Phara d’Or: Slow Luxury, Timeless Design, Pure European Craft
Ellen Lewis
By ESTELLE PULESTON
Phara d’Or is an independent lingerie brand that launched last year in The Netherlands, pairing traditional, time-honored European craftsmanship with a more modern aesthetic sensibility.
For the founders, it was very important from both a sustainability and product quality perspective to keep production 100% European. The collections are manufactured in small batches by a specialist atelier in Portugal, for “a level of quality that simply can’t be replicated at scale.”
The debut collection includes three lingerie ranges plus a swimwear one, all centering around the notion of modern femininity – pieces which are sensual yet still remain easily wearable.
At the start of every new design process, the founders ask the question: how will this feel to wear? The goal is for their customer to feel confident, but also comfortable, which is why they are so exacting with their materials choices. Their satin, for example, was selected for its exceptionally-silky feeling and fluid movement. Their embroidered tulle, for its softness and the way it brings breathability and lightness while still delivering that sought-after structure. Everything needs to come together in a way that is a true delight to wear, not an annoyance.
They also build size flexibility into many of their garments, such as waistbands that can be fine-tuned with a slider, or the same idea on bra band straps to offer greater fit adjustment than a typical three column hook-and-eye closure. It’s not just about comfort – though it certainly enhances it – but also about ensuring that these timeless, slow-fashion pieces will stay in your lingerie rotation for as long as possible, even if your body changes.
The most successful range to date, in terms of both sales and retailer feedback, has been the fiery-red Juliette. I am not surprised – it was my immediate favorite when I first saw the collection! This 8-piece range is based around a beautiful embroidered tulle with satin accents and feminine details, including ruffled trims and crystal droplets.
Valerie is also based around embroidery and satin, but this time in classic black and with extra polish, including a matching wrap robe. Kate is where the brand’s contemporary edge really shines through, featuring graphic, streamlined silhouettes in a more minimal satin and mesh combination.
“Our target customer is someone who sees lingerie as something expressive rather than purely functional,” says the founder, “women who appreciate romantic European lingerie… and pieces that can feel just as powerful worn privately as they do styled into a larger look.”
The Phara d’Or size range runs from XL to XL and US 32B to 38DD. Bras start at $155 and coordinates at $105, while nightwear starts at $250.
