Lingerie as popular as ever as a Valentine’s Day gift
ROSES are fine, violets are too, but if you really want to woo your Valentine, only lingerie will do.
From frilly knickers to silk stockings, smalls are still big business ahead of February 14, according to the country’s plushest department store.
With just two days until Cupid strikes, Brown Thomas Dublin has reported a “double-digit” growth in sales of sexy undies this week.
But it’s not only real-life Romeos who are boosting the Grafton Street store’s bottom line, BT’s lingerie buyer Rosyln Ellis said: “Every year pre-Valentine’s Day we see a double-digit growth in sales of lingerie, with stockings up 70 per cent on the previous week.
“It’s not necessarily just men [buying gifts] — a lot of women have been coming in to freshen up their lingerie drawer for the coming weekend too.
“Stella McCartney’s matching Clara Whispering bra (€120) and briefs (€59.95) in fuschia is probably our best-seller, along with the Falke Shelina Hold Ups (€16) worn by Kate Middleton a few years ago.”
North of the River Liffey, things were also going from bust to boom on the high street. Arnotts lingerie buyer Rachelle Hanley tells Feelgood: “There has definitely been a noticeable uplift in sales in the run-up to Valentine’s Day.
“Unsurprisingly, pink and red lingerie has been by far the best-selling, making up about 35 per cent of sales, closely followed by purple and navy. Heidi Klum’s Zoe bra (€48.95) and briefs (€30.95) in pink has been a standout.”
Single or loved-up, stylist and personal shopper Natalie Svikle reckons the Hallmark holiday is the perfect excuse to overhaul your smalls.
“I shop for underwear with quite a few of my clients,” she says. “There are definitely a lot of women investing quite substantial amounts of money into getting the basics right.
“Good lingerie can literally transform your shape — it’s the foundation of your look, when you think about it. Get it right, and any lumps and bumps disappear, get it wrong, and they can become even more obvious.”
Channelling Kim Kardashian, size 14 model Tia Duffy recently showed off just some of the contents of her lingerie drawer as part of her viral #BeBodyAware campaign to urge other girls to love their curves too.
“In the past, I used to have to go shopping for an entire day just to find a bra in my size,” recalls the Dubliner, who has moved to Toronto where she’s been snapped up by Plutino Models. “Now with lots of brands doing lingerie for curvier women it’s become a lot easier.
“In Canada, you often see men shopping for lingerie for their girlfriend in stores like Victoria’s Secret. Personally, I prefer to buy my own.”
Padded or plunge, boyshorts or thong, Embrace Lingerie founder Reenagh McCall believes nice undies have the power to prevent women from feeling pants.
“Lingerie is extremely important for a woman’s confidence,” says Reenagh, who founded the Connemara-based company five years ago.
”Every woman should own at least two properly fitted, comfortable bras that express her personality, whether through colour or style, and make her feel good about herself. Seamless knickers are also a must.
“The best lingerie will act as an invisible structure for your clothes, allowing them to drape over curves, and conceal imperfections, but it also needs to be beautiful in its own right.”
Racy red and seductive black may be synonymous with V Day, ahead of the international day of love though, on-trend pink’s got just as much kink, the experts agree.
“Pink is one of the key trends in lingerie for spring,” says BT’s Rosyln Ellis. “Fuschia, in particular, is fast becoming the new everyday colour — and makes a great alternative to traditional red for Valentine’s day.
“As for styles, underwire bras like the Calvin Klein one worn by Kendall Jenner are becoming more popular with young women, while full briefs now outsell thongs almost three to one.”
Dublin-based stylist Natalie Svikle adds: “There is a fine line between tasteful and tacky and red is certainly one of those colours you have to be careful about.
“If you feel you’re in the danger zone, I’d recommend staying away from scarlet altogether, and going for something a little bit more sophisticated such as pewter or fuschia.
“Meanwhile, there are lots of really sexy bralet and camisoles out there which can serve as a good alternative to a bra if you want a bit more cover.”
Modelling a little burgundy number from Lidl’s new lingerie collection, single Vogue Williams proved you don’t have to spend a million dollars to look it in the boudoir this Sunday.
At €7.99, the budget giant’s lace bodysuit is about €21,498 cheaper than a bondage-style playsuit previously sold by Agent Provocateur, and €8,942 less than what Lewis Hamilton reportedly spent on lingerie for Rihanna last year.
“Lingerie can be very expensive,” says Natalie. “For the likes of [celebrity lingerie designers] Stella McCartney or Heidi Klum, you’re looking at at least €100 for a set.
“I suppose you have ask yourself is it something you’re buying just to entertain your man for one night, or is it something that you’re buying as a treat for yourself to work into your daily lingerie wardrobe?
“If you’re only buying it for one night, I really don’t see the point in paying €100 for a set. For practical underwear that you plan to wear on day to day basis however, it is absolutely worth spending as much as you can afford.”
For guys gearing up to brave the lingerie departments Father Ted-style today and tomorrow, size matters, says Reenagh McCall: “Lingerie is a great gift if you get it right. The most important thing is to buy to her taste.
“Take a peek at her favourite bra to see what size is on the label and think about colour too. Scarlet might suit Valentine’s Day, but she will probably prefer a gift she can wear more than once.
“Empower, don’t objectify, and if you feel like all this is too much to take on, go for shoes instead.”
Lingerie buyer Rosyln Ellis says when she started on lingerie shop floor 13 years ago, she served plenty of men. “But I think they’ve definitely gotten a bit braver over the years.
“Whereas in the past they would have just come in and picked up something black and sexy in her size, now they’re browsing our online store to get some ideas first. They’ll still ask for advice, but already have an idea of the type of styles and colours she likes, and want her to feel good about herself.”
Meanwhile flying solo this February 14, single Natalie Svikle jokes she’d just have to treat herself instead: “Sexy lingerie can transform your love life, as well as your confidence. For me, though, it’s all about making the most of your natural assets, rather than trying to create some fantasy version of yourself.
“For guys who feel out of their depth in the lingerie department, my advice is to get her a gift voucher — that way she gets what she really wants for Valentine’s Day, and so do you!”
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