Your Xmas Wishlist Results!

The results of our wishlist survey are in!

You told us which Playful pieces you had your eye on this year, with the top results above. 

The French Knickers (available in black and ivory) were designed as easy gifting options, and it seems that you agree! The limited edition camisole and french knickers (available in teal or lipstick) followed along with the autumnal Edie set. 

Gift Vouchers and Frilly Knickers also make wonderful gifts, and Anastasia still remains a firm favourite!

We believe that lingerie is all about the wearer, and results of the confidence that lingerie brings are just a bonus! So we were very glad to hear that our fans like to treat themselves, even at Christmas. And why not? As Ru Paul says, if you can't love yourself, how in the hell are you going to love somebody else? 

It's also interesting to see the age range of our fans, which seems to be quite varied! Pants for everyone :)


Make sure to shop our Xmas Gift Guide and Stocking Fillers!


Lingerie Secret Santa

Karolina of Karolina Laskowska came up with the brilliant idea of a lingerie Secret Santa between the independent lingerie brands. 

As the person behind Playful Promises, I can say it is a brand born out of the love of lingerie, so I was more than up for sending out a secret gift in return for secret gift back! After working hard all year it seems like such a nice treat to receive a mystery gift.

Last year I received an amazing sheer black and red underbust from Pop Antique with a matching fascinator.  It also touched me when I contacted her to thank her that she’d taken the time to stalk me on Facebook and look at my photos, going to the trouble to choose a set she thought fitted with my personal style. How awesome is that?

The other nice thing about this range is it is an opportunity to introduce some other independent brands working hard and to give us a chance to support each other and encourage our customers to shop independent this Christmas.

There are a number of independents brands taking part this aside from the ones I already mentioned year including:

Kiss Me Deadly – good for golden screen inspired glamour and they support the feminist cause. I like brands with a conscience.  We all have to make a living but no need to sacrifice your principles in the process.

Ayten Gasson – good for silk and UK made. Knowing the designer personally I can also say she is very nice. I like to spend my money with decent and nice people. Don’t you?

Clare Bare – if I had to pick a lingerie brand to represent California dreaming through English eyes this is it! 

Angela Freidman – the designer behind this brand used to run the NY Ballet Costume Department and you can really feel this when you look at the level of craftsmanship in her work. 

Karolina Laskowska - recently graduated Karolina works with beautiful fabrics and lace, including vintage kimono fabrics. I especially love the latter after having lived in Tokyo!

Now this is my Secret Santa  - can you guess who it is for?


The full list of brands taking part are:

Previously Chicago, Alexandrea Anissa, Betty Blue’s Loungerie, Dottie’s Delights, Evgenia, Kiss Me Deadly, Playful Promises, Angela Friedman, Harlow and Fox, Clare Bare, Karolina Laskowska, Made By Niki, Nearer The Moon, La Lilouche, Ayten Gasson, Pop Antique, Britta Uschkamp, FRKS

Follow the lingerie secret santa on instagram with tags #lingeriesecretsanta, #lingerieinsidertips, #lingeriegifts & #shopindependent

Shop independent this Xmas – be inspired by our secret santa!

Guest Brand: eLai

You may remember back in 2012, we held a design competition for budding lingerie designers to have their design make it into our collection. We had such an amazing response that we ended up choosing three winners and making the pieces into a mini-collection - one of those winners was Eva Lai. Since graduating, Eva has been working on a beautiful new luxury lingerie brand, eLai. We love her work so much that we've started to stock some accessories and bodysuits on the guest brand section of our website.

We had a chat with Eva to find out a little bit more about her brand!

What sparked your interest in fashion design? 

I have always loved drawing and anything crafty even as a child. Like most girls, I was really into clothing and fashion. The satisfaction of creating something beautiful from scratch is what drew me into design.

Is there anything in particular that lead you to study fashion?

Being a fashion designer was an ambition at a young age, and the skills required seem to be what I am good at, so I worked towards the goal, and fashion school was the natural path to get there.

 What is it about lingerie that you found the most interesting?  

I love all areas in fashion. But I think lingerie is the most personal and intimate item a woman can buy. It is such a specialist subject, having to think about the fit and how the garment could support and enhance the female body, and whether it'd be comfortable against the skin etc. Details are key in lingerie because the garments are so small. I enjoy the challenge of what I can do with a tiny little bra & knickers. It's amazing how every stitch is so visible and it is all about details and accuracy.

You're a recent graduate and your brand has developed so fast. What's your secret?

I wish it could develop faster! Haha. I haven’t got the funding to invest in advertising and the only way to bring brand awareness is though social media (so thank god for internet!) I just try to stay true to my creative vision, and do things my way, instead of the traditional way of what a lingerie brand “should” be. I want eLai to grow organically, so customers would appreciate the products for its design and quality, rather than because I just spent a lot of money on celebrity endorsement.

 Being a one woman team must be a hell of a challenge! Do you think about getting some extra hands on board? 

It is so hard to do it all myself, but at the same time it means everything is done to the way I like. I do however have a lovely team of models/MUA/stylists that helps me massively when it comes to imagery… my darling photographer Polly Hanrahan has been brilliant at bringing my work to life in all my lookbooks. I would love to have more young talents to make eLai bigger and better in the near future.

How has your work evolved since you began your own label?

The first few collections were so different from each other, I tried dark boudoir, cute & colourful, to glam sportlux. As I was still trying to find my style as a brand and figuring out who my customers are. But I have learnt so much since I started and now I have a much better idea of what works. I think it is important to constantly evaluate the business and change your direction based on current social and economical factors. It is good to show a different side as long as it stays true to your brand ethos.

What are you fascinated by at the moment and how does it influence your work?

I am obsessed with sleek lines, so I’m really into the sportlux style at the moment, which shows in my Constellation collection. I’m also fascinated by Olivier Rousteing’s use of chains, embellishments, and the craftsmanship to create textures in his Balmain collections, which I find really inspiring!

What's eLai's ultimate aspiration?

To have my own atelier & showroom in London. I would love for customers to be able to just come in and have their pieces made-to-order.

hat's the main source of inspiration for your projects?

Usually something with a narrative- a film or a character. Fabrics/ materials. Certain fetishes. What I want to wear…

Who's eLai's customer?

Someone who values designs and craftsmanship in a made-to order product; who appreciates unusual pieces with a sense on humour; who thinks comfort is key; who wants to be effortlessly seductive; they would wear eLai for themselves because it feels good and empowering (and bonus that it happens to have a hint of naughtiness) 

What's the most challenging part about what you do?

The business side that involves lots of numbers.

And what's most rewarding?

When I receive emails from customers telling me how much they love wearing my designs…that’s when all the hard work feels so worth it!

What is the biggest lesson you've learned since starting your own company?

Don’t give up just yet…patience is key!

 If you could give some advice for a lingerie designer-to-be, what would that be? 

Love what you do, learn from every opportunity, make good relationships (it’s a very small industry) & work really, really, really….. hard!!!