POWER LIST 2018: Movers & Shakers – Georgia Larsen, founder and director, Dora Larsen

Georgia Larsen swapped a career in lingerie buying at Topshop for lingerie making at home when she established her experimental brand, Dora Larsen, from her South London flat in August 2015.

The label, which aims to creates fun, well-fitting styles with a focus on bold colour, was officially launched in June 2016. But before the business got off the ground, it had already caught the attention of national publications, trend forecasters and international retailers.

In the month of its launch, WGSN named Dora Larsen one of five top lingerie brands to watch in 2017, and just four weeks later, American fashion retailer Anthropologie signed a deal to stock the brand’s AW16 collection in seven of its stores.

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In January 2016, Dora Larsen was one of 20 emerging lingerie brands selected to showcase their collections at a pop-up shop at renowned Parisian department store Galeries Lafayette.

The pop-up launched to mark the opening of Salon International de la Lingerie.

Since then, Dora Larsen has been picked up by major stockists across 19 countries, including Topshop and The Pantry Underwear in London.

For SS18, the brand has ditched photoshop, showcasing unedited photos of models sporting its colourful lingerie range in its supporting campaign.

The move is part of founder Georgia’s bid to make a greater push for transparency.

The entrepreneur said she was becoming exhausted of seeing models appear in shoots with “plastic looking skin”.

“As we’ve grown, we’ve developed more confidence in who we are as a brand and what we stand for,” Dora said.

“Customers are also savvier these days; they are much more aware of how businesses market themselves, and due to the rise of social media they expect more from a brand.”

The Movers & Shakers category of the 2018 Lingerie Insight Power List is sponsored by Oh la la Cheri. To visit the company’s website click HERE.

To view the full Movers & Shakers list, CLICK HERE

Profile

Company: Dora Larsen
Address: The Bussey Building, 133 Copeland Road, London, SE15 3SN
Twitter: @dora_larsen
Website: www.doralarsen.com
Focus: Independent lingerie design

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