EXCLUSIVE: Leurre launches in the UK

New luxury lingerie company Leurre launched in the UK, this month.

The company was founded by medic Gauruv Malhan and creative director Rachel Braund, who has reportedly spent over 20 years in lingerie design and sampling, specialising in shapewear and plus-sizes.

The company’s e-tail website went live, this month, with the company’s first collection, which features a combination of bras knickers and nightwear. Prices range between £55 for a pair of tie shorts up to £125 for a balconette bra.

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Malhan said: “I have a wide range of interests, but especially philosophy, psychology, music and controversy. Then I discovered Rachel. We banged our heads together (without physically touching each other) and realised that, if done in the right way, we could combine our passions to create Leurre.

“Every woman has a beautifully complex character and philosophy about her. Our aim is to dig deep into this, and surface her stunning complexion with luxury materials to create seductive and provocative lingerie.”

The brand is hoping to exhibit at trade shows in London and Paris next year, as well as London and Paris Fashion Weeks.

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