There’s nothing very complicated about the perky UK brand Cheek Frills, which is probably why it’s done so well in very short time.
Launched as a briefs-only brand in late 2012, Cheek Frills relies on soft stretch Italian modal in bright colors with a bit of contrasting lace trim for its design signature.
It’s a no-frills formula (see what I did there?) that has found a sweet spot in the lingerie market. It’s also earned Cheek Frills coveted collaboration and distribution deals this fall with both Barneys and Gwyneth Paltrow’s GOOP blog/shopping portal, plus boutique space in the tony department stores like Selfridges in London and Galleries Lafayette in Paris.
Today, the young brand fronted by Lily Fortescue has grown up quickly, with an expanded product range that includes mid-priced bralettes, camis, teddies and robes to go along with its popular boxed sets of candy-colored undies.
There’s also a gorgeous new website and a professional photo lookbook to promote its AW 2014 collection, featuring American swimsuit model Julie Henderson. And, as a company that pays close attention to every aspect of branding and marketing itself, Cheek Frills has even coined a name for its followers: frillseekers.
Cheek Frills started out with a single, simple idea and has grown a full lingerie range around it, and now competes for the same customer as strong American brands like Eberjey and Cosabella. If you ask us, there’s always room for more of that.
Here’s a few more looks from Cheek Frills‘ new lookbook.