The one-half of lingerie brand Agent Provocateur, Serena Rees is launching her very own men’s and women’s foundation wear and streetwear brand this September. Called ‘Les Girls Les Boys’, the new label “is an updated observation of self-identity and sexuality”.
While Agent Provocateur that Rees launched with her then husband Joe Corré in 1994, always boasted of a very provocative and luxury image, her new project looks at building a similar iconic aesthetic but in a different appeal and a much more accessible price plug. Explaining the reason for her new endeavour, Rees said, “There is a real need for an open-minded brand, with a more diverse story to tell,” also adding, “Les Girls Les Boys is for the customer who treads their own path, are proud of who they are and proud of who they love. The idea of ‘bed to street’ is core to our brand philosophy – blurring the boundaries between inside and outside. This is the new sexy!”
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The new fashion brand with its ‘bed to street’ philosophy will retail bras, briefs, bodysuits, T-shirts, vests, pyjamas, boxer shorts, hoodies and joggers in sizes from XS to XL at about £ 20-120. The assortment will initially be available on the label’s own website as well as Selfridges, Nordstrom, Shopbop and Zalando.
