Coops the Label: The beautiful new intimates line to rival that of Kim K

Anyone who follows Joanna Cooper online will likely already be familiar with her new clothing line. Treating us all to a few sneak peeks of the collection over the past few months, production and distribution were both inevitably delayed as a result of the pandemic but the wait is over and Coops the Label officially launches today. 

An intimates brand within the same vein as its Kim K counterpart Skims, Coops the Label aims to “make comfort feel sexy”. Featuring a range of different pieces in a variety of neutral tones, the opening collection includes a plunge top, cami, thong and short.

Headed up by Derry native Joanna, the former Miss Universe Ireland developed the brand during the chaos of the past year… and as with most other things, 2020 definitely took its toll on the process with several unfortunate delays putting a dampener on plans. Realising that these things were out of her control though, Joanna just went with the flow as much as she could – keeping shoppers up-to-date with the situation via Instagram. 

Thoroughly excited about her new venture, she admitted that starting her own brand has been a dream of hers for quite some time. “I’ve always wanted to start my own fashion brand, but it took the world coming to a standstill before I had the time to dedicate to it. It’s been a long process, but I’ve learned so much and I’m so excited to grow the brand,” she commented. 

Living in London where she was working as a model before the pandemic hit, Joanna has since moved back to Irish soil… but while she’s enjoying being home, she’s found the local fashion scene a little lacking when it comes to the basics. So, she decided to create her own.

“I found since moving to Ireland I’ve been struggling to find good quality, versatile basics – I was always ordering from abroad. I’m so excited to be able to bring Coops the Label to market and hope that not only does everybody love it as much as I do, but that the pieces make the consumer feel sexy and confident”.

All items can be mixed and matched to your own individual preferences with prices starting at just €12 (ranging up to €40). Also trying to cater for a variety of different sizes, pieces are available from XS to XXL. 

Just the start of a very exciting new chapter for Joanna, she’s assured followers that there are still many more collections yet to come with new sets dropping over the coming weeks and months as the brand continues to grow and diversify its offering. 

You can shop the opening collection over on the Coops the Label website as of today. We’ve also included some of our favourites below too. Happy shopping!