Agent Provocateur co-founder to launch unisex lingerie label

Serena Rees, who founded Agent Provocateur with Joe Corré in 1994, was set to launch her new label in September.

The co-founder of Agent Provocateur has returned to the intimate apparel industry with a new label named Les Girls Les Boys.

Serena Rees, who founded Agent Provocateur with her then-husband Joe Corré in 1994 before selling the business in 2007, has crafted a collection of intimates, underwear and streetwear designed to be worn by both men and women.

The label, set to launch on September 1, promises to take consumers from “bed to street”.

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“There is a real need for an open-minded brand with a more diverse story to tell,” Rees told Business of Fashion.

“Les Girls Les Boys is for the customer who treads their own path, are proud of who they are and proud of who they love. The idea of ‘bed to street’ is core to our brand philosophy – blurring the boundaries between inside and outside. This is the new sexy.”

Les Girls Les Boys will offer bras, briefs, bodysuits, T-shirts, vests, pyjamas, boxer shorts, hoodies and joggers in sizes XS to XL, with prices ranging from £20-£120.

It will initially be available from the Les Girls Les Boys website as well as Selfridges, Nordstrom, Shopbop and Zalando.

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