Since opening in 2021, Wellington lingerie studio Underlena has earned a loyal following for curating beautiful, wearable lingerie from some of the world’s best independent brands. Now, founder Maxine Kelly is taking that philosophy a step further, unveiling the brand’s very own debut underwear collection—a project two years in the making.
Designed for everyday ease and quiet confidence, the collection features three essential black styles: the Brief, the String Bikini, and the Thong. Ethically made in Portugal and crafted from ultra-soft, breathable Tencel™ Lyocell, each pair is the result of months of wear-testing by Maxine herself, as well as friends, family, and customers across a range of shapes and sizes.
From subtle tweaks to the leg cut and gusset width, to finding just the right rise, every detail was refined with care. “I wanted a brief that was unfussy but beautiful; staple sensual pieces to go with everything – and also make you feel a bit hot,” says Kelly.
Shot at her family home in Muriwai and featuring her own mum in the campaign, the collection feels intimate, personal, and completely true to Underlena’s ethos: comfort that doesn’t compromise on beauty, and underwear that epitomises everyday sensuality.
In conversation with Maxine Kelly
Underlena has built a reputation for curating beautiful, independent lingerie labels. What inspired you to move from retailing other brands to designing your own line?
More than anything it was a desire to execute our perspective on everyday sensuality. I had a very specific type of brief that I wanted to find, so I took it into my own hands! Our brand will sit alongside our existing brands in the showroom, and I think it complements them really well.
Your debut collection centres around three foundational black briefs. Why did you decide to start with these specific silhouettes?
Because I’ve seen how women wear their underwear – they find the shape they love, and they will buy it again and again. My intention is for these to become your staples – styles you pull for in the morning because you know they’ll feel good and they’ll look good under your clothing. It’s important to have a few styles to cover the basics, as people tend to be specific about what they will and won’t wear in terms of shape (though I love suggesting a wild card!).
The campaign feels incredibly personal, shot in your family home and featuring your mother as a model. Could you tell us more about the creative direction and what this campaign means to you?
It was really special. I grew up in Muriwai Beach and thought it would be amazing to highlight the cliff-top location, which I cherish. It ended up being a swansong, a final tribute to that spot, as my parents have now moved to the South Island.
I wanted to work with talent who had a connection to me and the brand, hence casting Sasha (an artist who has previously worked with Underlena) and my beautiful Mum who’s never modelled before. They both look incredible!
It was important to channel a powerful joyfulness that didn’t take itself too seriously. An energy I aspire to live by! I was inspired by editorial shoots from the 90’s, Helmut Newton, and the women that I see everyday in the showroom. My friend Claire Morrison styled it effortlessly with Buddy tees, a crisp white shirt from E Nolan and great jewellery.
How do you hope people feel when they wear Underlena’s first in-house designs?
I just hope they feel great. A little bit more like themselves.
