First Stitch: by Elena

by Elena is a luxury lingerie and nightwear brand that designs and makes garments in the UK. Founder Elena Fenby sought support from the Prince’s Trust to launch her first collection after being diagnosed with Joint Hypermobility Syndrome and Postural Orthostatic Tachycardia Syndrome shortly after graduating from Leicester’s De Montfort University two years ago.

Lingerie Insight: How would you describe your first collection?
Elena Fenby: My first collection ‘In Bloom’ contains eight lingerie sets printed from photos of Pansies, Begonias and Lilies, together with plain satins and soft laces. The style of my garments is modern and feminine with some unusual styling elements.

LI: Who are your target customers?
EF: My customers are women aged between 25 and 45 years-old, who like to buy unique and individual garments.

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LI: Where are you stocked?
EF: I currently only sell online at, but I am in talks with a couple of retailers concerning the AW collection. The brand has received very positive comments and exposure so far and I am always on the lookout for new stockists, so I hope to promote and expand the brand into small and large retailers soon.

LI: What inspires you when designing lingerie?
EF: My inspiration comes from many different things but, nature, architecture, and texture are just some examples. My Spring/Summer collection was inspired by the flowers in my garden and Autumn/Winter ‘Baroque’ was inspired by London iron work.



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