New lingerie brand Lady Muck is set to launch at this year’s Moda trade show.
The label, which is designed to offer a rebellious and edgy alternative for teenagers (aged 14 to 19 years old), features clashing colours and more risqué options such as thongs and plunge bras.
The debut range will include three distinct categories: Chelsea, Camden and Primrose.
Sizes will range from a 28 A/B through to a 34 DD/E, depending on the style, while price points will start from £20 to £25 for a bra and £6 to £10 for a brief.
Lady Muck was founded by two mothers, law firm development manager Mel Pilkington and shoe designer Rebecca Tozer, who met one another whilst on maternity leave from their respective jobs.
The brand will be targeting department stores and online retailers with its debut SS13 collection, which it will be pre-viewing this summer.