{"id":159281,"date":"2017-09-01T11:21:01","date_gmt":"2017-09-01T11:21:01","guid":{"rendered":"https:\/\/www.theindustry.fashion\/serena-rees-new-label-les-girls-les-boys-launches\/"},"modified":"2021-08-12T13:47:29","modified_gmt":"2021-08-12T13:47:29","slug":"serena-rees-new-label-les-girls-les-boys-launches","status":"publish","type":"post","link":"https:\/\/www.theindustry.fashion\/serena-rees-new-label-les-girls-les-boys-launches\/","title":{"rendered":"Serena Rees' new label Les Girls Les Boys launches"},"content":{"rendered":"<p>Serena Rees, the fashion entrepreneur who made her name with luxe lingerie label Agent Provocateur, has <strong>unveiled her new bodywear and streetwear brand, Les Girls Les Boys, today<\/strong>.<\/p>\n<p><!--more--><\/p>\n<p>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<strong> \u00a325 for men's boxers<\/strong> and \u00a328 for women's briefs rising to \u00a390 for a hooded sweatshirt and<strong> \u00a3120 for a lurex body suit<\/strong>.<\/p>\n<p>Rees said she saw a gap in the market for her new aesthetic. \"<strong>The kids of this generation have such a different view to previous generations<\/strong> 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.<\/p>\n<div id=\"attachment_102342\" style=\"width: 762px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-102342\" class=\" wp-image-102342\" src=\"https:\/\/www.theindustry.fashion\/\/wp-content\/uploads\/Serena-Rees_credit-Ana-Cuba_colour-300x142.jpg\" alt=\"Serena Rees\" width=\"752\" height=\"356\" \/><p id=\"caption-attachment-102342\" class=\"wp-caption-text\">Serena Rees<\/p><\/div>\n<p>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<strong> an open-minded brand, with a more diverse story to tell<\/strong>. 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 \u2018bed to street\u2019 is core to our brand philosophy \u2013 blurring the boundaries between inside and outside. This is the new sexy.\"<\/p>\n<p>As well as being sold via <a href=\"https:\/\/lesgirlslesboys.com\" target=\"_blank\" rel=\"noopener\">its own website Les Girls Les Boys <\/a>will also be sold through <strong>Selfridges, Harvey Nichols, Shopbop, East Dane and Zalando<\/strong>.<\/p>\n<div class=\"page\" title=\"Page 2\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<p>Serena Rees <strong>co-founded Agent Provocateur with her then husband Joe\u00a0Corr\u00e9 in 1994<\/strong> 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.<\/p>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p> [&hellip;]<\/p>\n","protected":false},"author":11,"featured_media":147764,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"footnotes":""},"categories":[10488,9763,10585,6],"tags":[11042,10770,11841,10769,11632],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Serena Rees&#039; new label Les Girls Les Boys launches - TheIndustry.fashion<\/title>\n<meta name=\"description\" content=\"Serena Rees, the fashion entrepreneur who made her name with luxe lingerie label Agent Provocateur, has unveiled her new bodywear and streetwear brand,\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.theindustry.fashion\/serena-rees-new-label-les-girls-les-boys-launches\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Serena Rees&#039; new label Les Girls Les Boys launches - TheIndustry.fashion\" \/>\n<meta property=\"og:description\" content=\"Serena Rees, the fashion entrepreneur who made her name with luxe lingerie label Agent Provocateur, has unveiled her new bodywear and streetwear brand,\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.theindustry.fashion\/serena-rees-new-label-les-girls-les-boys-launches\/\" \/>\n<meta property=\"og:site_name\" content=\"TheIndustry.fashion\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/theindustryfashion\/\" \/>\n<meta property=\"article:published_time\" content=\"2017-09-01T11:21:01+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-08-12T13:47:29+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.theindustry.fashion\/wp-content\/uploads\/2021\/07\/lglb_AW17_Press_Campaign_CMYK_HiRes_01-1-1024x565.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"565\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Lauretta Roberts\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@theindustryfash\" \/>\n<meta name=\"twitter:site\" content=\"@theindustryfash\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Lauretta Roberts\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.theindustry.fashion\/serena-rees-new-label-les-girls-les-boys-launches\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.theindustry.fashion\/serena-rees-new-label-les-girls-les-boys-launches\/\"},\"author\":{\"name\":\"Lauretta Roberts\",\"@id\":\"https:\/\/www.theindustry.fashion\/#\/schema\/person\/85b04a16eba8c6cd7a9534c5a4262b89\"},\"headline\":\"Serena Rees' new label Les Girls Les Boys launches\",\"datePublished\":\"2017-09-01T11:21:01+00:00\",\"dateModified\":\"2021-08-12T13:47:29+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.theindustry.fashion\/serena-rees-new-label-les-girls-les-boys-launches\/\"},\"wordCount\":342,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.theindustry.fashion\/#organization\"},\"keywords\":[\"Agent Provocateur\",\"Intimates\",\"Les Girls Les Boys\",\"Lingerie\",\"Serena Rees\"],\"articleSection\":[\"Brands &amp; 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