Serena Rees, the fashion entrepreneur who made her name with luxe lingerie label Agent Provocateur, has unveiled her new bodywear and streetwear brand, Les Girls Les Boys, today.
The new brand, which as the name suggests is for both women and men, presents a totally different aesthetic from her highly glamorous previous venture with pared back designs to take the wearer from "bed to street". The line includes underwear, layering items, t-shirts, sweatshirts, sweatpants and sleepwear with prices from £25 for men's boxers and £28 for women's briefs rising to £90 for a hooded sweatshirt and £120 for a lurex body suit.
Rees said she saw a gap in the market for her new aesthetic. "The kids of this generation have such a different view to previous generations on how to dress, how to behave, how to hang out with friends and lovers and in their attitudes toward sex and sexuality. I looked at what the market was currently offering them, and it felt like there was a big disconnect," she said.
The brand aims to be diverse, democratic and self-assured and rejects unrealistic visions of men and women, Rees said. "There is a real need for an open-minded brand, with a more diverse story to tell. Les Girls Les Boys is for the customer who treads their own path, are proud of who they are and proud of who they love. The idea of ‘bed to street’ is core to our brand philosophy – blurring the boundaries between inside and outside. This is the new sexy."
As well as being sold via its own website Les Girls Les Boys will also be sold through Selfridges, Harvey Nichols, Shopbop, East Dane and Zalando.
Serena Rees co-founded Agent Provocateur with her then husband Joe Corré in 1994 and it was sold to private equity house 3i in 2007. The label was bought out of administration earlier this year by Four Marketing, the fashion agency, which is part-backed by Mike Ashley's Sports Direct.