A year on from opening her flagship store on Elizabeth Street in Belgravia, Luna Mae London founder Claudia Lambeth champions luxury lingerie and personalised fitting.
Claudia Lambeth, founder and CEO of bespoke lingerie brand Luna Mae London, has her heart set on expanding her brand internationally. Currently available in London and New York, clients access the purely bespoke brand by appointment in its Belgravia store in London.
The British-born brand’s retail prices for bespoke lingerie start at £680 for a satin silk underwired bra and at £1,280 for a bustier or basque. Lambeth tells Drapers how the brand draws on the techniques and craftsmanship of Savile Row tailors when offering bespoke lingerie fitting.
What is your career history?
I started the business very young and formed the ideas for the brand while I was finishing a law degree at King’s College.
What first drew you to working in fashion?
It was lingerie in particular that has always appealed to me. The idea that you could be wearing something beautiful beneath your clothes and no one has to see it, is something I’ve always found fascinating. Lingerie is a tool to empower women by celebrating their bodies – all shapes and sizes. It always makes me smile when women tell me they are wearing Luna Mae for themselves, and not for their loved one.
What was the inspiration behind the brand?
I was inspired by Savile Row and the master craftsmen working on beautiful bespoke commissions. I felt there was a gap in the market for exquisite-quality lingerie that celebrated women through design and a personalised fitting experience.
What made you believe there was a market for your business?
The beauty of Luna Mae is that we occupy two very different spaces in the market – the special occasion elaborate pieces with exquisite embroidery and embellishment, and the true solution garments which are entirely focused on creating a second skin for a woman who isn’t able to find something that works on the high street.
You place a lot of significance on British craftsmanship – why is this so important to you?
I think to be a truly British luxury brand, you have to invest in the workmanship local to you. There is such amazing talent in the UK and it makes me very proud to know that all our bespoke creations are handmade beneath the flagship store. Quality is so important for Luna Mae, and it’s wonderful being able to watch the pieces come to life before my eyes. It also means I can keep our very high standards in check by overseeing every commission that passes through our atelier.
What is the best part of your job?
Being able to watch a client’s confidence transform when she is wearing a Luna Mae piece that is made for her. The best moments have been in fitting rooms with clients and seeing how happy they are.
How would you describe your design and bespoke fitting process?
Every commission is completely different, so there is no set formula I follow.
We have two available options at Luna Mae: made-to-measure (which is based on existing shapes and styles, which are then reworked to the client’s measurements), or full bespoke (which is starting from scratch).
How would you describe your own style?
Simplistic and about silhouette and shapes rather than frills.
Is there anyone in the industry you particularly admire?
[Beauty brand founder] Jo Malone, Emily Weiss [founder of cosmetics brand Glossier], [Net-a-Porter founder] Dame Natalie Massenet and [retail veteran] Marty Wikstrom.
What’s the best business advice you’ve ever received?
Never make the same mistake twice.
Where would you like to progress in your career and with the brand in the next five years?
I would like to keep growing the business and open international stores.
Favourite clothing brand
Ralph & Russo
Favourite places to shop
Last fashion purchase
Manolo Blahnik boots (big splurge!)
Last book you read
Radical Candour by Kim Scott
Last film you watched
Working at Jo Malone – and now I have a flagship on the same street at hers!
What would we find you doing at the weekend?
Seeing friends, looking for design inspiration, or doing weekend fittings at the store