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Obey My Demand lingerie is not subtle. It doesn’t pretend to be sweet and innocent. It’s a bold, modern line that introduces soft sheer chiffon to its stunning opponent: studded leather.

Now, fittingly, this new UK label is very much in demand following Lady Gaga’s appearance in a customized OMD lingerie set in her “Born This Way” video. Sensual empowerment doesn’t get any higher profile.

Creative director Leanne Brooke founded OMD last year shortly after graduating from De Montfort University with a degree in contour and fashion design. She designed and constructed each item herself, intent on creating a luxury brand that passionately embraced her love of leather, studs and lavish silk.

The OMD press release describes this stunning debut collection:

From leather trousers and sumptuous bodies, to studded bras and frilly briefs, inspiration has been derived from many aspects of culture and design… pre-19th century European armour, 1920s beauty and even architecture from a recent trip to the beautiful City of Prague.

Let’s take a look at this about-to-explode lingerie and bodywear line, starting with the signature Oleska bra. The hand-studded balconette bra is suede-bound and is designed for the girl who demands attention. Team this leather number with the ruffled high-waisted Zuzana brief.

The strapless version of the Oleska, the Kalina (worn by Lady G), has studded (and lightly padded) leather cups. Silicon elastic guarantees support, uplift and security; if Gaga can dance in this, you won’t have to worry about slippage. This is not your basic strapless bra. This is seduction without straps.

To really make a statement, pair the bra with the Parizka Waspie (with either stud fastenings or in a lace-up style: your pick).

The Dusana hipster brief is a silk and powermesh piece that works with any and every OMD ensemble. Mix and match with the collection’s signature blush and black hues.

The Nikola bodysuit is a soft-meets-edgy look from the collection, thanks to the sheer side panels and studded cups. Top the jaw-dropper with the Ivana chiffon cape.

Launched in 2010, Obey My Demand is already on must-have lists everywhere. Stockists are catching on. For now, find OMD at Pleasurements, Baby Likes to Pony, Stud & Stud and Coco de Mer.

Oleska bra and Zuzana brief


Kalina bra and Parizka waspie


Nikola bodysuit and Ivana cape