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  • Lingerie brand returns to basics


    03 March 2008

    Victoria's Secret, the brand famous for its lusty and sexy lingerie line is considering a revamp.

    The company's Chief Executive Sharen Turney said that their clothing has gone 'too sexy' and needs to be brought back to its 'sophisticated heritage'.

    Its parent company, Limited Brands, said fourth quarter profits fell 12 per cent.

    'We will reinvent the sleepwear business and focus on product quality,' Turney said.

    Victoria's Secret was started in San Francisco in 1977 by Roy Raymond, who said he wanted to provide a comfortable shopping experience for men who were too embarrassed trying to buy lingerie for their female partners.

  • Website To Train Men In The Art Of Lingerie Shopping Launched


    11 February 2008

    This might just be a boon for guys who want to see their sweethearts in saucy underwear but shy away on the thought of entering a lingerie department, for a new website has been launched which lets you visit a virtual dressing room and ask models to try on underwear.

    The website, called KnickerPicker, allows men to browse for sexy smalls online by getting a woman of their choice to model them. Itd also allow shoppers to ask their model to change outfits or parade towards them along a catwalk for a close look, just at the click of a mouse.

    Not just that, the buyers can also make the model to swirl around to show how the lingerie looks from behind.

    For the blokes, who hesitate before even thinking of going for lingerie shopping, there are buying tips on the website to avoid such shopping blunders that could spoil the romance of Valentines day.

    There is also an option for those who need a second opinion on the tiny stuff they are buying: they can forward pictures of the models wearing their chosen pants, bras or suspender belts, by email to a friend.

    Those who visit KnickerPicker can choose anything from G-strings to corsets from a range of around 20 brands including Calvin Klein, Passionata and Playful Promises.

    Valentines day is a perfect opportunity to buy lingerie for your wife or girlfriend but can turn into a nightmare for many of us. The majority of guys are not great at buying underwear for their lovers and it can be a pretty nerve racking experience. A lot of blokes find it embarrassing going into a lingerie shop and being surrounded by lots of women who are judging them on every item they pick up, The Sun quoted KnickerPicker co-founder Jason Talbot, as saying.

    He added: Shopping online can be even more risky because you cannot get a good idea of how underwear will actually look when you get it out the box. We are trying to take the guesswork and embarrassment out of underwear shopping and make it more fun.

    Firstly, the virtual dressing room allows the buyers to select one of the three models - a petite black babe, a slender blonde, or a curvier fair-haired woman. Then they can choose the underwear for them to try on by brand, product type or price.

    One can pick from a list of sexy garments and get the model to don them by clicking on each item and dragging them towards them. With details and sizes of piece of underwear appearing on a screen next to the model, one can easily add them to their shopping basket.

    With an online dressing room, you can interact with the models and see how the items actually look on women with realistic body shapes. I think it would be near on impossible to get a sales assistant in a shop to try on underwear for you to look at, said Talbot.

    After finalizing on the product to buy, KnickerPicker connects you to the relevant retailers website to make your purchase.

  • Sarah Harding And Gemma Atkinson's Racy New Lingerie Ads


    11 February 2008

    Sarah Harding and Gemma Atkinson today unveiled their latest lingerie campaign just in time for Valentine's Day.

    The Girls Aloud singer, 26,reality star, 23, flash their figures in a series of underwear poses in the latest campaign for Ultimo.

    A week before February 14th, Ultimo's latest collection features Gemma and Sarah dressed in a series of bra and knicker combinations.

    Scottish firm Ultimo flew their celebrity models to the warmer climes of Miami, Florida for the photo shoot last month to make sure they didn't get too chilly in their briefs.

    Ex-Hollyoaks actress Gemma, who is planning to launch a pop career following her appearance on Soapstar Superstar, was unveiled as the face of Ultimo's D-G range in November.

    Gemma wowed viewers of I'm A Celebrity two months ago with her svelte size 4 figure and her surgically-enhanced 34E breasts in a series of skimpy bikinis.

    Sarah piped her Girls Aloud bandmates to become an Ultimo spokesmodel in 2006 and models their A-C line. The latest Spring/Summer 2008 shots mark her last campaign as an 'Ultimo Angel'.

    The pop star admits she spent time in gym getting in top shape for the new ad: "I am not a supermodel like all the other previous Ultimo models so I worked really hard to look the best I possibly could."

    Ultimo creator Michelle Mone said: "Sarah has been great to work with. When Sarah was signed as The Face and Body of Ultimo in 2006, she was not a professional model like her predecessors, however, the more Ultimo photoshoots she experienced, the more confident she became.

    "It has been a pleasure to work with Sarah and I wish her all the best for the future. Sarah's successor will be named soon."

    Gemma and Sarah follow in the footsteps of previous Ultimo models Rachel Hunter, Penny Lancaster and Helena Christensen.

    The latest Ultimo collection is available from Debenhams stores nationwide.