Lingerie Design Brief Checklist for Startups

Starting your own lingerie brand? Exciting! Overwhelming! Full of ideas...

But without a clear design brief, even the best ideas can fall flat.

After 15+ years in the industry, I’ve seen that a strong brief is the difference between a winning design and a frustrating back-and-forth.

Whether you're launching your first capsule or building a full range, here’s your go-to guide for creating a brief that gets results.

✅ 1. Know what you want and who it’s for

Start with clarity.

Ask yourself:

🟡 What kind of lingerie are you creating?

🟡 Who is it for? What problem are you solving for them?

The more focused your answers, the better your design outcome.

✅ 2. What to include in your brief

✔️ Product type(Padded wireless bras? Period underwear? Bralettes?)

✔️ Visual references(Brand images, AI sketches, moodboards, anything that helps.)

✔️ Target customer(Age, lifestyle, values, unmet needs.)

✔️ Style direction(Your aesthetic, colour palette, vibe.)

✔️ Ideal costing(Your budget shapes your material choices.)

✔️ Timeline(Summer and winter styles differ, even in lingerie.)

✔️ Manufacturing details(Do you already have a factory? Need sourcing help?)

✅ 3. Don’t expect “magic” from thin air

Designers aren’t mind-readers.

If you’re hiring someone to help define your vision, be upfront about that.

If you already have a clear direction, communicate it with precision.

Both are valid, but clarity is key.

✅ 4. Be open to refining the idea

I once had a startup founder say,“I want a sporty pyjama in satin.”

Great energy. But the idea didn’t sit right.Instead, I proposed a sporty loungewear concept, more breathable, more market-aligned, and more successful.

Let your designer guide the idea when needed. That’s what they’re here for.

✅ 5. Treat your brief like a business case

Here’s the framework I use during discovery calls:

🟣 Brand & Vision

• What’s your story?

• What’s the need you're solving?

🟣 Product Scope

• What are you developing?

• How many styles?

🟣 Design Direction

• What’s your aesthetic?

• Which brands inspire you?

🟣 Production

• Do you have a manufacturer?

• When are you launching?

🟣 Budget & Business

• What’s your development budget?

• Is this a one-off or long-term project?

🟣 Deliverables

• What format do you need?

• How involved do you want to be?

  
  

If you can answer these, you're already ahead.

🎯 Want to make your vision a reality?

If you’re dreaming of starting a lingerie or intimates brand, don’t wing it.

Start with a strong brief.Or better yet, let’s build it together.

📞 Book your free discovery call with me now to kickstart your brand’s journey.

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I’m Ash, founder of Horizon Design Studio, and I specialise in creating bespoke lingerie, swimwear and loungewear designs that reflect today’s market values.