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From Ralph Lauren polo shirts to designer handbags, brands putting their logo on things is far from new. They benefit from the free advertising, and their customers get to flaunt the fact that they can afford to shop there. But since lingerie is traditionally not worn on show, neither of those really apply in this industry.
Lately though, a desire for visible branding has reached the world of lingerie. Influenced by both the rise of sporty, athleisure-wear and the 90s fashion revival (think Kate Moss in Calvin Klein logo-waistband briefs), logo elastic trims are everywhere right now. But that’s not the trend that this article is about.
A few months ago I spotted the Fleur du Mal bra* below, and it immediately caught my eye. I’ve never personally been drawn to obvious branding on clothing, but I am a fan of graphic and unusual embroideries, and this ‘Fleur du Mal’ text one was just so eye-catching and different!
Since then, I’ve been spotting more and more lingerie brands emblazoning garments with their name or logo in a way that doesn’t involve elastic. Agent Provocateur’s Dorotia range* has ‘AP’ embroidery for example, and Kriss Soonik’s Black Cat collection uses their cat logo as a flocked velvet motif, for a subtler take on the trend.
Custom laces and embroideries are incredibly expensive, so this is a trend that’s mostly reserved to the luxury lingerie market. But there are also some more affordable examples, like the monogrammed Victoria’s Secret bra below which uses a foiled print. This is only a minor trend at the moment, but I’m hoping it catches on so I can see more examples of lettered embroidery!
Would you wear this mini lingerie trend? And have you come across any other examples of it? I’d love to see them if so and potentially add them to this post!