New label Cheek Frills launched in Selfridges, last month, where it will be on sale exclusively in the UK until the end of November. Founder Lily Fortescue talks to LI about the inspiration behind her new brand and her plans for the future.
What was the inspiration for the label?
I felt there was a need for a fun, comfortable ‘everyday’ underwear to make women’s morning decisions easy.
How did you come up with the name?
Cheek Frills was something that came to me after an hour of brainstorming. I love the pun and I love that it sounds oxymoronic of being cheeky and naughty…
Who is your target consumer?
They are for every girl from the 16 year old to the 60 year old with a fun imagination and naughty streak.
Why the days of the week?
It’s a cute and fun way of waking up and choosing which day you are putting on and makes the countdown to the weekend even more exciting
If you were to sum up your brand in one sentence, what would that be?
So comfortable and cool that your other lingerie will be riddled with jealousy.
Why should retailers stock your product?
Because there is nothing like it available and it is hands down the most comfortable and easy to wear underwear I have ever worn… They should also stock it because it sells and sells, and sells.
What are the prices of the products?
It costs £15 for a brief, boyshort or thong and £20 for a bra-let.
From where have you sourced the materials?
The modal cotton is from Italy. It is the highest ethically produced modal you can get.
Is ethical production important to you?
It is VERY important. We like to know that our fabrics are not exploiting anyone or damaging any environment.
What is your personal background?
I studied Philosophy and English at Bristol University then decided it wasn’t quite right for me to be only able to learn and brainstorm in a classroom.
I have always been very creative with textiles and art, and just love coming up with designs and ideas constantly.
How did the exclusive UK launch in Selfridges come about?
Selfridges is my favourite department store in London with the most FABULOUS lingerie section – I approached them a year ago with the idea and it was a working progress from there… They have been fantastic and we can’t wait to start selling.
What is it like to have your twin sister – Made in Chelsea star Rosie Fortescue – there to add her support to the project?
My sister isn’t involved in Cheek Frills at all apart from being an ambassador and a great face to the brand. We had so much fun working together on the shoot – we both love the brand and product so it was a walk in the park. My twin is super supportive.
Where would you most like to see your label stocked?
I am working on Asia, so the dream there is Lane Crawford and some of their fabulous lingerie boutiques – I would also love NK in Sweden and Barneys in NYC. What a line up that would be.