You Can Now Buy Lingerie at J.Crew

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Many people fear change. But change can be good, if done correctly. In the wake of Jenna Lyons's departure from J.Crew after a whopping 26 years at the helm, the brand is proving this theory to be true by strategically expanding its product offerings and catering to a more modern millennial customer, à la Madewell. Last month, the retailer launched Playa, a 20-piece range of retro-inspired swimwear in decidedly sexier silhouettes, meant to be mixed and matched, and partnered with WeWork and LinkedIn on a female-driven campaign focused on power-dressing.

Today marks the arrival of Intimates by J.Crew, a collection of affordable bras and underwear priced from $13 to $36. To create the entirely new product category, the brand's in-house design team looked to some of its top-selling swimsuits and made the pieces from mesh and the very same soft cotton as J.Crew's T-shirts, which gives a whole new meaning to the concept of a T-shirt bra. Among the styles included are underwire bras, plunge v-neck bras, and bralettes with special side panels meant to conceal side boob (because, let's be honest, what's more annoying than side boob?).

Scroll through below to shop our favorite styles, available now at jcrew.com.

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