Brands

Have you ever wondered how designers choose to work with different types of embellishments, or why they choose particular fabrics? Over the last year, we sat down with the designers of four stunning brands to learn more about their use of embroidery in particular.

Inspired by her love of colour and print – and her pet peeve of elasticated waistbands that dig in – Lucienne Rutherford set out to create a lingerie line that was fun, feminine, ultra-comfortable, and created with environmental responsibility in mind. And she’s giving one of our readers a chance to win something!

As I soon as I saw Maison Louve, I just knew I had to share it with you all. What really makes this brand special are the pieces created in collaboration with other designers outside the lingerie sphere, which brings a completely new dimension to the designer’s work.

Based in the UK and owned by Hungarian designer Linda Miller, Divaurae is a handmade brand that pulls inspiration from a wide variety of sources. I spoke with Linda to discuss colour, cohesion, and creating lingerie that conjures up a specific mood.

Some of you may recall my Keòsme Augusta dress review back in 2020 – it’s truly one of the most special pieces I own, and just seeing it in my wardrobe makes me happy even if I find very little occasion to wear it. (My Keòsme Dominata belt on the other hand is something I’m still wearing very regularly half a decade after I got it.)

Based in Britain and created by Hungarian designer Linda Miller, Divaurae is a luxuriously-sensual lingerie brand with a retro edge. Miller’s creations show influences of everything from 1950s silhouettes through to the high leg cuts of the 1980s, but it isn’t just fashion history that inspires her work – it’s also the models who wear it.

It’s coming up on a decade since I became a mother, and breastfeeding feels like a distant memory. That said, I do distinctly remember feeling unimpressed with and uninspired by the nursing bra options available at the time, especially those in my size range.

Founded in 2021 by Ella Campion, Hermit London is fighting against textile waste by creating stylish sleepwear out of old hotel bed linens. Hotels dispose of their bed linens after an average of just 9 months, and the tiniest stain, tear or pull in the fabric is enough to get them thrown out.

In case you’re new around here and haven’t seen the numerous times I’ve gushed over this brand before, the ethically-made indie label Love & Swans is truly one of the most exciting lingerie brands to come out of the 2020s so far, and now it’s getting even better with the launch of swimwear.

As someone who works day-in, day-out in the lingerie industry, I see a lot of underwear that looks very much the same. But part of the reason I stay so interested is that about once a year or so, I’ll stumble across an independent brand that’s just so utterly and refreshingly different. This year, it’s Elyse On Mars.