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Myla relaunches in the UK under former Agent Provocateur CEO

Lauretta Roberts
23 July 2018

British luxury lingerie brand Myla is returning to the market under the leadership of CEO Garry Hogarth – the former CEO of Agent Provocateur – and creative director Gregor Pirouzi.

Hogarth acquired the brand earlier this year and is set to relaunch the brand for AW18 via a new global ecommerce site, on and a new two-floor store on Brook Street in London's Mayfair, due to open in August. There will also be a concession in Selfridges and US department store Bergdorf Goodman.

For AW18 the collection will comprise lingerie, hosiery, nightwear and some ready-to-wear while swimwear and accessories will be added for SS18. Pirouzi, whose has previously served as creative director for luxury brands including Atelier Versace, has taken the brand in a new direction, drawing upon inspiration from 1960s London, while offering a nod to the heritage of the brand.

Hogarth was CEO of Agent Provocateur for ten years to 2016 and has brought together an experienced industry team for the relaunch. Pirouzi will be working in partnership with Leila Habibi, Product and Supply Chain Director and Jess Thompson, Head of Design, in executing the new creative vision which permeates all areas of the brand, through to the website and forthcoming store.

"I acquired Myla because I identified a gap in the luxury market. Women buying high-end lingerie want something different, and Myla is a brand that hones in on this by focusing on design that offers elegant, wearable, lingerie and nightwear, only using the most beautiful fabrics. I brought together a core team of key people, that I have worked with before and trust. I’m very proud of what we have achieved," Hogarth said, adding that the business aimed to open key retail stores internationally over the next three to five years.

Pirouzi added: “With a slight nod to Myla’s past, I have essentially started from scratch and reimagined the brand defining fresh, new, feminine silhouettes for today’s woman. Myla encompasses the heritage of London, the city where the brand was born. Transporting the free spirit of the 60’s and its joyful liberation of women to today and celebrating the bohemian, eccentric feeling of the Londoners that have inspired the brand and its collections.”

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