History

The history of Lady Grace Intimates traces back to 1958, when Amelia Exconde, described in company profiles as a schoolteacher with dressmaking skills, began crafting her own undergarments to achieve a better fit. She developed proprietary patterns and eventually produced garments for colleagues. The venture grew into a husband-and-wife operation, with Fidel Exconde managing the financial aspects.

Early clientele reportedly consisted largely of college students. Over time, the brand expanded its reach to the broader women’s market and secured shelf space in Metro Manila department stores. Historical materials indicate that Lady Grace subsequently supplied intimate apparel to international markets, including Germany, Mexico, Denmark, Puerto Rico, the United Kingdom, the Netherlands, Finland, and Canada, sometimes under private labels.

By the 2000s and early 2010s, the brand became particularly identified with shapewear and figure-enhancing underwear. A 2013 presentation of the Shape Wear Series highlighted items such as cami shapers, hip and butt enhancers, panty shapers, tummy-control shorts, and binders 2.

Historical records identify Amelia Exconde as the pioneering figure behind the brand. Subsequent generations of the Exconde family have also been involved in the business; a 2013 profile named Grace Exconde as Chief Operating Officer and daughter of Amelia Exconde 3.

Official intellectual property documentation further links the LADY GRACE marks to the Exconde family. An IPOPHIL gazette records “LADY GRACE INTIMATES” as a Class 25 mark associated with Amelia J. Exconde, covering clothing-related goods 4. More recent IPOPHIL records show family members associated with additional marks, including LADY GRACE CLASSIC ESSENTIALS, which covers brassieres and underclothing 5.

Lady Grace Intimates maintains a broad product portfolio. The current online catalog is organized into the following categories:

• Bras
• Panties
• Shapewear
• Tummy-control garments
• Body suits
• Hip and butt enhancers
• Binders
• Activewear
• Teens’ bras
• Boyleg underwear
• Tube bras
• Mastectomy/nursing bras
• Silicone and adhesive bras
• Bra straps
• Bra extenders and other accessories 6

The catalog encompasses both everyday basics and specialized garments, including non-wired molded bras, multi-way bras, strapless styles, bralettes, high-waisted cotton panties, seamless panties, thongs, adhesive bras, bodysuits, and tummy-control wear 5.

Bras

Bras constitute a foundational category for the brand. The range includes conventional styles alongside non-wired, molded-cup, push-up, multi-way, strapless, bandeau, bralette, nursing, and teens’ bras. Specialized solutions such as adhesive and silicone bras are also available for outfits where traditional straps or bands are impractical 6.

Panties

The panty collection features cotton, seamless, high-waisted, mid-waisted, full, bikini, boyleg, lace, and thong styles, along with plus-size and tummy-control options 7. Specific models highlight technical construction; for instance, one seamless panty is composed of 86% nylon and 14% spandex with a mid-waist cut and lace detailing 8.

Shapewear

Shapewear remains one of Lady Grace Intimates’ most distinctive categories. Current offerings include:

• Seamless tummy-control shorts
• Tummy-control panties
• Full-body shapers
• Body suits
• Hip enhancers
• Butt enhancers
• Postpartum binders
• Panty shapers
• Medium-control garments 9

This specialization dates back to at least the early 2010s, when the Shape Wear Series was presented as a central component of the brand’s product strategy 2.

The branding of Lady Grace Intimates traditionally centers on three interconnected pillars:

1. Fit – Reflecting the founder’s original motivation to create better-fitting undergarments.
2. Affordability – Positioning intimate apparel and shapewear as accessible rather than exclusively premium.
3. Confidence – Framing products as tools to help women feel comfortable, attractive, and confident.

The official website articulates a vision of creating innovative, high-quality, and affordable products while expanding availability through e-commerce and international channels. Marketing objectives similarly emphasize fashion trends, product innovation, and broader accessibility via recognized retail and digital platforms 1.

Lady Grace Intimates has long been associated with major Philippine department stores. Its current retail directory lists an extensive network of locations, including branches within SM, Landmark, Robinsons Galleria, Gaisano, KCC, and CSI 10. SM locations span numerous cities nationwide, including Manila, Quezon City, Makati, Cebu, Davao, Iloilo, Bacolod, Baguio, and Cagayan de Oro, though specific product availability may vary by store.

In addition to physical retail, the brand operates an official online store and maintains a presence on e-commerce platforms. Digital storefronts currently list products ranging from body shapers and bodysuits to sports bras and seamless tummy-control garments 1213.

Beyond traditional department store distribution, Lady Grace Intimates has expanded significantly into e-commerce. The official website functions as both an online catalog and shopping platform, with products organized into multiple collections 4. Company marketing materials identify social media engagement and e-commerce availability as critical components of its current brand awareness and expansion strategy 1617.

Lady Grace Intimates occupies a distinct position in the local market by combining everyday underwear with functional bodywear rather than focusing exclusively on fashion lingerie. The portfolio can be categorized into three tiers:

• Everyday essentials: Bras, panties, camisoles, and basic underwear.
• Fashion/function: Push-up, multi-way, strapless, adhesive, and specialty bras.
• Body shaping: Tummy-control underwear, seamless shorts, binders, bodysuits, and hip/butt enhancers.

This combination distinguishes the brand from conventional lingerie-only labels, offering products designed for support, shaping, concealment, and outfit compatibility alongside aesthetic appeal 1213.

A defining feature of the brand’s evolution is its transition from a traditional underwear manufacturer to a provider of comprehensive “intimate solutions.” While early history focused on bras and panties, the company subsequently developed specialty items such as molded butt enhancers, body shapers, leg shapers, and adhesive bras.

Today, the catalog continues this functional approach, offering postpartum binders, silicone prostheses, and specialized bodysuits alongside conventional underwear 11.

“LADY GRACE INTIMATES” is formally registered as a trademark in the Philippines under Class 25, covering clothing and related goods. IPOPHIL records identify Amelia J. Exconde in connection with this mark 4.

The Exconde family has also pursued related registrations. For example, LADY GRACE CLASSIC ESSENTIALS was filed in 2023 for brassieres and underclothing, listing Fidel Jr., Amelia, Gonzalo, and Grace Exconde as applicants 5. These records provide official documentary evidence of the brand’s connection to the Exconde family.

The present online catalog illustrates the breadth of the brand’s offerings. Examples include:

• Non-wired molded bras
• Multi-way bras
• Strapless bras
• Cotton teens’ bras
• Seamless panties
• High-waist cotton panties
• Seamless thongs
• Tummy-control shorts
• Full-body shapers
• Hip and butt enhancers
• Adhesive bras
• Bodysuits
• Postpartum binders 1213

Pricing on the official store ranges from affordable accessories and basic underwear to higher-priced specialized shapewear. For instance, basic panties are listed around ₱199–₱300, while certain bodysuits and full-body shapers range from ₱1,700–₱2,000. Prices and stock status are subject to change 15.

Lady Grace Intimates is notable as a long-running Filipino intimate apparel brand that has maintained a strong domestic focus while pursuing overseas business. Its reported founding in 1958 affords it greater longevity than many contemporary local lingerie labels.

The brand’s identity is closely tied to the development of affordable shapewear in the Philippine mass market. Rather than treating shapewear as a niche luxury, Lady Grace integrated shaping garments into its broader underwear business and distributed them through mainstream department store channels 1213.

The brand has maintained a visible presence in Philippine department stores for decades. Historical reports cite availability in SM and other major retailers nationwide, a legacy continued by its current extensive physical retail network 14.

Lady Grace Intimates has also utilized celebrity and event marketing. In 2013, Brazilian-Filipino television personality Daiana Menezes served as an endorser during the launch of a shapewear campaign and fashion presentation.

Lady Grace Intimates is a Filipino intimate apparel brand founded in 1958 and associated with the Exconde family. Originating from Amelia Exconde’s efforts to create better-fitting bras, the business expanded into a comprehensive women’s underwear company. Historically, the product range grew from basic bras and panties to include shapewear, body shapers, binders, enhancers, and specialized intimate products 15.

Today, the brand operates throughout the Philippines via department stores and e-commerce, offering an extensive catalog of everyday underwear, fashion bras, shapewear, activewear, and specialty apparel. Its stated philosophy remains centered on quality, innovation, affordability, fit, and confidence 1. Lady Grace Intimates is widely recognized as a heritage Filipino brand that combines mass-market accessibility with a broad range of functional and figure-shaping intimate apparel.

1. Lady Grace Intimates
2. Microsoft Word – Registered Mark as of March 2019
3. Intellectual Property Center, 28 Upper McKinley Rd.
4. Collections – Lady Grace Intimates
5. Products – Lady Grace Intimates
6. HOME PAGE – Lady Grace Intimates
7. PANTY – Lady Grace Intimates
8. Lady Grace intimates Seamless Full Panty – 6469 – Lady Grace Intimates
9. SHAPEWEAR – Lady Grace Intimates
10. Lady Grace Intimates | Linktree
11. Electronic Gazette
12. Products – Page 2 – Lady Grace Intimates
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14. Contact us – Lady Grace Intimates
15. Lady Grace Intimates
16. Lady Grace Intimate Apparel Store
17. Lady Grace Intimates (@ladygraceintimates)