Agent Provocateur does maternity wear
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Sexy lingerie brand Agent Provocateur is diversifying with a line of maternity and postnatal underwear. The British brand, which was established by Serena Rees and Joseph Corre in 1994, has always been known for its provocative, ultra-feminine designs, also launched its first collection of bridal lingerie in March. According to Reese, the coinciding launches are "coincidental".
"I don't mind which comes first, the baby or the bride," Reese told WWD. "But I did it the other way round."
Reese admits that she and Corre were inspired to create maternity and postnatal lingerie after the birth of their daughter, Cora. "It inspired me because a lot of my friends are pregnant and a lot have pleaded with me to 'please do it'. When I was pregnant, it was traumatic with all of those really ugly big white bras I had to put myself in, and how hideous they were and how awful they made me feel."
Explaining the maternity line, Rees says, "The pieces work with fashion and work with their bump. The demand is unbelievable; we have waiting lists."
The maternity collection is available in the company's 17 stores worldwide and via its website. The line consists of low-rise "underbelly briefs", wireless soft-cup bras with front fastenings for extra support as well as a postnatal pair of underwear that holds in the waist, flattening the stomach and hips. The latter features detachable garters for a sexy look. Meanwhile, the bridal collection, which is enjoying strong sales in Agent Provocateur boutiques, will be available online from May.
Prices for the maternity collection range from $82 for a pair of underwear and $108 for a pair of specialty underwear.
"It's really important to wear the right bra when you're pregnant for health reasons," says Rees. "Our bras are supportive, full-cup bras, but in great fabrics that are comfortable to wear and don't irritate skin."
When designing the control panties, Rees collaborated with maternity physician Gowri Motha, who has treated an impressive roster of celebrities including Kate Moss, Gwyneth Paltrow, Elle Macpherson and Lady Helen Windsor.