Hunkemöller

HKMX Sportswear is a sportswear sub-brand officially offered by Hunkemöller. It extends the lingerie-focused mainline into sportswear, offering items such as sports bras and leggings with an emphasis on both functionality and fashion. Its purpose differs from Private Collection, intended for everyday wear and special occasions, and NOIR, which focuses on premium lingerie. It is positioned as a line for customers seeking support and comfort during exercise. HKMX products are also sold through the official online store.

The Freedom Collection was presented in Hunkemöller’s official brand materials as one of its sub-brand lines. Centered on lingerie focused on comfort, such as wire-free bras, it was developed for customers seeking everyday wear. Unlike Private Collection, which emphasizes sexiness and ornamentation, and NOIR, which is characterized by premium materials and finishes, it is positioned around comfort and lightness. In the official materials, it is treated as a line within the brand family that complements the main collection and meets everyday-use needs.

P.O.P. is a collection introduced by Hunkemöller in 2021 and treated as a sub-brand in its official materials. The name stands for Power of Positivity. Aimed primarily at younger generations, it offered lingerie and other products themed around self-expression, diversity, and a positive outlook. Its target audience and appeal differed from those of the main collection, aimed at a broad customer base, and HKMX, centered on functionality. It was a line offering casual, comfortable styles for younger consumers.

NOIR is a line that Hunkemöller positions in its official materials as its “most premium sub-brand.” Compared with the main collection and Private Collection, it focuses on refined lingerie and nightwear, with an emphasis on the quality of materials and finishing. While Private Collection centers on bold, sexy items, NOIR is differentiated within the brand family as a higher-end line for customers seeking quality and delicate details. NOIR collection products are still available through the official online store.

A sub-brand officially developed by Hunkemöller, it is presented in brand materials as “Private Collection by Hunkemöller.” While the main collection covers a broad range, from everyday lingerie to swimwear and nightwear, this line offers lingerie, nightwear, and accessories that foreground decorative details and sensuality for fashion-conscious customers. Unlike NOIR, which centers on luxurious materials and refined designs, it serves occasions and bold styling.