British
designer Giles Deacon recently launched a new collection of lingerie in
collaboration with Ann Summers and has spoken on the design process. Giles
commented that he took his inspiration from any women who might purchase his
pieces and how he could reflect those individual personalities through the
designs. He said that he "thought about different women who might be
buying these pieces when designing the collection, with different aspects to
their personalities whether that’s flirtation, dominance or playfulness
— the finished collection enables them to pick and choose and have some
fun." CEO of Ann Summers, Jacqueline Gold, added that she believes
the new lingerie designs will appeal to confident women who like to take style
risks: "As a designer [Giles Deacon] is not afraid to be daring or to
take risks, which is important for Ann Summers. We’re so excited to launch this
collection to our customers."
Opening
up on how often he believes women should treat themselves to a new lingerie
set, the designer commented that he has been surprised at how frequently people
purchase underwear and he jokes that stores know how to target
women: " Well I’m always surprised from girlfriends of mine by the
fact that they buy underwear very very frequently – twice a month, sometimes
more. The thing that amuses me most, though, is that most department stores
that do well in the city position their underwear near the door between 9 and
10.30am. You know, to attract a certain woman that hasn’t stayed at home the
night before… How phenomenal is that brand targeting?"
