Elissa Grainger has won the ASOS Fashion Discovery competition with her trademark latex lace lingerie designs, which combine the two fabrics.
The 22-year-old contour fashion graduate from De Montfort University Leicester was flooded with orders from Instagram fans and so launched Elissa Poppy as a brand.
Judges of the competition, including members of ASOS, the British Fashion Council, i-D and Graduate Fashion Week said they were impressed with Grainger’s “innovative” brand.
As well as £50,000 to develop her brand, the prize also entitles Grainger to mentoring from the judges, and will see her designs featured in ASOS’ 2017 Spring/Summer collection.
The graduate’s brand, Elissa Poppy, has been shortlisted for the UK Lingerie Awards 2016 Rising Star of the Year category.
Grainger is supported by The Crucible Project, DMU’s initiative helping graduates to get their business ideas off the ground.
She told De Montfort University: “My inspiration for the brand comes from many different places, including the artwork of Roy Lichtenstein which is really brought out in different products that I have.”
Elissa Poppy pieces are stocked by luxury labels including Beautifully Undressed in the UK, Brigade Mondaine in France and Anya Lust in the US.
About her time at DMU, Grainger said: “Contour fashion has great links with industry and equips you with the skills employers are looking for.
“I got to work with lots of different brands and had the chance to make contact with industry experts.
“The tutors really get behind you, helping you gain publicity and instilling a strong sense of professionalism in you.”