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Giles Deacon’s sexy lingerie range for Ann Summers lands

April 29, 2014 by  
Filed under Latest Lingerie News

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  • Designer’s range for Ann Summers lands in store on May 1
  • Features babydoll dresses and more daring lingerie
  • Cara Delevingne and Kendall Jenner walked in his ready-to-wear show

By
Bianca London


Published:

05:57 EST, 28 April 2014


|
Updated:

07:00 EST, 28 April 2014

Ann Summers has been given a high fashion makeover by the acclaimed British designer Giles Deacon.

The collaboration is a first for Ann Summers, as the brand attempts to extend its offering and widen its appeal to take on other high street lingerie brands.

The underwear giant describes the new range as ‘unapologetically sexy and bold with a dash of naughtiness.’

It's here! Giles Deacon's lingerie range for Ann Summers has been unveiled and describes itself as 'unapologetically sexy'

It’s here! Giles Deacon’s lingerie range for Ann Summers has been unveiled and describes itself as ‘unapologetically sexy’ (corset, £145)

Giles Deacon, who worked for Bottega Veneta and Gucci before founding his own label, GILES, in 2003, once said that he ‘didn’t design for wallflowers’ and this mantra is certainly in evidence in this collection.

The Giles
Deacon for Ann Summers SS14 collection is made up of four key lingerie and erotic ranges and fashion-forward ‘sexcessories’, including rose gold necklace and cuffs, lace eye
masks and feather ticklers.

Key pieces have multifunctional detailing – straps that double up as hand cuffs, for example.

It's not for the shy! Giles once said that he 'didn't design for wallflowers' and his mantra has been injected into this collection of baby doll lace dresses (£60) and more daring underwear

It’s not for the shy! Giles once said that he ‘didn’t design for wallflowers’ and his mantra has been injected into this collection of baby doll lace dresses (£60) and more daring underwear

That's clever! The lingerie features multifunctional detailing - straps that double up as hand cuffs

Accessorise all areas: The range comes complete with Ann Summer's famous sex accessories

That’s clever! The lingerie features multifunctional detailing – straps that double up as hand cuffs (left, cami suspender, £80, right, bra, £40)

Flattering: Giles said he knew he wanted to combine great shapes and thoughtful details into the 'affordable range'

Flattering: Giles said he knew he wanted to combine great shapes and thoughtful details into the ‘affordable range’

Taking everything into account: Giles said he considered different aspects of a woman's personalities - whether that's flirtation, dominance or playfulness - when designing the range, which lands on May 1

Taking everything into account: Giles said he considered different aspects of a woman’s personalities – whether that’s flirtation, dominance or playfulness – when designing the range, which lands on May 1

Speaking about the range, which launches in-store and online on May 1, Giles said:  ‘Ann Summers is an iconic brand recognised and loved by so many and which occupies a unique and successful position on the British high street.

‘I knew at the start when designing the collection that I wanted it to combine great shapes, thoughtful details and to be of the highest quality that would enable the pieces to be aspirational yet affordable.

‘I also thought about different women who might be buying these pieces when designing the collection, with different aspects to their personalities whether that’s flirtation, dominance or playfulness – the finished collection enables them to pick and choose and have some fun with all of the ranges as a collection of lingerie that can be the foundation for any outfit or occasion.’

A spokesperson for Ann Summers, said: ‘Giles’ collections are sexy yet always have a sense of fun, values that are in line with the Ann Summers brand – as a designer he is not afraid to be daring or to take risks, which is important.

‘We’re so excited to launch this collection to our customers.’

Brains behind the lingerie: Giles Deacon is best known for his playful designs and founded his own label, GILES, in 2003

Brains behind the lingerie: Giles Deacon is best known for his playful designs and founded his own label, GILES, in 2003

Cara Delevigne

Kendall Jenner

Star studded catwalk: Cara Delevingne, left, and Kardashian star Kendall Jenner, right, walked in Giles’ AW14 show


Comments (40)

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VOTE UKIP,

Our Only Chance, United Kingdom,

8 minutes ago

The bottom two girls look like something from Edward Scissor Hands.

ttfan1948 Brighton,

Sussex, United Kingdom,

33 minutes ago

I see women are STILL seen as sex objects. Will we never move on?

Ned60,

WGC, United Kingdom,

59 minutes ago

That Cara Delevingne just looks weird

chinablue,

PRC,

1 hour ago

No reflection on Cara because it’s what she is told to wear. But the pic of her demonstrates that whatever size you are if you wear the wrong clothes you can look huge! No wonder she looks grumpy.

Anon,

Middle Earth,

1 hour ago

I’m full sail :)

fracture,

lost, United Kingdom,

2 hours ago

i will never understand why pretty underwear is so expensive

Belmont,

Lancashire, United Kingdom,

2 hours ago

More pics like this please!

The Truth,

London,

2 hours ago

Thanks forf keeping us up to date with news from the world of sleaze. Stay classy.

Anon,

Leicester, United Kingdom,

2 hours ago

Love Giles Deacon and really quite like some of these designs, but I hate the quality of Ann Summers underwear!

null,

2 hours ago

Ann summers over priced tat la senza is much nicer

thelovelysarah,

Great Yarmouth, United Kingdom,

2 hours ago

La Senza used to be good til the takeover, now the quality is dreadful. Anne Summers is terribly tacky and uses hideous cheap fabrics.

Boux Avenue is the best on the High Street by miles at the moment, with Kelly Brook’s range for New Look a good budget choice.

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