New lingerie, swimwear and maternity brand Embrace is showcasing its debut collection at Mode City, this year.
The brand attracted a large amount attention from press and buyers after it won the prize for creativity at the Ultra catwalk show on Saturday.
Embrace chief executive and creative dirtector Reenagh McCall said: “I am absolutely thrilled. We knew the standard we were up against. When they announced we had won, quite frankly, I was shocked.
“It took us five days just to stick all those crystals on. We incorporated one of our patented inventions into our design. It was really as recognition for us and the development that went into our creation.”
McCall first exhibited at Mode City last September, where she launched her new product inventions: a patented internal support system, removable wire mechanism and maternity feeding innovation. A new moving strap, which should enable the wearer to adjust tension with just one hand, is also currently in development.
The few pieces that McCall designed in order to show off her inventions were received so well by buyers that the inventor, who used to collect vintage film posters and write scripts, decided to set up her own brand.
Since winning Ultra, Embrace has attracted attention from potential stockists in Australia, Asia, Africa and Europe. A number of major retailers and department stores have also reportedly displayed interest.
The collection features 40 pieces up to a 38G cup. The products are manufactured in France, Wales and Nottingham, UK.