Welcome to the Club: Say Hello to HONEYDEW

A conversation between Annah Zafrani, Head Of Creative at HONEYDEW, and Brand Assembly-

Tell us about the origin story of HONEYDEW! What was the initial spark that set everything in motion?

This brand holds a special place in my heart. HONEYDEW was born in Los Angeles, California in 2002, and was founded on love and lingerie. When my husband Benny noticed how obsessed I was with beautiful bralettes and comfy, cute underwear - and the confidence they brought me - HONEYDEW came to life. It quickly grew into a standout lingerie line, capturing all the fun, flirty, and feminine styles I adored, while staying true to what matters most: quality, comfort, and accessibility.

How has the brand evolved since its early days, and what have been some defining milestones along the way

HONEYDEW began as a lingerie-focused brand, we were known for playful, feminine, and affordable intimates that combined comfort with flirty designs. It quickly gained early traction through boutique retailers and department stores across the US. Over time, we recognized growing consumer interest in loungewear and relaxed fashion, especially as athleisure and home wear trends surged. The brand began introducing sleepwear and loungewear sets that kept true to its signature soft materials and effortless silhouettes with playful pops of color and feel-good charm. A few years back, we leaned all the way into the cozy culture, growing from just intimates and sleepwear into a full-on lifestyle rooted in rest, relaxation, and everyday luxuries that feel like you. Now, all of our collections are made for all-day leisure and living - soft enough to sleep in, stylish enough to be seen in. Styles like the Star Seeker set and All American collection became cult favorites; defining the look and feel of HONEYDEW'S everyday luxuries in the comfort-first fashion market.

What are the core values that continue to shape HONEYDEW today, both internally with your team and externally with your customers?

Our core values are rooted in comfort, confidence, and style. Internally, we cultivate a supportive, female-led team and a culture that encourages creativity, collaboration, and authenticity. Externally, we’re committed to designing pieces that help our customers feel good, inside and out, by bringing together playful style with everyday comfort. We believe in celebrating individuality, embracing joy, and crafting thoughtful, feel-good pieces that inspire rest, empowerment, and a little indulgence in self-care.

Where does your creative team find inspiration season after season?

Our creative team draws inspiration from the everyday moments that bring joy: slow mornings, cozy rituals, and the confidence that comes from feeling good in your own skin. Each season, we look to current trends in fashion, art, and interiors, but we always filter them through the HONEYDEW lens, which is playful, colorful, feminine, and effortless. We love to travel and find new trends, and we also listen closely to our community, designing with their lifestyles, needs, and comfort in mind… because inspiration is everywhere when you’re creating pieces meant to make people feel at home in themselves.

What’s one piece from your collection that buyers must check out at the show?

The Star Seeker Set is our forever favorite – super soft, lightweight, and made to live in all year long. Season after season, it gets a refresh with new prints and hand-drawn patterns designed to meet the moment and feel just right, right now.

If HONEYDEW had a theme song, what would it be?

Dreams by Fleetwood Mac. It’s timeless, unapologetically feminine, and made to play on repeat. Soft, feminine, timeless.