What: Body Rock is not for the bashful (case in point: they made a $20,000 sports bra for Britney Spears.) Founder Kelly Dooley really embraces her LA roots and it shows in the flashy designs. You have to admire the sheer ballsiness of her pieces.
The Merch: Besides metallic pleather sports bras (want one!) and all sorts of sparkly embellishment, Body Rock is offering a “bespoke” service now, allowing shoppers to customize their own bras. You get to choose the style (the bras have names like “Dim Your Headlights” and “Show ‘Em Off,”), fabric (including sequins and velvet), and zipper style–not to mention embellishments like studs and Swarovski crystals. Perfect for that candid shot in US Weekly of you leaving your SoulCycle class!
Prices and Logistics: We put together an imaginary bespoke bra (silver snakeskin print with fuchsia lining and black studs) and it rang up at $226. Less adorned off-the-rack bras are a bit more fiscal cliff-friendly, running $37-$75.