EMERGING BRAND: Hesper Fox

Hesper Fox is a London-based luxury lounge and sleepwear range launching in December 2015. Each style in the range will be sold separately to allow for mixing an matching and to make styling an at-home wardrobe a cinch.

Lingerie Insight: How would you describe your first collection?

Founder, Kristi Edwards: The two decidedly ‘unsleepy’ prints and fearless, bold colourways in the debut collection were inspired by the ground-breaking aesthetic of the Ballets Russes. Its dazzling costumes and avant-garde set designs re-imagined ballet as a total work of art at the beginning of the last century and its legacy continues to influence fashion and theatre.

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LI: Who are your target customers?

KE: Women with an eye for quality who want their at-home look to more closely echo what they show the outside world. They don’t think that chic should stop just because the front door is closed.

LI: What is your current price range?

KE: Prices range from £39 for the pure silk, metallic embroidered Kitsune eye mask to £129 for the Nyx camisole and £139 for the Astrid shorts, £189 for the Vesper Romper,
£219 for the Luna shirt and up to £429 for the decadent Endymion robe.

LI: What are the next steps for your brand?

KE: Our priority is launching our first collection; December will see us introduce our brand online. We are busy developing the AW16 collection and next year we’ll look to introduce Hesper Fox to new markets through selected retailers. We will exhibit at The Lingerie Edit in London and at Salon International de la Lingerie in Paris in January 2016.

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