A British-made lingerie brand aimed at those with a larger cup and smaller back size is launching at Pure London.
All Undone, which is manufactured at a factory in Wales, will show in the Pure Body lingerie section of the show, which starts on February 10.
The label has been set up by Eva Philipps, who has a background in advertising, and was borne out of her own frustrations at not being able to find lingerie for a larger cup and smaller back size.
Philipps plans to target indies and larger department stores including Selfridges and House of Fraser.
The autumn 13 collection comprises 15 pieces including bras, thongs, briefs and suspenders and is available in back sizes 28 to 34 and cup sizes D to H.
Wholesale prices range from £13.50 to £48.50.