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Loveday London relaunches

British lingerie brand Loveday London is relaunching for wholesale, following a year-long pause.

The brand, which creates luxury lingerie combining leather, lace and silk for an aesthetic it calls “hard-core romance”, is returning to wholesale for autumn 19.

It had paused the wholesale arm of the business in autumn 18, after founder Luisa Loveday had her second child, instead focusing on developing the ecommerce business.

Loveday described the return to wholesale as the brand “being reborn” – as the autumn 19 collection features new branding, and harks back to the palette of reds and rusty pinks that it launched with in autumn 14.

For autumn 19, the brand will have 15 stockists globally – among the five in the UK are Coco de Mer, Dolci Follie and Full Disclosure.

Despite the brand’s UK factory, AJM Sewing in Wales, falling into administration last year, the entire range is still produced in the UK – and prices remain the same as previous collections.

Wholesale prices range from £50 for a bra to £196.50 for a gown; 020 3737 2497; lovedaylondon.com

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