BAUME JOURNAL - THE FUTURE OF LUXURY: UNDERWEAR REIMAGINED

True Luxury Starts with What We Choose Closest to Our Skin.

Luxury is often sold to us as something shiny — silk dresses, fine jewelry, elegantly packaged creams. But true luxury? It’s quieter. It lives not just in how things look, but how they feel — deep in our bodies.

Together, we’re becoming more aware of what we invite onto our skin. In 2023, a coalition of consumer organizations in Central Europe tested women’s underwear from major brands — and found that nearly 30% contained bisphenols, harmful chemicals known to disrupt hormones. Even more concerning, 10% of the items tested exceeded EU safety limits. These chemicals simply have no place near our most sensitive, absorbent areas. 

For too long, luxury has been defined by appearance. But true luxury goes deeper. It’s not only how something looks, but how it feels — softness, safety, peace of mind. It’s the quiet confidence of knowing that what we wear cares for our bodies, our wellbeing, and the world we share.

Discover part of the lounge underwear collection — styled for effortless summer days. Luxury that truly matters.