Myla was crowned the 2012 Lingerie Brand of the Year at a star-studded UK Lingerie Awards dinner last night.
The intimate apparel designer, founded in 1999 with its first shop in Notting Hill, London, is now celebrated as a great British fashion brand that sells in Harrods, Selfridges and a network of branded stores.
With a host of celebrities watching on, which ensured that coverage of the UK Lingerie Awards was beamed around the world, Myla beat off stiff competition from Finalists including Curvy Kate and La Perla.
One of the biggest cheers of the night was for another British brand, Dirty Pretty Things, which won the coveted New Designer of the Year award for its founders Dee Murren and Claire Merry. The presence of Girls Aloud singer Sarah Harding on the DPT table ensured a rowdy celebration.
Three categories were voted on by the public at this year’s awards, with Gossard proving to be the people’s favourite as the company picked up the gong for the UK’s Favourite Lingerie Brand.
The full list of winners is:
- Lingerie Brand of the Year: MYLA
- Most Innovative Brand of the Year: Made By Niki
- Full Bust Brand of the Year: Curvy Kate
- New Designer of the Year: Dirty Pretty Things
- Post-Surgery Brand of the Year: Jamu Australia
- Maternity Brand of the Year: Hot Milk
- Hosiery Brand of the Year: Jonathan Aston
- Shapewear Brand of the Year: Spanx
- Swimwear Brand of the Year: Pistol Panties
- Sports Bra Brand of the Year: Panache Sport
- Marketing Campaign of the Year: Curvy Kate for its Star in a Bra competition.
- Independent Directional Brand of the Year: Made By Niki
- Independent Retailer of the Year: Dolci Follie
- Multiple Retailer of the Year: Rigby & Peller
- Digital Retailer of the Year: Figleaves
- Department Store of the Year: Selfridges
Winners of the 2012 UK Lingerie Awards Public Vote Categories are:
- UK’s Favourite British Designer: Kiss Me Deadly
- UK’s Favourite Lingerie Retailer: Debenhams
- UK’s Favourite Lingerie Brand: Gossard.
The final presentation of the night was for the UK Lingerie Awards Lifetime Achievement Award, which was won by Theo Paphetis, who was honoured for creating two of the UK’s largest lingerie retail chains; first with La Senza, which he sold, and in the past two years with Boux Avenue.
Accepting the award with a video speech, he joked that he was far from ready to retire and put his feet up, but welcomed the gesture that his entire life was already being celebrated.
Almost 300 guests partied long into the night following the awards ceremony, and woke up this morning to find that newspaper web sites including the Daily Mail had splashed pictures and stories from the dinner across their celebrity gossip pages.
“We have put the British lingerie industry on the world stage tonight. Everybody that was here at the UK Lingerie Awards, and everybody reading about them tomorrow morning will know that our retailers and the brands they sell are truly world class,” said Andy Martyniuk, UK Lingerie Awards event director.