Myla named Lingerie Brand of the Year

Luxury lingerie brand Myla has scooped the 2012

Lingerie Brand of the Year accolade at the UK Lingerie Awards beating off touch competition from finalists including Curvy Kate and La Perla.

Founded in 1999 with its first shop in Notting Hill, London, the British lingerie brand now has 12 boutiques and concessions, and was crowned the winner after being judged on a set criteria which including its innovative and creative garment design, and the success of the brand over the autumn/winter 2011 and spring/summer 2012 trading periods.

Other winners at the annual awards, which celebrate the best in lingerie, swimwear and hosiery, included British brand, Dirty Pretty Things taking home the New Designer of the Award for its founders Dee Murren and Claire Merry.

Curvy Kate was named Full Bust Brand of the Year, Jonathan Aston scooped Hosiery Brand of the Year, and Spanx continued its success by winning Shapewear Brand of the Year award. Other brands celebrating success included Selfridges, Rigby & Peller, Figleaves, and Made By Niki.

There were also three categories that were voted on by the public at this year’s awards, with Gossard picking up the gong for the UK’s Favourite Lingerie Brand, while Debenhams won the UK’s Favourite Lingerie Retailer and Kiss Me Deadly took home the UK’s Favourite British Designer accolade.

The awards also honoured Theo Paphetis, who received the UK Lingerie Awards Lifetime Achievement Award, for creating two of the UK’s largest lingerie retail chains; first with La Senza, which he sold, and in the past two years with Boux Avenue.