A group of independent lingerie brands have come together to launch the Love Bomb – an annual event which sees the designers promote each other’s work in the run up to Valentine’s Day.
For one week only, Curvy Couture, Ayten Gasson, Kiss Me Deadly, Playful Promises, Miss Mandalay and Little Women will offer discounts on their garments and give away prizes through Twitter and Facebook.
The aim is to incentivise consumers to look beyond the “expensive Valentine’s Day marketing ploys” of giant corporate companies and look to buy lingerie and nightwear from independent and boutique brands instead, Ayten Gasson said in a blog post.
To launch the event, models are usually photographed wearing the brands’ garments in a promotional photoshoot. This year, however, lingerie designers involved in the Love Bomb have donned their favourite pieces to create their own shoot.
Owners of the brands can be seen in amusing shots that show a glamourous take on running a business, and what running business actually involves.
Curvy Couture kicked off the third annual event on Friday and today Ayten Gasson is offering a 25% discount on all styles in its online boutique. The event will run until February 7.