Myla, the British luxury lingerie brand that counts Kate Moss among their exclusive clientele and was named one of the 500 Coolest Brands by The Centre for Brand Analysis, is celebrating 10 years of producing silky unmentionables for fashionable women.
Fittingly, the company, which began in a Notting Hill shop, is deciding to splash out for their big anniversary. Not only has Myla decided to create an anniversary collection of luxury lingerie, but they are also generating buzz by holding a competition to determine the face for this new line. Auditions wrapped up yesterday and the winner will be announced prior to the new collection hitting stores this November.
Myla’s 10th anniversary collection — sorry, no photos yet! — is said to include limited edition pieces that celebrate the brand’s heritage. The items will come in various types of silks, chiffons and satins that will be trimmed and festooned with lace, feathers and frills.
For the woman who likes a bit of bling with her nightwear there will also be pieces encrusted with Swarovski crystals. Not surprisingly, the lingerie has been designed in Myla’s signature colours of black, deep berry and flirty blush pink.
After first setting up shop in Notting Hill, the Myla brand soon gained great buzz by marketing an exclusive line of bedroom toys dreamed up by famous designers. The toys soon found homes in art galleries and on coffee tables, changing the way many looked at such intimate items. Today they’re still available to be purchased online and at Myla stores, along with lingerie, sleepwear and swimwear.
The Myla brand then grew by leaps and bounds after their products began selling first in Selfridges and then Harrods, an expansion that coincided with the opening of boutiques in trendy London areas like Walton Street, Kings Road, Bond Street and Chelsea. In 2004, Myla breached the North American market with their first store on Manhattan’s Upper East Side.
Ten years on Myla enjoys its status as one of the UK’s leading luxury lingerie brands, recently unveiling a new flagship in London’s Westfield shopping centre’s The Village.
As for who will be gracing ad campaigns and billboards clad in Myla’s anniversary collection, a spokesperson for Next Models, the agency handling the Myla model serach, recently said they are looking for “a classically beautiful girl, with amazing skin, a fabulous body and a sparkling personality” to embody the Myla lingerie woman.
Not only will the winner be the face of Myla’s anniversary collection, but she will also take home £500 worth of the company’s luxury lingerie and a chance to land a Next contract. If you’re not in London or New York, but would like to get your hands on some trendy Myla luxury lingerie just hit up their site at www.myla.com.
While we’re waiting for the anniversary collection to make its appearance, here’s a taste of what’s in stores now — Myla’s 2010 autumn-winter collection, modeled by Laura Blokhina.