Katrina Stokes: Concern over Honey Birdette lingerie shop advertising is just a storm in a D-Cup

NIPPLES. Let’s face it, I have them, my mum has them and you might not actually want to visualise this but your mum’s got them too. So does your sister, aunty and granny. You know, those things which many of us latched onto as babies that provided us the liquid gold of life.

 

Some people would argue they’re beautiful. But what is certain is they make up our human biology and, even though they’re slightly different, blokes have them as well.

 

The horribly offensive body part (note my sarcasm) hit the headlines this week after the Advertising Standards Bureau deemed they were inappropriate to appear in a popular international lingerie brand’s advertising campaign. The big problem with the ad? You can see the model’s nipples.

 

The latest offending ad was banned by the bureau for breaching Section 4 of its Code, deeming the pictures too racy because they exposed minors to “inappropriate marketing” by using “highly sexual images”.

 

It’s not the first-time Honey Birdette (which has a store in Rundle Mall and Westfield Marion) has attracted unwanted attention for its brand and yet, to me, they’re just boobs.

 

Previously, the store had an image banned because it showed too much “side cleavage”.

And then earlier this month, in the perfect example of South Australia’s nanny state reputation, similar images displayed outside the brand’s Rundle Mall and Westfield stores were deemed too risqué, with prude shoppers asking them to remove the images immediately.

 

At the time, there was an uproar from concerned mums and dads, saying the “raunchy” ads were not suitable for kid’s eyes. Adelaide City councillor Phil Martin said the images objectified women.

 

Despite this, Honey Birdette’s store manager said they had not received any complaints. Yet again, it was another case of South Australia’s wowzer, kneejerk mentally kicking in.

 

Spend your hard-earned $4 at Henley Beach’s new paid parking meters this summer and you can bet your bottom dollar you’ll spy plenty of bum cheeks and boobs. But that’s apparently OK.

 

So, why then, is the placement of a slightly sexy ad in Rundle Mall much different? Let’s not forget that women over decades have fought for women’s rights, including sexual liberation.

 

I agree with Honey Birdette’s creator Eloise Monaghan that the outcry is all a bit ridiculous.

 

“Are they (people) standing there with a magnifying glass looking for the nipple?” she told The Advertiser.

 

Parents only need watch pop sensation Taylor Swift’s video for her terrible new song Look What You Made Me Do and I would argue that given her influence, that clip is more disappointing and offensive than these ads.

It depicts the impressionable singer as a dominatrix, wearing scantily-clad leather-look clothes, holding a black whip.

 

It’s not the girl power message that mums and dads will want their young girls to take inspiration from that’s for sure.

 

Back to the point that in situations like this, Adelaide is always so Adelaide.

 

Do you think the cosmopolitan people in Paris or London would get offended from such ads? Walk down Fifth Ave in New York and you’ll spy multiple images of gorgeous women (think Victoria’s Secret) splashed on billboards wearing virtually nothing. Does the majority of society take offence? No.

 

 

Like many females, I can appreciate a beautiful women when I see one.

 

Instead of taking offence, parents should teach their children that we’re all made up of different shapes and sizes — every body is beautiful.

 

There’s far more pressing items on the agenda confronting females in the 21st Century, like breaking the glass ceiling on age-old issues such as the gender pay gap, that we should spend our time fighting for.

 

No doubt there are many guys out there — and potentially some females — that for obvious reasons, would love these images.

 

To me, there’s absolutely nothing wrong with admitting that.

Up-and-coming lingerie brand ThirdLove is launching its first ever TV campaign — and it’s a direct attack on Victoria’s Secret

Since its launch in 2013, ThirdLove has steadily built its brand on the back of social media and digital ads. Now, the lingerie upstart is taking on Victoria’s Secret head on.

 

The direct-to-consumer brand is rolling out its first national TV campaign ever, consisting of 18 ads — nine 30-second ads and nine 15s. It rolls out nationally today.

 

“The way lingerie ads are produced shot and run in an overly sexualized way hasn’t changed much over the past 20 years,” ThirdLove’s co-founder Heidi Zak told Business Insider. “But we’re not selling sex, we’re selling product, comfort, and functionality to the modern woman.”

 

The videos have a decidedly anti-Victoria’s Secret stance, emphasizing the brand’s products through a variety of customer testimonials and Zak’s own founding story rather than models prancing about in their lingerie. In fact, the production team, director, and crew behind the ads – down to the caterer – were all women, according to Zak.

 

“We wanted to challenge convention and break out of the male gaze that lingerie ads are typically modeled on,” said Zak. “Our tone is realistic and relatable.”

ThirdLove is among a legion of disruptive direct-to-consumer lingerie brands — including Lively, Naja, Negative and True & Co. — that have emerged on the playing field in recent years to challenge Victoria’s Secret’s dominance. They have wooed consumers with inclusive, body positive messaging as well as a broader range of shapes and sizes.

 

ThirdLove specifically has revolutionized how women shop for bras with Fit Finder, its own online fitting quiz. It combines data, insights and qualitative customer feedback with machine learning, giving customers a highly personalized fit experience, even going in half sizes for bra cups.

 

The brand has surely been on the upward trajectory, while Victoria’s Secret starts to bleed out. Sales for the behemoth decreased 13% in March year-over-year, while ThirdLove’s sales within the first four months of 2017 exceeded total sales from all of 2016, said Zak. She declined to give specifics.

 

Still, the brand needed to expand its reach and boost its existing consumer base, which is why it decided to capitalize on the momentum and go down the traditional TV route.

 

“90% of our marketing until now has been digital and social,” said Zak. “But we’re at a point where to grow our brand and reach, it’s important for us to diversify through other mediums.”

This Lingerie Brand Makes Pretty Bras for Small Boobs

Lingerie designer Elma Valerio grew up feeling self-conscious about her small chest. Born in Japan, Valerio was raised in Hawaii, where the default outfit — a swimsuit — made her all too aware that she wasn’t as developed as other girls. She wore padded bras to hide, thinking that she’d fill out when she got older. But even in college, Valerio felt insecure about her chest size, especially with guys; when she took off her bra, her boobs weren’t the same size as the bra.

 

Three years ago, Valerio solved that problem by quitting her job at a scrubs company to launch Elma Lingerie. The label caters to petite women who can’t fill out standard A and B cups with pretty, vintage-inspired bralettes and other luxe underpinnings. “It’s about removing that level of self-consciousness,” she said. “I don’t think you need to pretend to be something you’re not.

Valerio, who studied at the Fashion Institute of Design and Marketing, makes nearly 90 percent of the garments herself by hand in her Bay Area studio. Her signature line is crafted from silk, lace, mesh, and soft knits sourced from Italy, France, India, and other places around the globe. According to Valerio, lightly padded bralettes are key for those who don’t want bumped-up cup sizes, but would like subtle shaping and nipple coverage. Most of the bras she makes come with light padding or optional lining, and some feature removable pads.

While it seems like scrubs and lingerie couldn’t be more different, Valerio says her experience designing medical wear gave her an appreciation for comfort, practicality, and durability. “My garments always have to be really comfortable,” she said. “You can wear it all day, just as you would a medical uniform.

Part of the reason they’re so comfortable is the special attention Valerio pays to the fit needs of petite shoppers. When most traditional brands make bras for smaller sizes, they take the base size of medium and shrink it down, Valerio explained, which results in awkward proportions and cups that are too close together. Most petites “still have wide frames, but their boobs are smaller,” she said. Elma’s designs are tailored for petite proportions, providing the proper spacing needed for the right fit.

 

There’s an illustrated fit guide on her website for shoppers who need more help finding the right style. There’s also the option of bespoke services, should you want something crafted to your exact specifications and measurements.

 

Recently, Elma Lingerie has also expanded to include into sleepwear, loungewear, and bridal wear, as well as a capsule collection of more accessibly priced bras and undies made by a small factory in Philadelphia.

Valerio suggests that new customers try the factory-made Essentials bralettes ($52), the delicate handmade Adelphi eyelash bralette ($77), or the Sophie, a Y-back stunner with a front closure. Her own favorite is the Sylvia ($70), made in a soft ribbed knit with a caged back that’s a nod to vintage style. “It’s easy to wash, great for travel, and really comfortable.”

 

Although Elma Lingerie focuses on serving petites, Valerio has designed for customers of all sizes and shapes, including a post-mastectomy customer who didn’t think she could ever wear pretty lingerie again.

 

“When I’m able to help someone feel beautiful, that’s everything to me,” Valerio says.

London mother creates lingerie for women with bigger busts

A young mother-of-two who couldn’t find glamorous lingerie to fit her 34H bust has set up her own Agent Provocateur-style brand to cater for curvy women.

Evangeline Poku, 24, from London set up A’zaira Intimates with no previous background in fashion or business while juggling caring for her two children Isaiah, four, and Ariella-Grace, 19 months.

Fed up of the ‘mature’ styles typically available in larger sizes, Evangeline set about creating a collection every bit as sexy as those offered by Coco De Mer, but available in cup sizes as large as H.

‘As a fuller busted woman myself, I found it difficult to find pieces I considered to be special and sexy and that appealed to me at a high luxury price point, as this is very limited in the UK,’ she said.

‘My push to start my brand came after I was unable to find special lingerie for the most important day of my life, my wedding.

Evangeline took matters into her own hands and created a luxury brand with sizes from 28-36 DD-H, costing from £157 for a bra and £73 for a thong.

Her price point puts her alongside luxury lingerie brands such as Coco De Mer and Agent Provocateur and in her first week of pre-orders, Evangeline sold £1,000 of bras, which will be dispatched at the end of September.

Her inspiration came from her own struggles to find non-matronly bras for women with bigger cup sizes.

‘When you are fuller busted you start to embrace the slightly mature styles that come with it,’ she explained.

‘Delicate pieces people consider to be sexy are so hard to find. I have always wanted a bra that I honestly could not get.

‘I worked alongside my very experienced designer and ensured we had an extensive amount of fittings and gradings to ensure it met demands.’

Evangeline dipped into her savings and received some help from her mother, as well as winning a Dragon’s Den Style competition.

‘I was fortunate to participate in my then university Bucks New University’s Dragons’ Den, which I joined last minute. I later won and gained a funding of £5,000 for my business.

‘The panel included the founder of Dreams Beds, Mike Clare. For an established and well-known business owner to hear my concept and be so compelled to invest in me, pushed me to make A’zaira Intimates become a success.’

But it certainly wasn’t an easy task as Evangeline was at home looking after her youngest child when she decided to start working on her brand.

‘It’s not easy to have two children full stop but it’s [even]more challenging when business is involved.

‘My son was able to attend nursery and during my daughter’s nap times I made sure to try and get the most major things out of the way. My children and family were always my driving force and kept me motivated.

Lingerie advert of women ‘squeezing’ boobs is banned by Facebook – can you see why?

In an age where some music videos look like x-rated porn flicks, you wouldn’t expect an underwear advert to be causing a stir.

But Berlei’s latest ad campaign has been banned on Facebook and Instagram deemed it as “offensive”, news.com.au reported.

The ad in question shows women facing everyday struggles as they try and squeeze their boobs into ill-fitting bras and fiddle with awkward straps.

In an age where some music videos look like x-rated porn flicks, you wouldn’t expect an underwear advert to be causing a stir.

But Berlei’s latest ad campaign has been banned on Facebook and Instagram deemed it as “offensive”, news.com.au reported.

The ad in question shows women facing everyday struggles as they try and squeeze their boobs into ill-fitting bras and fiddle with awkward straps.

Berlei added that Facebook banned the advert because of “the pixelated nudity, overt focus on bouncing breasts and overly zoomed images”.

A statement from the company added: “The ad highlights the daily realities women have with their breasts in an honest and authentic way.

“Like the bra itself, the ad was designed to empower women to care for and invest in themselves.

“Berlei believes this case highlights society’s issues where breasts are classed as sexual property.

“They also would like to change the narrative of how brands advertise to women and hope to be able to take their message to their online community without being suppressed.”

The ad – which promotes the brand’s new Womankind range – was also temporarily banned from Youtube but it has since been reinstated.

Before they made the advert, Berlei surveyed 500 women about the daily struggles they face with their bras.

While Facebook and other social media sites aren’t impressed with the ad, social media users are loving it.

One Youtube user said: “This ad is great, so emphatic and with a funny and legible message.”

While another added: “Best ad I’ve seen in my life”.

The reason the video got banned is that Facebook’s advert policy dictates that videos cannot focus on one body part, such as boobs.

And they’re not the only underwear brand to get an ad banned. Fellow Australian lingerie brand Honey Birdette recently had one of their images banned for being too racy.

The sexy photo drew complaints because the model’s nipple was on show through a sheer bra.

This UK Lingerie Brand Gave the PERFECT Response to the Instagram Trolls Who Didn’t Like Their Plus-Size Model

Every Body celebrates inclusivity and the representation of human beings in every shape and form.

While many brands talk the talk about being “body positive,” it’s less common to see them walk the walk in supporting their plus-size customer base, online or off. That’s why it was such a surprise when, in August, the UK-based designer lingerie brand Playful Promises featured the plus-size model Jewelz Mazzei front and center on their Instagram page, rocking one of their lingerie sets like the badass queen that she is. But while many people were thrilled to see Mazzei strut her stuff to represent size diversity, trolls and haters were not having any of it

Angry comments on the pic poured in. They ranged from “unfollowed” to name-calling, to “I’m concerned for her.” Pretty bad, right?

If there’s one thing a brand doesn’t like, it’s negative attention. For this reason, other companies may have opted to take down the photo to avoid drama and appease the vocal, angry minority. Instead, Playful Promises stepped up and deleted each and every one of the hateful messages, and posted the following message to explain why:

“Goes without saying, but negative comments will be deleted (if you don’t like something, that’s fine, keep scrolling). Anyone who continues to comment after having comments deleted will be blocked. Anyone that tries to pull in known trolls to comment will be blocked. Known trolls are already blocked.”

Anna Sampson, a brand manager for Playful Promises, explains that this community management effort seemed like a no-brainer to the team. She tells us via email, “Why would any brand NOT want to remove this hatred from their pages? Why would you want to allow bullying to be linked to your product?”

Sampson explains that Playful Promises’ goal is to create a safe space for women to feel confident to express themselves and their sexuality, regardless of what they look like.

“Women are not treated well on the internet,” says Sampson. “It’s irresponsible for brands not to stand up for their customers; showcasing things like diversity and support are important. As a consumer, I don’t want to browse lingerie and see reminders of how much society values the slim, white cisgender woman, I want to see reminders of how amazingly diverse we are!”

This attention to inclusivity hasn’t gone unnoticed. Mazzei tells us that she was shocked to be asked to model for the now-controversial shoot, despite being aware of the brand’s plus-size offerings.

“Even when brands sell clothes that are sizes 20-32, they don’t typically showcase those models online,” the model tells us. “To have Playful Promises represent and stand behind my size 22 body is an incredible win.”

Mazzei has admitted that she is very familiar with body shaming and negative feedback to images she shares on Instagram — both from her personal account, jewel journey, and through her body positive Instagram account, big and blunt. Mazzei tells us that when she posts images via Instagram, rather than let that negative feedback affect her, she hopes that someone viewing her images will be inspired to be free and confident and love their body like she does.

Many brands can learn from how Playful Promises handled this situation. If we want to expand the body positivity movement, we must understand and learn that the movement will only be a success once we include all shapes, sizes, abilities, and races — and, most importantly, stand behind them.

This lingerie startup surveyed thousands of women to create the best-fitting bra on the market

The  Insider Picks team writes about stuff we think you’ll like. Business Insider has affiliate partnerships so we get a share of the revenue from your purchase.

The lingerie industry is worth $13 billion and grows at an average of 3.3% each year, yet one of its most important staples, the bra, is in dire need of an upgrade.

Most companies offer cup sizes ranging from AA to F — specialty stores offer larger sizes — but for years, the industry only used one fit model to scale the fit for every woman.

Frustrated with all the ill-fitting bras on the market, Heidi Zak wanted to find an alternative. In 2013, Zak and David Spector co-founded ThirdLove, a line of comfortable bras for women of all shapes and sizes.  Instead of using one fit model to determine hundreds of sizes, ThirdLove used tens of thousands of women’s measurements to find the perfect fit. Each size is tested on both employees and customers to ensure it fits as many women as possible.

If bra shopping feels like a modern-day “Goldilocks and the Three Bears” — one cup is too big, while the other is too small — ThirdLove’s signature half-cup sizes will help you find that “just right” fit.

“All of this data revealed traditional bra sizing wasn’t serving women whose breast sizes or shapes weren’t ‘standard,’ whatever that means,” Zak told Business Insider. “We’ve found that 40% of our bras sold in the A-E range are half-cup sizes.”

ThirdLove spent two years dissecting and perfecting every part of the bra — and it paid off.

Each bra boasts soft memory foam padding, supportive — and surprisingly flexible — nylon-coated, nickel-free underwire, and a padded hook-and-eye placket that keeps the bra comfortable all day long.

Before trying ThirdLove, I was skeptical. “It’s a bra,” I thought to myself. “How comfortable can it be?”

But now, I’m completely sold. ThirdLove’s 24/7 classic T-shirt bra is so comfortable and fits so well that I’ve accidentally fallen asleep with it on and didn’t realize it until I was getting dressed the next day. ThirdLove has exceeded my expectations by leaps and bounds, and I want to replace all my bras with ThirdLove’s selection.

ThirdLove’s bra sizes currently range from AA to G and all of the styles are available for less than $100. But even if ThirdLove doubled its prices overnight, I’d still recommend the company with as much gusto.

You can check out all of ThirdLove’s bras here.

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How bra startups are transforming the way women shop for lingerie

When Simona Goldin, founder of lingerie startup Bandit, recently fitted a model with one of the company’s plus-size-friendly bras on a photo shoot, the woman burst into tears.

“She was 30 years old and realized in that moment she had never had a bra that actually fit,” she said. “That is a common reaction we get. A lot of women go through their entire lives thinking being uncomfortable is just the way it’s supposed to be.”

Bandit, which caters to women who wear large bra sizes, is one of a number of startups that have emerged in recent years to disrupt the lingerie industry. It joins the ranks of others working to bring bra-making into the digital age with algorithms and subscription models, including AdoreMe, ThirdLove, and True&Co, which was sold to Calvin Klein owner Phillips Van Heusen PVH, -0.72%  in March.

There has been a shift in demand in recent years for more accurate sizing and a more modern experience than that of the traditional department store fitting room, according to Orit Hashay, the founder of lingerie retailer Brayola. The startup surveys women on their favorite bra and then uses an algorithm to translate the size and fit to other brands. “Technology and innovation have reshaped the bra shopping journey and experience, and the bra industry is being turned upside down,” she said.

The explosion in brands is making a dent in the industry: Women’s bras and underwear sales reached $12.4 billion in 2016, up 30% from $9.5 billion in 2009, according to industry-research group Euromonitor. Meanwhile, legacy brands have taken a hit. L Brands Inc., the parent company of Victoria’s Secret, announced the last 12 weeks of sales were $2.76 billion, down from $2.89 billion the same time last year. Analysts attributed the dip in profits in part to a shift in consumers preferring cheaper and less-padded bralettes. Victoria’s Secret did not reply to request for comment.

Companies like American Eagle Outfitters Inc. AEO, -2.00% and Urban Outfitters Inc URBN, -1.64% have done more to successfully include the style in their offerings, according to Marlene Marchewka, founder of brand consultancy Façon Consulting. She said Aerie, American Eagle’s lingerie brand, has always gone for more natural, unlined styles compared to the sexy push-up bras offered by Victoria’s Secret.

Shopping for a bra can be “stressful and intimidating,” especially for a plus-sized woman, Hachey said. With 67% of American women now considered “plus size” by industry standards, companies such as Nike and H&M that treat plus-size as the norm has received praise from women’s magazines as a result. (Victoria’s Secret has been criticized in the past for not offering sizes above XL (size 16) or DDD bra).

Womens Lingerie Market is Appraised to be Valued US$ 16,619.2 Mn by 2021

According to the latest market report published by Persistence Market Research, titled “U.S. Market Study on Men’s Underwear and Women’s Lingerie: Driven by Proliferation of Modern Retail Format and Online Store during the Forecast Period”, the online store segment is expected to be the most valuable segment in terms of revenue throughout the forecast period. The U.S. men’s underwear market is estimated to be valued at US$ 3,236.4 Mn in 2015 and is expected to register a CAGR of 5.1% over the forecast period. On the other hand, the U.S. women’s lingerie market revenue is anticipated to expand at a CAGR of 5.4% from 2015 to 2021.

Underwear also is known as intimate apparel is worn next to skin, usually under other clothing. The five general types of underwear include regular briefs, boxer briefs, boxer shorts, trunks, and thongs. Lingerie is undergarments worn by women, and sometimes by men, and serve to enhance appearance and appeal and are considered highly fashionable. Five types of lingerie include brassiere, panty, sleepwear, shapewear, and daywear.

U.S. men’s underwear and women’s lingerie market are expected to witness significant growth over the forecast period. This growth is attributed to the increased proliferation of modern retail formats such as supermarkets, discount stores, and pharmacy stores; rising personal income of U.S. households; rising fashion consciousness, change in lifestyle, and raising awareness regarding health & fitness and personal hygiene among men and women in the country. On the other hand, high competition due to the presence of a relatively high number of global and local intimate apparel manufacturers is expected to be the major restraining factor for the growth of the U.S. men’s underwear and women’s lingerie market during the forecast period.

 

U.S. men’s underwear market is segmented on the basis of category, size, price range, age group, and distribution channel. On the basis of category, the U.S. men’s underwear market is segmented into different types of underwear. The boxer brief segment is expected to remain dominant throughout the forecast period, with high revenue contribution. By the end of 2021, the boxer brief segment is expected to hold a share of 34.9% in volume terms.

In terms of size, XXXL size segment is expected to expand at the highest CAGR over the forecast period. However, in 2014, revenue generated by L size segment was higher as compared to other segments. On the basis of the price range, the mid-range segment is anticipated to contribute highest in value terms by 2021. By age-group, the 65+ segment is expected to generate maximum revenue by 2021 in terms of value. On the basis of the distribution channel, online store segment revenue and volume is anticipated to register remarkable CAGRs over the forecast period.

 

U.S. women’s lingerie market is bifurcated on the basis of product type, size, price range, age group, and distribution channel. By product type, brassiere segment is expected to register the highest CAGR in terms of both value and volume between 2015 and 2021. By size, the medium segment is projected to contribute highest over the forecast period. On the basis of the price range, premium range segment revenue is expected to register a CAGR of 6.8% over the period 2015–2021. On the basis of age-group, 65+ segment accounted for 19.7% revenue share in the U.S. women’s lingerie market in 2014, which is projected to expand at a CAGR of 3.9% from 2015 to 2021.

The report provides in-depth information about various factors and trends affecting each market segment and provides analysis and insights about the potential of the men’s underwear and women’s lingerie market in future.

 

Major players in U.S. men’s underwear market are Hanesbrands Inc., Philips-Van Heusen Corporation, American Eagle Outfitters Inc., Ralph Lauren Corporation, Jockey International Inc., and Gildan Activewear Inc. The major players identified across the value chain in the U.S. women’s lingerie market include Victoria’s Secret (L Brands), Calvin Klein, Fruit of the Loom (Berkshire Hathaway), Hanky Panky, Cass and Company, and Commando LLC.

Elle Macpherson on why shopping for lingerie should be fun, not scary

Elle Macpherson has over 25 years of experience as a lingerie designer, and even more in the industry as a model. Yet, she says, for many women, the same problem that has always plagued us still exists; a lack of confidence.

 

“First of all lingerie shopping is best when it’s fun,” she tells The Telegraph. “When I get fitted in the correct size, it can make such a difference to how I look and also importantly, how I feel.”

 

It might seem rich for a supermodel nicknamed ‘The Body’ to be dishing out the advice, but since she launched her Elle Macpherson Body collection a year ago, two years after parting ways with the ‘restricting’ Intimates line that she established with Bendon in 1989, Macpherson has been committed to designing realistic yet stylish lingerie with a ‘something for everyone’ approach. Also, she is right. No matter what your size, you will feel good if you’ve got a comfortable, flattering bra on underneath your clothes. Better still if it’s got some gorgeous design detail to admire as you put it on in the morning.

“I think we’ve moved on from that overworked lacy aesthetic,” she says of the sleeker, more simple look that she champions and its modern-day appeal. Indeed, in the year since she has entered the market, much of the old guard of sexy (including brands like Agent Provocateur) has shown signs of crumbling. “I’ve designed Elle Macpherson Body to be the antithesis of traditional lingerie,” she adds. “The wearer is modern, bold and confident, and can be any age or shape. With every style I design I aim to blend a feeling of sexy and sporty.”

Her favorite styles right now, she tells us, are the Zest and Dash bras, the former being her choice for “whether I’m taking my son to school, going out with friends, or on the road working”, and the latter being a front-fastening style for evenings. “I often turn my back when I get changed so back detail is very important to me,” Macpherson notes. “It is overlooked and people focus all their attention on how things look from the front. My all-time favorite is Dash – it’s beautiful with and without clothes.”

 

That practical-beautiful crossover point is something Macpherson has always been interested in. Her original design vision back in 1989 was to offer something “as a counter to Calvin Klein. I wanted the femininity of European lingerie, with an American fit,” the 53-year-old previously told us. Still now, if the boudoir brands are too frilly for your taste, yet the elasticised Calvin that is now popular again is not supportive enough, you could do a lot worse than to look to Macpherson.