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BUBBLEGUM • CLOUD BLUE

the summer collection

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Sculpted Performance

Captivate X

Criss-Cross front. Sculpted waist.

Captivate V

Sculpted V-back. Lower rise.

Captivate Core

Mid-rise. Signature sculpt.

Captivate Romper

All-in-one. Sculpted fit.

Fitted Tee

Form-fitted essential.

Sports Bra

Clean fit. Everyday support.

Halter Bra

Open back. Sculpted support.

Ruche Bra

Ruche detail. Defined lift.

Ruche Top

Soft ruche. Sculpted shape.

Our Softest Yet

Zip-Ups

Sleek & Sculpted Comfort

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SUNDAY COLLECTION

Your New Off-Duty Uniform

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New Arrivals

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The Journal

A Love Letter to the 6am Girls (And the 9pm Girls, And Everyone in Between) 🤍

A Love Letter to the 6am Girls (And the 9pm Girls, And Everyone in Between) 🤍

August 9, 2026

Hello!!!!! I have to confess that I've fallen off with my gym routine this summer. I've leaned heavy into fun (as we should!!!) but as I attempt to lock back...

Meet Our Co-Founder 🤍

Meet Our Co-Founder 🤍

August 2, 2026

Fair warning: you're gonna love her. Erin Boddy is the co-founder of Alura, the woman behind every product you're currently obsessed with, and also, in our humble and completely unbiased...

Alura vs. Dfyne: One of Us Is Built for Women Who Lift. (It's Us.)

Alura vs. Dfyne: One of Us Is Built for Women Who Lift. (It's Us.)

July 19, 2026

Okay, we wanna acknowledge upfront that we're a little biased here. But we're also going to be genuinely useful, because if you're Googling "Dfyne vs Alura" you deserve an actual...

Your Gym Bag Is Doing Too Much: A Packing Edit

Your Gym Bag Is Doing Too Much: A Packing Edit

July 14, 2026

Open your gym bag right now. Go on, I'll wait. Found an elastic with simply no elastic left that's been in there since March? A protein bar wrapper with half...

Why the "That Girl" Era Is Over (And What Replaced It)

Why the "That Girl" Era Is Over (And What Replaced It)

July 8, 2026

Remember "that girl"? 5am wake-ups. The matcha. The colour-coded planner. The 12-3-30 on the treadmill before sunrise, filmed in a mirror, set to a very specific kind of piano music....