To our long-standing fans as well as new customers, it may come as no surprise that Playful Promises has a long history dedicated to excellent customer service, proliferation of innovative, flirty and quirky designs, and commitment to inclusivity in all of its aspects. So it was with great honour and delight that we felt our work had been recognized when we took away the Small Business of the Year Award at the prestigious UK Lingerie Awards! It is one of the biggest events in the intimate apparel calendar with nominees being voted for by industry representatives, celebrating industry excellence.
Going from strength to strength in the last few years, we have been applauded for our inclusive size range, having expanded it over four times since 2015. Playful Promises was one of the first brands in the UK to offer open-cup bras in plus sizes, and one of the few independent brands to have continually expanded sizing.
Recognizing a demand, we launched a US warehouse and website in late 2016, which has led to growth both via retail and wholesale. To cater to our ever-growing base of customers and fans, as well as selling online we are happy to say that we are also stocked in over 200 stores and boutiques worldwide.
We are passionate about diversity, and are extremely proud of our achievements that have set us apart from other brands. It is heartening to see that several of our notable campaigns have been met with a lot of positive responses and covered by a large number of media outlets.
In April 2017 we released our Ageless Fashion campaign, working with models in their late 60s to challenge society’s definition of beauty and sexuality. This was picked up by the press (and shortlisted for another UK Lingerie Award for Marketing Campaign), recognizing the need to represent beauty and sensuality in women of all ages, something that has thus far been sorely lacking in the industry.
Following the successful launch of our Curve collection in 2016, partnering with Gabi Fresh, a US influencer and plus size swimwear designer felt like a natural progression in 2017. This extended our size range of up to UK size 28 and bra sizes up to 44G and featured outré, trend-led styles. The collaborative plus size lingerie collection has been a sell-out success and was featured in major national and international press such as Glamour and InStyle, creating a huge media buzz.
Another campaign of significance was shooting our Bettie Page Lingerie brand on non-binary drag queen Violet Chachki, signifying our commitment to inclusiveness of all genders and sexualities. This was the first time a drag queen has fronted a lingerie campaign, something we consider to be quite a break-through in the industry. While ground-breaking, we were very pleased to find that the overwhelming response to the campaign has been a positive and encouraging one, with media outlets such as Vogue.It, Harpers Bazaar and Huffington post reporting extensively on it.
As a brand we are thrilled to be recognized for the work we have done in promoting inclusivity and our commitment to excellence in design.
We are therefore pleased to have been shortlisted for the Best Multichannel Retailer Under £25m Turnover Award at the upcoming Drapers Digital Awards 2018 which will be taking place in April. The awards form part of the wider Drapers Digital Festival which brings together more than 700 professionals to celebrate excellence in the ecommerce industry. We hope you are all wishing us luck!