French in style and made by hand in Bali: that is how Gooseberry Intimates, a lingerie and swimwear label, describes itself, with each piece made to order by local artisans. It sells soft lace bras, briefs and bodysuits alongside the bikinis and one-pieces that made its name on Instagram, and it sells online, with free standard shipping inside the United States. The company does not publish its founders' names or a founding year, and earlier descriptions of it as an American luxury brand founded in Bali go further than its own pages do.
French lingerie style, made in Bali
The brand's own summary is one sentence long: Gooseberry "was born from a desire to create lingerie that blends the elegance of French fashion with the laid-back beauty of Bali." It describes itself as a "French label" whose look "embraces the delicately lacey and softly unstructured style of lingerie while channeling the fluid, effortless charm of swimwear."
That is a fair description of the product. The lingerie is mostly unpadded and wire-free, in silk, lace, mesh, microfiber and cotton. The swimwear borrows the same lines: thin straps, ties, ruffles and plunging necklines that look closer to a bra and brief than to a sports swimsuit.
The production story is the Bali half. Pieces are hand-made to order with local artisans, using what the brand calls Fair Trade practices, "ensuring our team works in ethical conditions." Gooseberry also says it funds the removal of one pound of ocean plastic for every order.
The swimsuit Kendall Jenner kept posting
Gooseberry's rise is a social media story, and the company's press page documents it. In July 2018 Alessandra Ambrosio was pictured in a Gooseberry sports bra. In August Kendall Jenner was photographed in its Seaside swimsuit, and People ran a piece that month on "the super sexy swimsuit every supermodel loves." That November another Jenner bikini post made the rounds. Kourtney Kardashian followed in June 2019.
The attention returned in 2024. Glamour reported in April that Blake Lively had been "spotted" in what it called "Instagram's favorite swimsuit." In June Vogue published "Why models from Kendall Jenner to Taylor Hill are obsessed with this French swimwear label," and People covered Jennifer Lopez on an Italian yacht in a plunging white Gooseberry one-piece. Olivia Wilde and Vanessa Hudgens appear in the brand's gallery of famous customers too.
Two styles recur in that coverage: the So Chic one-piece, worn by Jenner in black and emerald and by Lopez and Hudgens in white, and the Seaside suit. Neither relies on padding or structure. Their appeal is a low neckline, a high leg and a clean line.
Gooseberry lingerie and swim collections
The catalog is split into lingerie, swimwear and a smaller clothing and lounge range. Lingerie collections carry names like Be Mine, Coquette, Dainty, Desire, Dolce, Les Florals, Manhattan, Mon Cheri, Sweet Nothing and Le Boyfriend. Many styles come in more than 20 colors, and customers can "build their own" sets, panty packs and bikinis by mixing tops and bottoms.
Prices are moderate rather than luxury. Bras sit at about $49 to $55, halter bikinis at about $59, and one-pieces at about $110. Free US shipping starts at $150. This encyclopedia records about 540 Gooseberry products across swim and lingerie, with the soft bralette as the common shape across both.
Where Gooseberry fits
Gooseberry belongs to a group of direct-to-consumer labels that use soft lingerie construction for swimwear and sell both through Instagram. The nearest comparison in this encyclopedia is For Love & Lemons, the Los Angeles label that also mixes lace lingerie and romantic swim, though Gooseberry is smaller, cheaper and less documented.
In June 2023 Brit+Co still placed it on a list of little-known swimwear brands, which says a good deal about how far celebrity holiday photos travel beyond their own audience. The company remains quiet about who runs it.
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Sources
- gooseberryintimates.com
- gooseberryintimates.com: about
- gooseberryintimates.com: as seen on
- gooseberryintimates.com: press
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