The lingerie brand Adina Reay signifies seriously sexy and lustful lingerie. An emerging British label, founded by designer Sharon Lake, you can expect a lot of laciness, even more sheerness, and good dose of silkiness…it doesn’t get much better than that.
Lake discusses the launch of her new and ultra-desirable startup brand.
Unsurprisingly the label has been picked up by top-tier retailers including the likes of Harvey Nichols and Net-a-Porter, and the full range is available on adinareay.com.
When and how did your brand come about? We launched Adina Reay in 2013; born out of a desire to create lingerie in DD+ that we really wanted to wear. I had always loved lingerie, but as a DD+ from my 20’s I was frustrated with the lack of options available. I hated being fitted for lingerie (to the point of tears), being told what I had to wear and having no other options other than something I’d never put on given a choice.
The psychological impact of lingerie in the DD+ market is often under-valued, with the focus so much on fit alone. I even considered a breast reduction, but now I realize it was never my cup size that was the issue but the lack of choice that was available and the whole attitude to DD+.
Born from this frustration and disbelief, we started Adina Reay. A clear vision of what lingerie should be in larger cup sizes – to challenge existing conventions of how fuller cup lingerie could look and fit. A brand created in collaboration with a team of lingerie experts, each with decades of experience working with the U.K.s most respected brands and retailers.
Describe your design aesthetic…We want to make lingerie that is beautiful and desirable, irrespective of size. A product that those below a DD also want to wear and that no one would say “nice for a fuller bust brand”.
We felt that lingerie changed in fit and feel once you move beyond a DD cup, and effectively lost its indulgent nature. We have been innovative in design architecture and use of materials to balance beauty with support; using the highest quality laces, embroideries, silks, and tulles to craft collections that are free from fuss and frills, allowing the directional cuts and quality finishes to shine through. The styles are developed to fit the whole size range without making alterations to strap widths, cups or wing depths – so that the bra you see in a 28DD really is the same bra you get in a 38G. Incidentally, we are a “no bow” brand!
What is your favorite piece from the current collection? That would be ‘Kiki’. No fuss, great cut, modern and clean. Sexy and seductive without being obvious.
Who is your customer? I met an amazing buyer who told me she plans her outfit around her lingerie. Adina Reay is for those of us with a full bust that would like to do the same.
Where can we buy? Online at Adinareay.com, Net-a-Porter, Harvey Nichols, Bare Necessities, Journelle and a number of small independents who we think are key for our business to succeed.
How do you see your brand evolving? Extending our reach through like-minded retailers and direct to the customer.
Where do you see the full bust industry going? I hope we get to the stage where there is as much choice and variety for those above a DD as there is for those below.
A time where fitters recognize that the one shape fits all approach to fuller bust works well for a small percentage of women but not for everyone. That women feel comfortable enough to say to them how they want to feel and what shape they are looking to achieve.
Give us the same choices as those below a DD and let us fall in love with our bodies, our lingerie, and our lingerie shopping experience.
See more on adinareay.com.
