There’s been a great deal of anticipation building around Luna Mae London, a made-to-order lingerie label that will have its public debut this fall.
Although “public” is probably the wrong word for it.
Luna Mae will be one of the most exclusive brands in the world when it reaches customers in October.
Not the most expensive, not the most unique and not necessarily the best (although it’s aiming for that, too). But it’s hard to imagine a luxury lingerie brand that puts more emphasis on exclusivity, turning each of its handcrafted garments into almost priceless personal heirlooms for each privileged customer.
Luna Mae won’t have a retail shop or an online store or a distribution deal with Neiman Marcus or anyone else. Customers are received “by invitation only” and must apply for a viewing via the brand’s new website.
Luna Mae‘s fit specialists will personally visit New York City customers at luxury hotels for one week in October. After that, appointments will be available for one week each month in NYC, while the brand team spends the rest of the month traveling to other global capitals for strictly limited client visits.
There are a handful of luxury lingerie brands that provide a similar level of personal attention and custom tailoring in ateliers and high-end retail boutiques (La Perla is also introducing a bespoke client service this fall), but Luna Mae aims to take the concept of private shopping to a new level.
We first introduced readers to Luna Mae and its visionary founder Claudia Lambeth (above) last winter, and now that it has reached the marketplace it’s clear no effort was spared to elevate the brand’s appeal.
Only 50 pieces of each item in Luna Mae‘s seven style ranges will ever be sold, and all garments are handcrafted based on client specifications in the brand’s London atelier.
Luna Mae works with double-A grade silk charmeuse that originates in the Huzhou region of China, along with hand-beaded and corded Chantilly lace appliqué from France.
And customization options can turn a precious garment into a priceless one. Clients can have their initials embroidered into each piece, and hardware fittings are offered in solid 18-carat yellow gold to create “the most rare and refined undergarments available,” the brand says in a press release.
Clients may view samples from Luna Mae‘s debut series, but they also have the option of working with brand specialists to create their own unique bespoke collection — the sort of one-of-a-kind experience typically enjoyed only by royalty.
As you might imagine, prices are consistent with the level of craftsmanship, quality materials and limited production that Luna Mae offers. For example, the bustier in the Anais line shown in the main photo above, begins at around $900 USD (without custom embellishments), while a “basic” thong in the Zoe range begins at around $300.
As the saying goes, however, it ain’t about the price tag. Luna Mae‘s appeal lies in the brand’s commitment to showcasing the highest achievements in British craftsmanship and in the rare thrill that comes from owning and wearing something unavailable to others.
Founder Claudia Lambeth began designing lingerie while completing a law degree at King’s College London, and later worked for a number of lingerie brands including Kiki De Montparnasse and Beautiful Bottoms.
“Luna Mae is for anyone with a real eye for beauty, a real appreciation of luxury and a really passionate appreciation for lingerie,” she told Lingerie Talk back in February.
Will Luna Mae set a new standard in couture craftsmanship and bespoke service in the rarefied air of the luxury lingerie market? You’ll have to request an appointment to find out for yourself.
Below are images showcasing Luna Mae‘s first style collections, shot by Richard Bernardin and featuring Dutch supermodel Marlijn Hoek. More information about individual pieces and their construction is available on the new Luna Mae website.