Today, as 60 years ago, we interpret the spirit of the times and
transform every woman's desires into
Comfort, style, and elegance
1962
The 1960s, women as wives and icons: support for curves and beauty
Lovable is born: within a few years, the little red heart wins over all Italian women.
1970
Together for women's emancipation: shapes that seduce
In the 1970s, underwear became basic and invisible, with low-rise briefs embodying the feminist spirit.
1980
Companions of Italian women when enjoying a drink: ironic, provocative, and free
Lovable becomes an accomplice of the new female power.
1990
Women & Careers... and us, your allies in comfort and femininity
The Lovable world is expanding: no longer just lingerie, but also homewear and swimwear. In 1998, Lovable decided to get closer to its customers by opening its first stores, which are true centers of expertise for lingerie.
2000
It's the new millennium, innovation and technology even in lingerie
Thanks to the know-how of Lovable designers, innovative bras are launched to shape the décolleté of all women.
2010
We are digital and connected: performance at the service of women
Two of Lovable's most iconic and high-performance series are born: My Daily Comfort and Tonic Lift.
2013
Introducing LVB, the line of underwear and sleepwear for men who care about style and materials.
Lovable Man translates the brand's historic experience in terms of quality and innovation into a masculine context, with products featuring refined materials accompanied by meticulous attention to style details.
2018
Inclusive and advocates of authentic beauty: we value the uniqueness of every body
Lovable's desire to reach a wider audience has led to the creation of its official website.
2020
Introducing Lovable Baby, the first line for children aged 0 to 2 years that stands out for its practicality and innovation.
From today, changing your baby will be as easy as saying ZIP!
2021
Yesterday as today, #ComfortLovers because when we feel good, we give our best!
Lovable launches its super comfortable lines and the #ComfortLovers campaign, inviting everyone to get rid of what's tight and get comfortable, because only when you're comfortable you give your best!
2021
Two collections, one mission: to ensure your well-being and that of the planet.
Lovable has decided to embrace the values of sustainability and is launching two naturally comfortable lines: My Bio Comfort and Bio Cotton.
2021
