Fetish-inspired lingerie brand launches in London

The Fifty Shades of Grey-fuelled appetite for fetish-wear could not have come at a better time for Almeida, a start-up lingerie brand emerging from London this month.

The company’s debut collection, Tilly, combines black Nappa leather with maroon French lace and silk chiffon in styles that the company says are “not for the faint hearted”.

Almeida will continue to specialise in risqué, fetish inspired lingerie and body-wear that are all hand-made in London. Its first pieces went on sale this month at directional retailer Ifyouplease.co.uk.

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The company’s founder, Tamara Bell, has been developing the collection for a year, having noticed a gap in the market for hand-made lingerie that is both provocative and fashion forward. Bell previously worked for fashion and lingerie businesses including Pam Hogg and Dirty Pretty Things, while modelling for designers including Alexander McQueen.

The Tilly collection sells on Ifyouplease.co.uk for £50 for lace knickers, £90 for a leather and lace bra, right up to £420 for a Nappa leather corset with in-built soft lace bra top.




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