Alright – so today we’ve got the honor of introducing you to Erin Donaghy. We think you’ll enjoy our conversation, we’ve shared it below.

Erin, appreciate you joining us today. Let’s start with a story that highlights an important way in which your brand diverges from the industry standard.

For fashion, the industry standard for creating a look is to create from a large quantity of fabric. The focus is cutting out as many pieces as possible without much regard from waste, or really considering the impact of always using new fabric. I was excited to move away from this model once I realized I could create intimates from upcycled materials. Doing made to order production has allowed me to refashion looks from cotton t-shirts, lace dresses, bridesmaids gowns and other items available at the thrift store. Starting from a garment that already exists decreases the environmental impact substantially. I try my best to have a plan for all of the pieces of the garment, whether they are turned into a bralette or become pillow stuffing from the odd pieces left over.

Erin, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

Applause Lingerie is a responsible lingerie line that aims to make women feel beautiful and yet content that their shopping choices help the environment. All designs are created and produced in Tucson, Arizona. I strive to be ethical in the production process through choosing upcycled fabrics or dead stock (leftover fabric headed for the landfill) whenever possible. Lingerie is often associated with beauty and femininity, and I wish to pursue those ideals along with the commitment to avoiding the wastefulness of fashion. I also offer custom designs for those who are in the Southern Arizona area. Applause is size inclusive and includes many styles through sizes 3X. In-person bra fittings or custom design consultations are available though the calendar app linked in the Instagram and Facebook bios.

Can you tell us about a time you’ve had to pivot?

During Covid, I realized that women were making dramatic changes in their wardrobe, including their lingerie. For some women, this included changing from wearing a daily underwire bra to a wirefree bralette. I decided to add bralettes into my lingerie options, and was so happy to do so. This allowed me to serve a much greater range of women: those who are seeking the structure of underwire and those who prefer to do without it. Or perhaps own one of both!

Any insights you can share with us about how you built up your social media presence?

I built my audience on social media by providing value and a product of interest to women. Women are very particular about their lingerie brand, and it’s important to connect with them in terms of what you can offer. I am always grateful when I am able to help women with their sizing needs, a personal customized project, or an option to buy from a local, women-owned business. I also feel that Applause is part of the bigger community of responsible brands, and I have found my audience in this area as well, whether through mutual brands or consumers who are aware of trying to limit their environmental footprint.

Contact Info:

• Website: https://applauselingerie.com/
• Instagram: https://www.instagram.com/applauselingerie/
• Facebook: https://www.facebook.com/ALsustainable
• Linkedin: https://www.linkedin.com/in/erincdonaghy/

Image Credits
Audrey Scheere