Italian hosiery brand Oroblu showcased its first-ever lingerie range at Moda Lingerie and Swimwear on Sunday.
The Red Lips collection of seductive and affordable sheer bodies, bras, briefs and hold-ups, has been launched for AW14 and will arrive in stores later this year.
Speaking exclusively to Lingerie Insight at the Birmingham trade show, export area manager Barbara Mara said that Oroblu customers have been asking the brand to create a lingerie range for some time.
“Our customers – who are selling in more than 52 countries – were saying to us ‘why don’t you mix your technological tights with something very sexy and nice,” she said.
“Now, we are trying to communicate with the customers that we are more than a hosiery brand. To offer a complete range of products to retailers is key.”
The Red Lips lingerie collection has been designed for the Oroblu customer, who Mara describes as "sophisticated and elegant".
“Red Lips is all about being sexy, not vulgar, because the Oroblu woman is not vulgar. We wanted to avoid being overly sexy,” she said.
Red Lips lingerie will range in price from around £32 for a bra and £16 for briefs.