friend

FUN FACT: The brand has donated 40,000 pairs of briefs to refugees across Europe in partnership with a charity.

 

Lemonade Dolls Fuller Bust Synergy lace bralette in green with pink trim, £32

Hey Lemon, what motivated you to launch Lemonade Dolls?
Lemonade Dolls started as an Instagram account to make women feel good about themselves – and it grew because it was super authentic, raw and real. Once this community had been built, I asked them what underwear they wore, and I realised that a lot of these women weren't catered for by other brands – they stopped at certain cups and sizes. Then that got me really angry, and usually when I'm angry, I do some cool things. So, that’s how Lemonade Dolls turned from being a community into a lingerie brand.

 

How do you want someone to feel when they wear Lemonade Dolls?

Absolutely bloody amazing. I want everyone to feel like there's an army of women behind them and that they believe in everything they do.

Name one style that everyone should know
The V Brazilian. It's got a V-waistband, which basically looks good on every single shape and size, whether you're a size 6 or 26. Also the OG bralette is made with power mesh, supports up to a G cup and has no wires. We did a campaign around gifting people who messaged us saying they would never wear our products because they need underwire. Out of 100 women, 95 came back and said that they were wrong – now they're our die-hard followers.

Any tips for feeling confident in lingerie?
Be yourself, wear some fabulous colours that make you feel great, and go get your day. A lot of what we’ve created is comfortable, sexy, bold and bright. We've been working on these shapes for over six years now, and whilst the colours and fabrics change, the shapes don't. They're going to make you feel amazing when you put them on.

 

We love that your brand is inclusive and features all kind of bodies. Why is this important to you?
It's important to us because it's who we are and it's who the community are. We are people of all shapes and sizes, and all backgrounds, so we wouldn't be authentic if we weren't representing them.

You never retouch your photos, why is that?
We're talking about celebrating women and people for who they are, so retouching just doesn't make any sense to me. Why would we be photoshopping some stretch marks? What I'm really passionate about is transparency because it's important that women understand what's real.

Your brand is built on a loyal community. What's the most touching feedback you've ever received?
I'll never forget when we had a community shoot with 100 women. We had a dance class and I talked them through the next collection – it was fabulous. I told them we were doing a photoshoot and if they were interested, they could join. Next thing you know, 100 women got involved and stripped down to their undies. There was not a pair of jeans or a shirt in sight. Everyone was clapping and it was just a really powerful moment. A woman told me, ‘I've never loved my body before, but now I do.’ I saw her go from being nervous to overly confident, and then loving her 64-year-old self.

We heard Lemonade Dolls is doing some great things in the world – tell us more.
We’re super dedicated to supporting Choose Love and helping refugees. Our mission is to reach as many women as possible, so that's not just women in privileged positions in privileged countries – we're working with homeless charities and refugee charities to try and get as many pants out there as possible.
Who would you love to see wearing your designs?
What I'm really excited about partnering with ASOS is to reach more women and further our national impact. So, my dream is to get it into the hands of people all over the UK. I do think Adele would be a good celebrity though. And Jameela Jamil!

What fashion trend will you be wearing all summer?
I’m an animal-print lover. Like… I'm obsessed. I'm going to be owning that this summer.

What's next for you and the brand?
We have a massive film collaboration in the pipeline – stay tuned!


Shop Lemonade Dolls on ASOS now.

SHOP LEMONADE DOLLS Items