We’re intrigued by new lingerie brand eLai, created by London College of Fashion graduate, Eva Lai.
The brand’s bold style blends masculine and feminine elements in an equestrian-inspired collection of real statement pieces. Fabrics such as leather and mesh are enhanced by belts and strapping details, and the colour palette focuses on shades of nude and caramel contrasted with light blue.
The result is a look we’ve not seen before, that’s definitely edging into the underwear-as-outerwear trend.
Designer Eva Lai says she wanted to create a style that matched seduction with sophistication and a playful, kinky edge, with the tactile aspect of the collection as important as the aesthetic.
‘The materials that I use are to invoke the senses,’ she says. ‘They aim to make wearers not just look great, but also to empower and invite confidence. I design to flatter the female body, not to challenge it, and I love combining old and new by bringing traditional elements into modern designs.’
The collection is available through online retailer Then and Now, which has a number of emerging brands in its portfolio. Prices range from £60 for briefs and thongs to £93 for the Binky bra. Bra sizes range from 30-36 A-C.