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