Hot-As-Hell named The Lingerie Edit’s Best Brand by visiting buyers

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First-time lingerie and swimwear exhibitor Hot As Hell was voted The Lingerie Edit’s Best Brand by visiting buyers this season.

The American label, which was founded by ex-Victoria’s Secret designer Jacalyn Bennett last year, is focused on offering versatile lingerie and swimwear that is easy to wear and easy to care for.

It is also passionate about the environment, investing heavily in sustainable fabrics and manufacturing processes that reduce greenhouse gas emissions.

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Commenting on the award win, Hot As Hell stylist and publicist Jilli Joffe said: “It’s very exciting. Buyers really responded to our sustainable collection of lingerie, swim, and ready-to-wear.

“We heard over and over that we were refreshing and that they hadn’t seen a brand like us before. We would definitely exhibit there again, and plan to be back in July!”

Hot As Hell partnered with a manufacturer in Sri Lanka to co-launch its EFL Fabric, which is used in many of its garments. EFL is comprised of a polymer developed by DuPont from renewably-sourced corn sugar and Xtra Life Lycra fibre.

It’s designed to reduce greenhouse gas emissions by 51% and it’s also biodegradable.

The Lingerie Edit trade show took place at the Savoy Hotel on January 12-13.

Key buyers from ASOS, Coco de Mer, Figleaves, Debenhams, UK Lingerie, House of Fraser, Fenwick, Strip Boutique and Beautifully Undressed visited the event to view lingerie and swimwear collections from more than 30 brands.

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