Est. 2021 — New York
VELOUR was born from a simple belief: that every woman deserves to feel exquisite, comfortable, and fully herself — from the inside out.
The Beginning
VELOUR began in 2021 in a small Brooklyn studio, where founder Amara Chen sketched her vision of lingerie that was simultaneously luxurious and wearable — pieces that would make a woman feel like herself, always.
Frustrated by a lingerie market that prioritised performance over feeling and trend over timelessness, Amara set out to source the finest European laces, Japanese silks, and organic cottons — and to build a brand around transparency, sustainability, and inclusive sizing from day one.
Five years on, VELOUR has grown into a beloved brand trusted by women across 40 countries, featured in Vogue, Elle, and Harper's Bazaar, and remained fiercely committed to the values it was built on.
What Drives Us
Beauty is not a size. We design for XS through 4XL and believe every body deserves lingerie that fits perfectly and feels extraordinary.
Every piece is made in certified ethical facilities with living wages and safe conditions. We publish our full supply chain annually, because transparency matters.
We don't chase trends. We create pieces designed to last seasons and lifetimes — thoughtfully, beautifully, with intention in every stitch.
Our Commitment
Since our founding, sustainability hasn't been a marketing add-on — it's been embedded in every decision we make, from sourcing to shipping.
The People Behind VELOUR
Co-Founder & Creative Director
Formerly at Chloé and Stella McCartney, Amara brings two decades of luxury fashion experience to VELOUR's design ethos.
Co-Founder & CEO
With a background in sustainable fashion and supply chain ethics, Sofia ensures VELOUR walks the walk on every promise it makes.
Head of Product & Sizing
Naomi pioneered VELOUR's inclusive sizing model, consulting with thousands of women to create fits that truly work for all body types.
As Seen In
Our Journey
2021
Amara and Sofia launch VELOUR from a Brooklyn studio with 8 hero pieces, selling out within 48 hours of launch.
2022
Vogue's "New Voices in Intimates" feature catapults VELOUR to international attention. First international orders ship to 18 countries.
2023
VELOUR expands sizing to XS–4XL across all collections, becoming one of the first luxury lingerie brands to offer full-spectrum sizing at launch.
2024
VELOUR achieves full carbon neutrality across shipping, manufacturing and packaging — verified by independent third-party auditors.
2025
The VELOUR community surpasses 100,000 members worldwide. We celebrate with our first community-designed limited collection.
2026
Our most expansive collection yet — 48 new pieces spanning bralettes, sleepwear, sets and bodysuits. The VELOUR story continues.