Ultimo introduces new Miracle Balcony Bra

Ultimo has just introduced the new Miracle Balcony Bra; a new design that lifts breasts to expose the slimmest area of the torso, giving an improved shape, renewed confidence and a slimmer silhouette. The Superior Advanced Cup Technology in Ultimo’s Fuller Bust Collection, which also includes the Miracle Plunge Bra, is designed specifically for larger cup sizes (from DD-G), offering lightweight support and comfort to lift, shape the fuller busted woman. The new Miracle Balcony Bra is available in sizes 32-38 DD-G in black, white and nude from www.ultimo.co.uk and www.next.co.uk priced at £27.00.

* This is embargoed to consumer press until 00.01am 30 June *

agnès b. and French lingerie brand DIM collaborate

Underwear brand DIM has collaborated with agnès b. to celebrate Dim’s 10 years of its lines Body Touch and 20 years of Pockets. To celebrate its anniversary DIM has invited agnès b. to customise the style of these two lines with designer agnès adding her signature style of spots, stripes and well known logos, ‘b yourself’, ‘to b or not to b’ and ‘b careful’ to the collection.
All DIM products will be available in-store from September.

www.agnesb.com
www.dim.fr

Chantelle introduces new Sexy Shaping collection

Chantelle is launching a new line for AW11 called 'Sexy Shaping' made up of shape wear pieces including a Shaping Body, Open Bust Corselette, Waist Clincher, High Waisted Panty and a T-Shirt Bra (that ensures a flat back) and has been designed to give women support from the lingerie.

The collection is launching exclusively in pop-up shops in Selfridges and Selfridges online in August and September and will then be going into department stores and independent boutiques nationwide as of October.

www.chantelle.com

Damaris and Mimi Holliday to launch pop-up at Selfridges in September

Damaris is celebrating its decade anniversary with a pop-up shop of Damaris and Mimi Holliday collections at Selfridges during London Fashion Week and throughout September. The pop-up will showcase the exclusive Damaris Anniversary capsule collection, which will feature in the brand's show on the British Fashion Council's digital schedule for SS12, as well as the latest Mimi Holliday designs.

Damaris is collaborating with young British designer Giles Miller to create the design of the pop-up which will be based in the recently renovated lingerie department. This represents a chance for the brand to experiment within the retail sector, with further plans to open a Mimi Holliday flagship store in September 2012.

www.damaris.co.uk

Tamara Ecclestone named as new face of Ultimo lingerie

Model and TV presenter Tamara Ecclestone, daughter of Formula 1 boss Bernie Ecclestone, has been announced as the new “face and body” of lingerie brand Ultimo. The 26-year-old features in the new Ultimo summer campaign, showcasing the latest designs ‘Odyssey’ and ‘Dazzle’ available exclusively from Debenhams stores and the Ultimo website. Tamara has been signed up to front the Ultimo Summer, Autumn and Winter 2011 campaigns, for both Ultimo lingerie and Ultimo Couture.

The new Ultimo summer collection is available from Debenhams stores nationwide and online priced from £14.00 for Briefs and £26.00 for Bras, available in sizes 30-38 A-G and 8-18.

www.ultimo.co.uk

Lingerie brand Freya launches its first blog & competition to find guest blogger

Eveden owned lingerie brand Freya has announced it will be launching its first blog featuring the latest Freya news, lingerie trends and fashion gossip, written by lingerie and fashion experts.

Freya has also announced it will be choosing a Freya fan as a guest blogger to join the blog panel and contribute. Fans can enter to become the Freya Blog Star on its Facebook page. The closing date for Facebook entries is 24 April. The Freya Blog Star will receive a year of goodies, including a digital camera as well as major fashion event tickets.

New lingerie brand Ryder & Rowe launches

A new lingerie brand, Ryder & Rowe, has been established by trio Alison McCann, Naomi Ryder and Dennis Nothdruft, who each have wealth of experience within the fashion industry. Individually, they have worked with Calvin Klein Underwear, Habitat, Zandra Rhodes and as curator at the Fashion and Textile Museum. The first collection is inspired by author F. Scott Fitzgerald and includes contour and underwire styles as well as soft cup bras, bikini, high-waisted briefs, thong, culottes, playsuits, robes, camisoles and chemises. Chiffons and art-deco detailing are highlights of the range with unique embroideries and prints to complement the shapes.

This season's collection is comprised of three ranges:
Tender is the Night - featuring printed chiffon designed by Naomi Ryder. Chiffon sits with satin to create silhouettes that are easy to wear.
This Side of Paradise - a jersey and stretch satin group accented with floral embroidery by Naomi Ryder. With subtle colour palettes it combines streamlined shapes and comfortable loungewear.
The Beautiful and the Damned - Satin stitching inspired by the cityscapes of the 1920’s features stretch satin and tulle pieces.

The collection is now available to preview. Please contact the PR from the listing for more details.

Bravissimo launches new own-brand label

Specialist plus-size lingerie retailer Bravissimo has announced the launch of new own-brand Pepperberry, which will be available from March 2011. The company that currently specialises in lingerie, swimwear, nightwear and clothing for women with a large bust size will drop its current clothing offering from March and will be launching Pepperberry in its place. Pepperberry is operating under Bravissimo Ltd, but will be a separate brand for the company.

The Pepperberry collection will launch with 60 styles comprising of dresses, jackets, tops, trousers and skirts and will also include a selection of bags, belts, scarves and jewellery to complement the range. The seasonal collections will be in line with the majority of other high street retailers and will have phased launches to ensure regular drops of new styles throughout the year. The Pepperberry collection will use the same trademark sizing as Bravissimo clothing - standard high street sizes 8-18 each manufactured with three cuts, Curvy, Really Curvy and Super Curvy dependant on the size of the customers bust.

The company also plans to utilise 12 of its existing Bravissimo retail outlets for the launch of Pepperberry by converting them into Pepperberry/Bravissimo dual branded stores, and will be opening a new dual store in Reading next month. Pepperberry will be launching nationwide on 21 March via online, mail order and retail channels. Two stand alone retail stores will be opening in February in both Edinburgh and Aberdeen with the first dual branded Bravissimo/Pepperberry store opening in Reading on 14 February, a further 13 Bravissimo stores will be converted to dual branded stores throughout March.

Rigby & Peller joins forces with Mary Portas' Living & Giving

Luxury lingerie and swimwear retailers Rigby & Peller is teaming up with retail expert Mary Portas to launch its first ever direct charitable outlet through her Living & Giving Shops supporting Save the Children. Rigby & Peller has been supporting various charities throughout its 70 year history but, for the first time, it is teaming up with a UK leading charity to ensure its expertise and products can produce the maximum impact for a good cause. Mary’s Living & Giving shops supporting Save the Children is a concept that merges the best of fashion, charity shopping and local talent. Rigby & Peller will be donating designer and haute couture samples, along with end of season lingerie, that will be unveiled at a special Rigby & Peller Evening at both the London Living & Giving Stores in Primrose Hill (109 Regents Park Road, NW1 8UR) and Westbourne Grove (177 Westbourne Grove, W11 2SB) on Thursday 10 February. (See DIARYdates). Many of the items on sale during the evening are exclusive to the Rigby & Peller label and not available anywhere else in the UK. There will also be a selection of one-off made to measure items, as well as samples that have been worn by “A” list celebrities in fashion shoots around the world.

New adult lingerie brand launches this month

New brand Baci Lingerie has announced it has signed an exclusive distribution partnership agreement with ABS Holdings, the largest adult wholesaler in the UK. The agreement also includes a commitment to open a minimum of 50 standalone Baci Lingerie stores, set to generate a multi-million pound annual sales turnover in the UK. Miami-based Baci Lingerie has opted to partner with ABS Holdings, an organisation with more than 30 years of success in the erotic goods market. It will trade as Baci Lingerie UK Ltd., and will distribute Baci Lingerie through its wholesale division, as well as through its own retail stores. The Black Label Collection will officially debut worldwide this month at the Salon International de la Lingerie 2011 Show and then later in March 2011 at the International Lingerie Show in Las Vegas. By February 2011, the brand will be available through selected high street and online retail outlets in countries including the USA, Australia, New Zealand, South Africa, Canada, Austria, Germany, Russia and now the UK.

New website for lingerie label Myriam Girard

French luxury lingerie designer Myriam Girard has recently launched her new website: www.myriamgirard.com. Myriam works exclusively in silk and French chantilly lace and creates her own silk colour pallette for her collections - this season in tones of pink, ruby, mauve and black. Key designs on offer include negligees in silk satin and crêpe de chine, glimpse bodies, teddies and jumpsuits with chantilly lace details. Myriam Girard is available in Europe, USA and Australia.

Lingerie label Damaris introduces SS11 collections

The SS11 collection from lingerie label Damaris introduces signature designs with alternatives such as floor-length slips, tulle jackets, bodies and bow-ties to match. New feminine colourways and embellishments such as statement gold studs on the white tulle shoulder bra, a floor-length slip and darling tulle jacket in the ‘Formidable’, to a layering of Swarovski on the tulle shoulder bra, back bow and classic knicker in the ‘Eau De Vie’. Darker tones are featured this season in ‘Portia’ and ‘Raison D’être’ - an exclusive brown multi-tone tulle with Swarovski crystal two-piece set, offering the new and innovative bow necklace bra and classic knicker. For the diffusion line, Mimi Holliday, SS11 introduces new silk satin slips, peep backlace bodies, back bow ruched suspenders, teddies and back bow knickers. Pictured above is the new Mimi Holliday Menage á Trois bra. Damaris and the diffusion line Mimi Holliday are available from Harvey Nichols, Harrods, Selfridges and Fenwicks in London. For Damaris, prices for SS11 range from £67.00 (for the sassy bow tie) to £423.00 for the silk tulle slips. Bras are approximately £140.00 and knickers £120.00, depending on whether they are embellished with Swarovski crystals. Prices for the Mimi Holliday SS11 range from £33.00 (suspenders) to £95.00 for slips.

Theo Paphitis launches new lingerie business via Twitter

Theo Paphitis has announced his new business venture on Twitter. Theo conducted a Twitter survey asking his followers what they thought about him making a business announcement on Twitter. The positive response prompted him to reveal the name and launch date of his new lingerie business.

Boux Avenue will launch in Spring 2011 as a multi-channel shopping experience. It will place an emphasis on detail and fit, offering an inclusive size range and service both in Boux Avenue stores and at www.bouxavenue.com. Theo’s followers were given the opportunity to sign up and register at www.bouxavenue.com. The first 500 followers that signed up won a £10.00 voucher prior to the opening of the online and retail stores. A further 2000 £10.00 vouchers will be on offer via a prize draw.

Magic Body Fashion Bottom Pads - an alternative to cosmetic surgery

As an alternative to cosmetic surgery, shape can be added to flat bottoms with new Magic Body Fashion Bottom Pads – a loose pad with an adhesive layer that stay put or the Caribbean Shorts with a removable discreet fuller foam pad to enhance rounded buttocks. Also available is the Padded Pant with a fixed foam padding which can help to make trousers and jeans fit noticeably better as well as adding curvy lines to body conscious dresses and skirts. Magic Body Fashion is available at www.asos.com and selected retailers nationwide with prices ranging from £16.95 to £29.95.

Atlantis celebrates its arrival into Debenhams with launch event

To celebrate the launch of Atlantis Lingerie to Debenhams, the brand is holding an event in Debenhams Oxford Circus, Leicester and Manchester this month. At the launches, customers will be chance to win a year’s supply of Atlantis lingerie, experts will be on hand to give advice and information, have a professional fit, and take part in the photo booth and take before and after shots wearing the Atlantis bras. The launches are taking place in London today and tomorrow (3-4), Leicester on 17-18 and Manchester on 24-25. For more information visit www.panache-lingerie.com.

La Perla introduces ShapeCouture collection

La Perla is launching the exclusive ShapeCouture collection that includes the innovative ‘LYCRA® beauty: The Science of Shaping’. In the La Perla ShapeCouture collection, beauty is not just in the shaping effect but also in the style of each single item: the refined criss-cross designs that outline the high-waist panty or the suspender belt corset, the ‘glimpse-but-not-see’ effect on the sides of the full slip and the nude cuts on the bra neckline. The collection gives shaping performances with a look inspired by legendary actresses such as Silvana Mangano and Sofia Loren. Two colours have been chosen for the range: sensual black and hot red. The preview of the La Perla ShapeCouture collection will be in Paris on 4 September 2010 at 6pm on the Invista stand at the Mode City fair.

Jean-Paul Gaultier designs lingerie collection for La Perla

Jean-Paul Gaultier and La Perla have collaborated on an exclusive collection of lingerie. Models available include: a waist cincher corset to the slip that follows the curves of the body; extra-high briefs that hug the hips to the bustier and highlight the neckline; a backstitch satin bra with a shoulder-strap motif and glove-holding strings and a suspender belt with protégé; there is also bras and a body with the famous pointed cups recalling the costumes created by Gaultier for Madonna’s 1990 Blond Ambition tour. Black and powder pink colours take precedence and there is also coral and bleu canard. The special limited edition garments will be presented on 7 July in Paris during the Jean Paul Gaultier Autumn/Winter 2010-2011 Haute Couture show.

Janet Reger opens new Hampstead boutique

Janet Reger has announced the opening of the Private Boutique in the heart of Hampstead's Belsize village. The boutique and wholesale showroom is full of designs from both the Janet Reger Couture and the daring Naughty Janet collection. Janet Reger provides an exceptional service and expert assistance on fitting and style advice. www.janetreger.com

Wolford launches 60th anniversary set with press shots by Rankin

2010 sees the 60th anniversary of lingerie brand Wolford. To celebrate the event, they have created a set that includes a Panty body and Stockings. The flower pattern in fine lace is echoed in the appliqué of embroidered blossom and the glittering Swarovski crystals. There are sparkling crystals on the neckline and running up over the left shoulder to draw attention, while the high-necked, figure-hugging panty Body is combined with matching lace stockings. These have have silicone bands which allows the stockings to be worn separately as hold-ups. The shoot for the new set was performed by iconic British photographer Rankin. All sets are numbered from 1 to 350 and available as an exclusive anniversary pack for £825.00 in selected point of sale and Wolford boutiques from October 2010.