I’ll be honest—when we first started designing Up All Nightie, the idea of including cups in a nightie made me pause. The whole point, after all, was to be bra‑free, to let your body exhale at the end of the day. And cups? That sounded a little too close to a bra for comfort. Taking your bra off is that one small ritual that feels like freedom—like finally being home in your own skin. Wouldn’t that just feel like putting a bra back on in disguise?

But as we began testing, iterating, and truly observing what breasts need—even at night—something became clear: a flat triangle of fabric just doesn’t cut it.  

Here’s the thing no one likes to admit—when the bra comes off, our breasts don’t float. They hang. And that flimsy, one‑dimensional triangle of fabric that so many nighties rely on? It does nothing. It can’t support. It can’t shape. And it certainly can’t celebrate what makes our breasts unique.

That’s when I realized we deserve more—much more.

Why should lift and support belong only to the daylight hours? Why should shaping and structure stop at bedtime? We wouldn’t settle for shapeless and unsupported during the day, so why lower the bar when we’re home, relaxed, and even sleeping?

I still believe comfort is everything at night, but comfort shouldn’t mean compromise. I don’t want to feel squeezed or restricted—yet I also don’t want my breasts forgotten. I want them to feel as they’re meant to feel: elevated, supported, and shaped. Not flattened into a triangle, not left behind at the end of the day.

This is the paradox we set out to solve, and it’s what led us to our patented Breast Beautiful Bodice™, featuring our three‑piece cups.

We reimagined what a cup could be—not as a bra substitute, but as a soft structure that works with your body, not against it. Our three‑piece cups reflect the true shape and dimension of a woman’s breast. Not flat. Not generic. But round, voluminous, and deeply individual.

Each curve, seam, and panel is there for a reason: to hold, to lift, to contour. The layers stretch and support in just the right places, offering shape without squeeze, structure without wires, beauty without bulk. There’s no padding, no foam, no underwire. Just you—flattered, free, and completely at ease.

The result feels like nothing else you’ve worn to bed. It’s soft. It moves with you. And yet, when you catch your reflection, there’s this quiet “oh wow,” because your shape is still there—held, honored, beautiful.

So yes, we added cups to a nightie. And I know, for some, that word still brings up doubts: Will they fit me? Will I feel confined? Is this secretly just a bra in disguise? I had all those questions, too.

But here’s what I know: these cups were made to feature your breasts, not fix them—to support you and celebrate you, never to restrict you.

We added them because you deserve more—at night and always.

Rebecca Novak, Founder