Home Lingerie Cool Collab: Flirt x HeartGlass

Cool Collab: Flirt x HeartGlass


Just in time for Spring Break, lingerie boutique 50th & France Flirt has announced a collaboration with local swimwear brand HeartGlass.

Founded by Edina resident Demi George in 2021, HeartGlass is a size-inclusive swimwear brand designed to cater to all body types and make the swimwear shopping experience stress-free. Each of George’s suits, which come in a variety of one-piece styles and different top and bottom styles for mixing and matching, are designed for comfort and movement, offer tummy control and comfortable compression, s fits cup sizes A to G, and contains UPF 50+ to block UVA and UVB rays. “When women try on swimsuits, they fall in love with them,” says George. HeartGlass swimsuits can also be worn as shapewear or bodysuits.

George hopes his pop-up style partnership with Flirt is just the start of more local collaborations in the dressing rooms. “It’s really about collaboration rather than competition and using each other’s relationships to help our local designers and products, Made in America products, local small businesses, women-owned businesses and true entrepreneurs who never give up on delivering the best of retail experiences,” says George, who is currently trying to introduce his brand to retail stores. “This collaboration not only helps HeartGlass have a platform for customers to try out the innovative sizing, but also helps bring more people into the store during slower times,” George said.

Flirt owner Jessica Gerard, who focuses on specialty, fashion-driven lingerie and loungewear, has been hosting swimwear shows since she opened her shop 14 years ago, but considers her new partnership with George as an opportunity to not only keep things fresh for her loyal clientele, but also shows her support for another woman- and local-owned business looking to test the waters of the storefront.

Shoppers can visit Flirt to try on HeartGlass combinations on Tuesdays from 10 a.m. to 2 p.m. and Thursdays from 3 p.m. to 5 p.m. 3927 Market St., Edina, flirt-boutique.com

Madeleine Nachbar

As Trend & Style Editor of Mpls.St.Paul Magazine, Madeline Nachbar draws on her passion for travel, fashion and the arts to closely follow the next big trends and excels at creating visually compelling content that inspire.

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March 9, 2022