By ALISON CONNOLLY
I have a not-so-secret secret when it comes to discovering amazing new lingerie brands. I often look to the specialized “boutique” lingerie trade events to see new designers they are promoting, and one particular event I can always rely on is The Lingerie Edit (TLE). If you aren’t familiar with TLE, they are a UK-based trade event that aligns themselves with independent, premium labels from the lingerie and swimwear sector. That’s where my discovery of aimée occurred, and my lingerie-hunting radar pulsed wildly!
aimée is a luxury lingerie and loungewear company that will be launching in 2017. It is already making waves within the industry, with its designer Aimee McWilliams recently winning The Lingerie & Swimwear Edit Award sponsored by APM for its debut collection. McWilliams did not start her fashion career with ambitions to design lingerie, but learned through her luxury ready-to-wear design experience that intimate apparel paired nicely with her design aesthetic. She partnered with Simon Paul Benton to create a collection that appeals to a wide range of women, particularly a woman of confidence and style. That being said, we are excited to see how retailers and consumers respond to this chic new label!
For anyone interested in attending the upcoming Lingerie Edit exhibit, you’re in luck! The show takes place at the swanky Savoy Hotel in London January 12-13, 2017.
