From Beyoncé to Billie Eilish, the time for strong, sensual underwear that embraces our femininity is now.
“It’s a very exciting time for lingerie,” asserts Shotton, who says if you had told her balconettes and push-up bras would be trending five years ago, she would have scarcely believed you. She pinpoints the runway’s revival of ’90s and ’00s trends for also playing a major part in spurring on the urge to show more skin. Indeed, it was Noughties poster girl Paris Hilton who modelled AP’s new custom offering first on her wedding day.
Two years ago, interest in suspenders was minuscule at Agent Provocateur. Now the brand can’t create new designs quick enough. Will die-hard thong wearers pay hundreds of pounds for a mere whisper of an investment? When AP launched a custom edit in 2008 after the last recession, the then-CEO lambasted the team for making an ill-informed business move. It sold out straight away. “After the hardships people have experienced, they want beautiful bespoke items or the nearest thing to that,” shares Shotton, who foresees great success in the field.
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