Giles Deacon Designs Lingerie Collection for Ann Summers

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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?"

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