Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

First look: Victoria's Secret teams up with LA's For Love & Lemons

LA-based womenswear label For Love & Lemons has teamed up with lingerie giant Victoria’s Secret, marking its first collaboration with a retailer that has a UK presence.

The collection will be exclusively available at selected Victoria’s Secret stores across the US and the retailer’s Bond Street flagship, which is home to a For Love & Lemons shop-in-shop. It will also be available online at Victoria’s Secret’s website.

Floral and feminine, the collaboration includes lingerie, nightwear and knitwear. Stand-out pieces include brightly coloured lingerie sets decorated with heavy embroidery, satin bodysuits and floral robes with delicate button detailing.

Much of the collection blurs the line between underwear and outerwear – a key trend in the lingerie market. Retail prices range from £25 for thongs to £129 for a lace slip dress.

For Love & Lemons co-founder Laura Hall told Drapers that the brand is keen to expand in the UK: “We’re definitely looking to expand our presence in the UK, because it is such a fashion-forward market. We have a strong following here. Although we’re an LA-based label, most of our Instagram followers are based in New York, then London and then LA.

“By partnering with Victoria Secret, we’re dipping a toe into the UK market.”

For Love & Lemons was founded by Hall and her close friend, Gillian Kern, in 2011. The duo met as children in Wyoming and ran a lemonade stand together, later combining their shared love of fashion to launch the clothing brand. It now offers ready-to-wear, swimwear, lingerie and childrenswear.

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.