As of today, there's a new lingerie brand that will likely pave the way for a new movement in the industry. Founded by Serena Rees, who also founded Agent Provocateur in 1994 which she sold in 2007, Les Girls Les Boys has officially launched. So what sets it apart, aside from the fact that the aesthetic couldn't be further from the overtly sensual Agent Provocateur? For starters, the principal of the line is from "bed to street," meaning it can be seamlessly worn as both loungewear and streetwear, and the entire collection stays within an accessible price point. Not only that, but it's also designed to intentionally embrace gender-fluidity, making it one of the first lingerie brands of its kind.
We got the opportunity to ask London-based Rees about everything related to Les Girls Les Boys (and lingerie, in general) we wanted to know, and her responses were incredibly enlightening.
Read on to find out the underwear-buying habits of American girls versus European girls, the biggest challenge of creating a gender-fluid line, and more. And be sure to shop our favorite pieces at the end, which you can get (along with the rest of the collection) with an exclusive 10% discount using the code WWW10.
WHO WHAT WEAR: Have you noticed a difference in the types of undergarments that British, French, and American women choose?
Serena Rees: All three markets have embraced the Les Girls Les Boys collection across the board, but we have noticed a few subtle differences. For the girls' underwear, the U.S. has gone more for the softer tones in this collection, the dusty pinks and nudes, whereas the Europeans have swayed more toward the stronger colors, especially the red and green. With the boys, all three territories are very similar except for the Europeans preferring the dark-colored boxers, particularly the black, and the U.S. definitely favors the white.
WWW: Do you think underwear "trends" are a thing? What's the biggest one right now?
SR: I have never followed trends. Hopefully, we set them. However, I hope our message is empowering enough to set this trend.
WWW: What's the one underwear style that people of all ages and sizes should own?
SR: That people wear what they want and not what they think is expected of them. Be who you are, wear what you want, and be comfortable in that! Be comfortable with who you are.
WWW: Is there anything that you miss about intimates in the '90s? And are there any trends that you see returning since the world is obsessed with that decade again?
SR: The '90s were completely different. The overt sexuality that was introduced in the intimates world was really daring and empowering for women. There had been nothing like it previously. Branded underwear seems to be making a comeback.
WWW: You're one of the first designers to start a label embracing gender-fluid intimates. What's been the biggest challenge with that, and how did you conquer it?
SR: One challenge we have faced is the way product in stores is merchandised, divided into men's and women's. This is one of the reasons we have focused a lot on our own digital platform, lesgirlslesboys.com, where customers will be able to shop all the product together.
Our Les Girls Les Boys Picks:
Meet your new everyday bra.
We'd definitely pair this with a black blazer and jeans for a night out.
Like Rees said above, branded underwear is making a comeback.
This fancy bralette might be the first piece to go into our carts.
See what she means by "bed to street"?