Agent Provocateur founder Serena Rees has launched a brand focusing on underwear, nightwear and streetwear.
The brand, called Les Girls Les Boys, offers both menswear and womenswear.
Stockists include Selfridges, Harvey Nichols, Shopbop, East Dane and Zalando.
Its products comprise bras, briefs, bodysuits, rib jerseys, t-shirts, vests, pyjamas, boxer shorts, hoodies and joggers in sizes XS to XL. Retail prices range from £20-120.
Rees said: “I looked at what the market was currently offering [millenial customers], and it felt like there was a big disconnect.
“There is a real need for an open-minded brand, with a more diverse story to tell. Les Girls Les Boys is for the customer who treads their own path. The idea of ‘bed to street’ is core to our brand philosophy – blurring the boundaries between inside and outside.”
Rees, who launched Agent Provocateur in 1994, sold the business to private equity firm 3i a decade ago. It was sold to Mike Ashley-backed Four Marketing in a pre-pack deal earlier this year.