Since 2003
Allure Insider
Founded in 2003, Allure Intimate Apparel began with a simple mission: to offer exceptional bras, underwear, sleepwear and lingerie for women of all shapes and sizes. Since then, Allure has expanded to seven locations and earned the prestigious title of “Best Lingerie Boutique” in North America. Now, Allure is embarking on an exciting new phase, with plans for several new stores, two remodels, and a renewed focus on personal connections. In an increasingly digital and artificial world, Allure is re-prioritizing human interaction, ensuring we’re accessible and responsive to our customers directly. To share this journey, we’re launching a behind-the-scenes blog, showcasing the people and creativity that drive Allure—from our team to our partners as scene from “behind the lens.” Join us as we return to our roots and share our unique perspective. Subscribe to our blog and experience Allure, from our point of view, both past and present.
“Lingerie… a place where art & fashion meet form and function.”
P. O’Malley
LATEST POSTS
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More Than A Measurement
A longtime friend of mine sent me a link to a story she had written about her daughter Danielle. Linda and I go way back and when I thought about it, it stopped me in my tracks thinking about the passage of time. Anyway, Linda and I shared very similar stories about our children, their…
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More Than a Fit: Inclusivity and Fitting in
By Peter O’Malley & Deborah Mooney At Allure, we’ve been fitting people since 2003. That simple fact carries more meaning than it might seem. Long before inclusion became a cultural conversation, before terminology guides existed, and before brands competed to signal their values, we were quietly doing the work. A customer would walk in, call,…
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Showing Up Together: Community, Care, and Courage at Allure Intimate Apparel
The past week at Allure has been one of deep reflection, meaningful action, and honest conversation. In moments like these, we’re reminded that “community” isn’t just a word—it’s something you actively show up for, even when it’s complicated. In response to the traumatic events affecting our Minnesota communities, both of our Minneapolis-area stores became food…
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Recent TV Features Spotlight Allure Intimate Apparel in Madison & Milwaukee
Over the past month, Allure Intimate Apparel was thrilled to be featured in two exciting local TV segments that highlighted both community connection and expert lingerie education. Our first appearance was on Channel 3000 in Madison, where we promoted Hilldale’s festive North Pole Party holiday event. As a newer business in the Madison area, this…
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Bare Witness
Every day I bear witness to the female human condition at Allure Intimate Apparel. These intimate moments in the fitting room can be very dynamic, sad, complicated, inspirational and, for sure, transformational. Not just for me as a bra fit specialist but also for our customers. So many women are overwhelmed by their daily lives.…
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Dive Into Style with Tankinis, Bikinis & One Piece Swimwear.
The Hottest Petite to Plus Swimwear Trends at Allure Intimate Apparel. Summer is calling, and it’s time to make a splash! At Allure Intimate Apparel, we’re thrilled to unveil our curated collection of swimwear that blends contemporary trends with timeless elegance. Whether you’re planning a tropical getaway or simply soaking up the sun poolside, we’ve…