British fashion designer Giles Deacon has collaborated with Ann Summers on a limited-edition lingerie collection.
The collaboration is a first for Ann Summers, as the retailer looks to extend its offering and widen its appeal to take on other high street brands.
The SS14 collection, to launch in stores on May 1, features a range of lace, printed and feathered lingerie and accessories, as well as a hosiery line designed with prints and patterns exclusive to Ann Summers.
Key pieces in the range include bras with straps that double up as hand cuffs.
Deacon, a London fashion week favourite, has previously collaborated with Mulberry and New Look on limited-edition collections.
Commenting on his latest partnership, he said: “It has been exciting to work with Ann Summers on the Giles for Ann Summers capsule collection – Ann Summers is an iconic brand recognised and loved by so many and which occupies a unique and successful position on the British high street.
"I knew at the start when designing the collection that I wanted it to combine great shapes, thoughtful details and to be of the highest quality that would enable the pieces to be aspirational yet affordable. I also thought about different women who might be buying these pieces when designing the collection, with different aspects to their personalities whether that’s flirtation, dominance or playfulness – the finished collection enables them to pick and choose and have some fun with all of the ranges as a collection of lingerie that can be the foundation for any outfit or occasion.”
Ann Summers CEO Jacqueline Gold added: “As Ann Summers has more than 30 years experience on the UK’s high-streets, it was important to us that we were working with another recognisable British name.
“Giles’ collections are sexy yet always have a sense of fun, values that are in-line with the Ann Summers brand – as a designer he is not afraid to be daring or to take risks, which is important for Ann Summers. We’re so excited to launch this collection to our customers – Giles Deacon and Ann Summers is a collaboration not to be missed.”