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NEW IN

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

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....

Things We're Crushing On This Week 🩷🩵

Things We're Crushing On This Week 🩷🩵

June 28, 2026

Is time going by faster these days? We don't know how but it's already the end of June?! Like genuinely, where did the first half of this year go? We...

Plot Twist: June Is the New January

Plot Twist: June Is the New January

June 21, 2026

Uhhh we blinked and we're halfway through the year?? When the f*ck did that happen? We don't know about you guys but some of us on team Alura haven't been...