WHO WHAT WEAR: Have you noticed a difference in the types of undergarments that British, French, and American women choose?
Serena Rees: All three markets have embraced the Les Girls Les Boys collection across the board, but we have noticed a few subtle differences. For the girls' underwear, the U.S. has gone more for the softer tones in this collection, the dusty pinks and nudes, whereas the Europeans have swayed more towards the stronger colors, especially the red and green. With the boys, all three territories are very similar except for the Europeans preferring the dark-colored boxers, particularly the black and the U.S. definitely favors the white.
WWW: Do you think underwear "trends" are a thing? What's the biggest one right now?
SR: I have never followed trends. Hopefully, we set them. However, I hope our message is empowering enough to set this trend.
WWW: What's the one underwear style that people of all ages and sizes should own?
SR: That people wear what they want and not what they think is expected of them. Be who you are, wear what you want and be comfortable in that! Be comfortable with who you are.
WWW: Is there anything that you miss about intimates in the '90s? And are there any trends that you see returning since the world is obsessed with that decade again?
SR: The '90s were completely different. The overt sexuality that was introduced in the intimates world was really daring and empowering for women. There had been nothing like it previously.
Branded underwear seems to be making a comeback.
WWW: You're one of the first designers to start a label embracing gender-fluid intimates. What's been the biggest challenge with that and how did you conquer it?
SR: One challenge we have faced is the way product in stores is merchandised, divided into mens and womens. This is one of the reasons why we have focused a lot on our own digital platform, lesgirlslesboys.com, where customers will be able to shop all the product together.
via Who What Wear http://ift.tt/2vRVjfE
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