Emerging Chinese lingerie brand AtoG Lingerie made its UK debut over the weekend when it launched four custom-made undergarments at Fashion Scout during London Fashion Week.
Designed by Yu Ge, who has previously worked as a ready-to-wear buyer for luxury brands such as Louis Vuitton and Gucci, the lingerie collection appeared on the catwalk show for lifestyle label Annderstand on Sunday.
The launch marks China’s first underwear brand to appear on two international fashion shows in one year.
In February, AtoG launched five custom-made undergarments with Vivienne Hu during New York Fashion Week.
Founder Zhou Yingying told Xinhua News Agency that she brought AtoG to London Fashion Week to showcase the creativity of Chinese design.
Fashion Scout is the UK’s largest independent showcase for emerging and established design talent during London Fashion Week.
Many talented designers have launched their careers by presenting their brands at Fashion Scout, including Peter Pilotto and David Koma.
Alongside British designers, it also provides a platform for international designers to demonstrate their talents.