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Lingerie Collective pops up in London

The Lingerie Collective, a not-for-profit group of up-and-coming lingerie designers, has unveiled its first pop-up shop on London’s Ganton Street.

The 400 sq ft store, which will trade for six months, stocks a mix of lingerie brands including The Modern Courtesan, Lascivious, Ell & Cee and Dirty Pretty Things, and will also host a series of events.

The collective was founded in 2008 by Kelly Isaac, the designer behind The Modern Courtesan and MC Lounge, to help showcase smaller lingerie brands to key buyers and press. It launched at London Fashion Week with six designers and now encompasses 37 over four seasons. “It brings like-minded brands together and shows there’s strength in numbers,” said Isaac.

Isaac, who approached landlord Shaftesbury Estates about renting the store, said the brands in the collective were using the space as a “serious retail experiment”. She hopes it can be expanded, including to other UK cities, if successful. Isaac said: “Many of the brands have the desire to have their own store but not the money. This will help us see if it’s viable.”

The brands involved in the pop-up either pay rent on the space or commission on sales.

The autumn 11 edition of The Lingerie Collective, which will not run alongside LFW next season, will be held from January 16-18, 2011, at The Music Room in London’s Mayfair. For more information, see www.thelingeriecollective.com.

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