Style & Beauty
November 12, 2016

Forty Winks

I always really respect female business owners; we need more #girlbosses out there, and we should always be out there supporting one another. There are some great events and organizations promoting female entrepreneurship, like Just Us Gal’s monthly summits and Boston Business Women.

I wrote about Vicki and Nikoleta of Best Dressed Charlestown (who just opened their second location) this summer, and I recently spoke with the owners of Forty Winks Lingerie Boutique to learn more about their lingerie boutique in Harvard Square.


Forty Winks owners Meredith and Rachel garnered retail experience working at one of my favorite area boutiques, Mint Julep. The women came up with the premise for Forty Winks, because they often struggled to find lingerie that was both comfortable and beautiful. Their goal was to open a shop where they or their friends would feel comfortable shopping. No such establishment existed yet, and these ambitious women saw an opportunity.

The shop is bright and open. I was on the hunt for a basic tee shirt bra, and I had no idea what bra size I was, and the salesgirls were more than happy to help me find the right fit and style. I went with this Calvin Klein number. It is by far, my favorite bra. Forty Winks also carries designers Cosabella, Hanky Panky, Heidi Klum Intimates, Commando, Chantelle, Stella McCartney, and many more.


Last month, Forty Winks launched a Lookbook titled, “The Middle Layer,” and I am in love with the concept! The campaign features women of all shapes and sizes modeling lingerie in their everyday activities; yoga class, waiting for the bus, biking, gardening, working on the computer, walking the dog. Shot by Jordan Jennings, the models feature Boston locals @jolielavie, @porcelaindalya, @eraese91 and @dahlia_strack.

With the popularity of super skinny supermodels Kendell Jenner, Gigi Hadid, Martha Hunt and Karlie Kloss (no offense to these ladies), it is refreshing to see women modeling lingerie, that we can relate to. Because let’s be honest; none of us have the luxury of a team of personal assistants, personal chefs or personal trainers. The rest of us need functional and comfortable (but pretty) undergarments.


In addition to their shop in Harvard Square, Forty Wink’s has an impressive online store. They offer free shipping and returns on domestic orders. Be sure to sign up for Forty Wink’s Birthday Club to get 15% off during your birthday month! Happy shopping!

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