By Alexy, Product Team
On the EB design team, one of our favorite parts of the process is choosing new seasonal colors.
We always start by asking ourselves:
What does this season actually feel like when you're living inside it? What does it ask of you? What does it offer back?
For the beginning of fall, the answer came immediately; It feels like the light as the seasons shift. Lower, warmer, shimmering. It lands differently on everything it touches. It makes ordinary things look exceptional.
We called it Golden Hour.
Why This Color, and Why Now
Golden Hour is not a trend color. It's a settling-in color. The kind you reach for in August and are still pulling out of your drawer in February because it just works - under white, under black, under every knit and layer in your fall wardrobe.
We chose the color carefully. Neutral enough to disappear under anything you own. Saturated enough to feel rich. It looks beautiful on every skin tone, which matters when you're designing something meant for every body, not just a specific one.
Naming the color was easy. When we looked at what we'd built and asked what this moment in the year actually feels like, Golden Hour was already there, ready to shine.
What Makes Limited Edition Different
When we develop a limited edition colorway, the intention is different from a core color. A core color earns permanence through versatility. A limited edition earns its place by capturing something visceral: a season, a mood, a quality of light that won't last.
Golden Hour is built for the woman who chooses things with intention. The bra she reaches for because it feels right for where she is right now, not just because it's practical. That's a different kind of motivation to design for, and it shapes every decision we make — from the exact depth of the color to the choice of hardware.
The Hardware Decision
Our Golden Hour bras and underwear feature a rose gold EB logo and gleaming strap hardware on the Beyond bra.
Rose gold catches light the way the season itself does. Glowing. Warm. Reflective.
Reflective is the word we kept returning to during development. Not just because the hardware literally reflects light - it does - but because fall is the season of reflection. You look at what you've built. You take stock. You move forward with intention. The hardware carries that energy. A small thing that holds the bigger story.
How Color is Developed
We start every colorway with a moodboard. For Golden Hour: late-afternoon light through autumn leaves. Honey. Brushed brass. The specific warmth that happens when the sun is low and everything it touches looks like it was lit on purpose.
From there, fabric testing. The color has to read beautifully across multiple skin tones and multiple light conditions - studio lighting, natural light, the selfie. A color that looks beautiful in one environment and goes flat in another doesn't make the cut.
Golden Hour gleamed on every surface, in every light, on every body.
A Look at Golden Hour
What We Built It For
Golden Hour is available in the styles you reach for most: the Defy Bra, the Beyond Bra, the Evelyn Bra, and the High-waisted Retro Bikini. The lineup reflects the same intention as the color — these are the bras you live in, now in a color you’ll love to wear.
One last thing worth knowing: limited editions don't restock. When Golden Hour is gone, it's gone. The color and the hardware together are specific to this season, this light, this moment.
Catch it while the hour is golden.
