EXCLUSIVE: LDMA Furthers Its Mission by Expanding Into Active Lounge

Alexandra Pastore

31 January 2025 at 9:00 am·4-min read

Celebrity-loved brand LDMA (Life Deserves More Action) is ready for the next phase in its evolution. Known for creating intimates that aim to perfect living close to your skin during life’s most demanding moments, the brand’s mission to support women in every part of their day is answering the call for a new layer with the launch of its Active Lounge collection.

The expansion into lounge as the next phase of the LDMA’s growth is in response to feedback from the brand’s loyal community of consumers, who cofounders Michele Thomas and Leland Drummond have always prioritized during research and development.

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According to Drummond, LDMA has received “countless requests for loungewear designed for those in-between moments” specifically calling out pieces that would seamlessly layer over the brand’s core collection of intimates and offer versatility.

“Since launching LDMA, we’ve maintained an ongoing dialogue with our community about how they actually move through their lives,” Drummond told WWD. “What became crystal clear was that the transition moments — from workout to work, from school drop-off to meetings, from full tilt performance to well-deserved rest days — were where women felt indecisive and underserved from a quality and style perspective.”

These insights sparked inspired the creation of LDMA’s Active Lounge.

“Our community has grown immensely a testament to the trust women have placed in us to deliver products that meet their needs and fit effortlessly into their lives,” Thomas said. “As they fell in love with our core designs, they naturally looked to us to bring the same level of innovation and thoughtful craftsmanship to other categories. The Active Lounge collection represents this evolution. It was born from the desire to expand beyond intimates, offering everyday essentials that are just as innovative and versatile as our first designs.”

LDMA’s Active Lounge collection campaign was photographed by Jason McDonald and includes Brooks Nader and Maryna Linchuk.

“Our consumers wanted the technical performance, luxe quality and stylish comfort they love from us for, but in a complete lifestyle wardrobe,” Drummond said. “What really struck us was how often they mentioned wanting pieces that honored athletic heritage while feeling elevated enough for their whole lives. They were tired of choosing between comfort and polish. Active Lounge seamlessly supports women’s dynamic lifestyles whether worn to the gym, layered under a blazer or styled for any in-between moment.”

After locking in the needs of the consumer, Thomas said the design process was nothing short of meticulous, guided by the belief that true luxury lies in the smallest details. Like its innerwear, the brand’s active collection prioritizes high-quality materials and is crafted with ultra-premium Supima cotton terry that is enzyme-washed for softness. Design is focused on “perfecting the weight and tailoring to ensure these elevated essentials feel as thoughtfully designed as [the] core collection.”

To ensure that every piece would strike the perfect balance between structure and softness, Thomas and Drummond dedicated a year to perfecting the Supima cotton terry weights ranging from 12 ounces used in the Heritage Sport Shorts to 27 ounces used in the collection’s hoodies and joggers.

“Drawing inspiration from vintage sportswear, we reimagined its timeless appeal through a modern lens,” said Thomas, who explained the subtle refinements made including clean, contoured waistbands, tailored tapers and perfectly dropped shoulders to elevate the silhouettes and make them effortlessly wearable and universally flattering. “Every element was carefully considered, from the enzyme wash process that lends an authentic, lived-in feel, to the precise placement of our embroidered signature for a sophisticated finish.”

The result, she said, is a collection that “transcends trends, offering elevated essentials that integrate seamlessly into women’s dynamic lifestyles equally at home in moments of relaxation.” Moreover, Drummond added that “the amount of detail in this new collection ensures each piece feels intentional, offering a perfect blend of comfort, functionality and refined style.”

With the launch of the Active Lounge collection, Thomas said that she sees the growth as more than growing LDMA’s collection.

“It’s about continuing to elevate every moment of movement in our customers’ lives. Like everything we make, Active Lounge is thoughtfully engineered to meet the demands of real life in motion, reflecting the incredible growth and connection we’ve built with our community since the beginning.”

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