Pretty Polly takes the dive

Hosiery brand Pretty Polly, known for its innovative nylon collections will launch its first swimwear range for SS08. From the beginning of next year the hosiery brand will not only try to make your legs look lovely, but also your body in a bikini. Different styles and shapes are designed to suit various body shapes and will com in white, pink, polka dot and paisley. Set up in Sutton in Nottinghamshire, Harry Hibbert and Oswald Buckland launched their company in 1919. 8 Years later the Pretty Polly brand was set up, when the pioneers took over a wholesale hosiery business set up by a bookmaker's daughter, whose father flourished from the racehorse, Pretty Polly. The brand was born and nowadays horses still race in the Pretty Polly Stakes.

The company conquered the US in 1940, when their nylons an initial stock of 4 million pairs sold out in 4 days. The UK market followed after World War II. Pretty Polly was the first to introduce the non-run seam-free stockings in 1959 and launched Hold-Ups in the 60s, which freed women from suspender belts. To keep up with the modern market and fashion of shorter skirts and jeans of 1970, the hosiery brand focussed on Knee High tights. The following decennia, tights became a fashion statement and Pretty Polly started to work with sheer fabrics, Lycra and colour ranges.

Being fashion forward translated in Pretty Polly's marketing approach. In the early 90s when Laura Bailey was the girl about town, the brand signed her to face their campaign to be followed by Eva Herzigova and the Sugababes most recently. The brand's success didn't go unnoticed; in autumn 2005 Pretty Polly was awarded Superbrand by the independent Superbrand Council.

Pretty Polly Swimwear will hit the shelves nationwide in January 2008.

Image: Pretty Polly Swimwear