Lepel London flies into UK lingerie stores

Lepel London, a new fashion-forward brand from Lepel, has launched into lingerie stores nationwide.

Inspired by the fashion landscape of the capital city, Lepel London is a younger, edgier take on Lepel lingerie, with modern shapes and a bold colour palette.

The collection has been developed to include a range of soft cups, bralets and balcony shapes, with sizes ranging from 32-36, A-DD, alongside dress sizes. 

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Highlights include the Paloma underwired bra priced at £20. The garment is decorated in eyelash lace and over-bust strapwork.

Another standout piece is the Chelsea Diamond triangle bra designed with semi-sheer geometric mesh and contrast opaque trims. The plunging design, priced at £14, has a front fastening for a sexy silhouette.

Lepel London launched into more than 100 independent stores this month and is also stocked at Asos, House of Fraser, Figleaves, Miss Very and Fenwick, among others.

LF Intimates, the lingerie and swimwear group behind Lepel London, said the aim of the new brand is to cater to “the young, fashion-conscious females of today”, who want on-trend looks at an affordable price.

“The interest in the Lepel London brand has been really extraordinary from all buyers,” said sales and marketing director Peter Cronin.

“We wanted to take a subtle approach in launching this brand in order to work closely with some of our key customers. However, the more we spoke with customers the demand became greater, and we started to see that this was a style of product and price point that was not on offer from other leading brands. The future for Lepel London is very exciting.”

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