EXCLUSIVE: sloggi’s new bodywear label to launch into Selfridges

sloggi is set to enter Selfridges with its new premium bodywear label, S by Sloggi.

The sub-brand will be stocked at the Body Studio, located in Selfridges’ Oxford Street flagship, from the end of next month, Lingerie Insight has learned.

S by sloggi, launched for SS18, consists of four seamless underwear lines – Serenity and Silhouette for women and Simplicity and Sophistication for men. Selfridges will stock both lines from the women’s range.

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The collection is designed to offer unrivalled comfort without compromising on style.

For full details on the S by Sloggi range, click here

Commenting ahead of the trade launch last summer, Anna Stark, head of marketing for sloggi Northern Europe said: “For too long women have sacrificed their comfort in order to look sexy and compromised style for functionality – it shouldn’t be an either or, we should feel amazing, and look great too, which is what S by sloggi offers.”

“We want to dispel the myth that comfort, functionality and a sleek, sophisticated design are mutually exclusive and offer women a range that is premium, yet embodies the core values of our brand –innovation and true comfort.”



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