Georgia Larsen, a former lingerie buyer at Topshop, has launched her own lingerie brand in London.
The new label, named Dora Larsen, creates fun, well-fitting styles with a focus on bold colour.
Larsen introduces shades of shell and pink, lime green, lilac grey, snorkel blue, saffron, old rose and moss to a sector she believes is saturated in nude and black.
She intends to expand into more shapes, sizes and colours in the coming seasons.
Larsen worked as an assistant lingerie buyer for Topshop from 2010 and 2015, before setting about launching her own brand in August 2015.