Aura daughters to launch everyday brand

Beija Flor, a new everyday luxury brand, is set to launch at the Lingerie Edit in January.

The British brand was founded by Mazie Gardner and Abbie Miranda, daughters of Annie Gardner at Aura Lingerie, which designs private label collections for UK high street brands.

From Aura’s workshop in London’s Kew, the pair have created a mid-premium offering in sizes AA-G.

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Their key message is that one style does not fit all and have categorised different shapes into different size groups.

The X category (sizes AA-B cup) features delicate soft-cup bras, the Y category (B-D cup) offers plunge and balcony bras and the Z category (DD-G cup) features full-cup bras.

Beija Flor has also developed a line of briefs, including the Limbo String with adjustable straps, the Skinny Jean brief, the Taboo Tanga and the Beyond Brazilian.

The brand hopes to introduce its AW16 collection to buyers at London’s the Lingerie Edit in January. It will also launch its ecommerce website during the two-day show.



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