Over a year ago, I was coming to the end of parental leave with my second child Zoe (now two). Through many conversations with friends in their 30s it struck me just how many of us found it hard to focus on ourselves because of our busy demanding lifestyles. Specifically, in the areas of intimacy, sexuality and relationships.
For friends who’d had children - we were still the same gorgeous, smart women we had always been but how our bodies had changed! I had many hushed conversations over coffees in the park about when we’d managed to have sex again post baby and how we were slowly finding our way back to ourselves and our partners.
For friends with incredible careers and glamorous social lives they knew their own style and didn’t tend to follow trends. Fed up with conforming to the unrealistic body ideals targeted at millennials. They wanted timeless, classic, well-made pieces in natural fabrics that they could wear for their own pleasure.
None of us wanted to open our underwear drawer and be confronted by the restrictive and cheap bedroom ideals of our twenties or aspire to be what the media deemed ‘sexy’.
I felt like there was a need for a range of luxury lingerie that was designed specifically for us. That would make us feel instantly fabulous when we wore it.
I had to be as hands on as possible in the creation of the label – teaching myself fashion illustration to design each garment and surface design to create the ‘London’ print. This took a lot of time, but I feel very strongly that a luxury brand has to be unique and special – something rare that you can’t find anywhere else.
Having spent years working in advertising agencies in London and Sydney as an art director. I wanted the brand to spark the imagination and for every garment to tell a story that would inspire the wearer. For modern romantics who love to travel - each collection has its own story revealing the inspiration behind it and the moment it is seeking to capture. A Londoner, born and bred – I was inspired by the London IT girls – Kate, Naomi, Alexa, Rita, Cara etc and wanted to capture their rebellious, sexy and daring attitude in the debut ‘London’ Collection.
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