Loveday London enters Selfridges

Selfridges has taken stock of lingerie from premium brand Loveday London.

The label’s Seduction and Superstition collections, featuring high-end boudoir lingerie, gowns and bodices, went on sale yesterday at the retailer’s flagship store on Oxford Street, London.

Selfridges will also offer the brand’s Attraction line towards the end of August.

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The news comes after Daisy Lowe wore the brand’s lingerie for a photoshoot earlier this month.

The model and actress teamed the Seduction demi-cup bra, brief and suspender belt with the Boudoir gown for a campaign ad promoting accessories label Charlotte Simone.

Loveday London, a “hardcore romance” brand, will launch its ecommerce site on August 1.



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