The exquisite new AW11 collection by Ayten Gasson
Whatever air you want to give off, beautiful lingerie exudes sex appeal whether you expect it to or not. Introduced into this mix is a woman’s signature air and whether that is flirtatious, seductive, or demure, one of the contemporary voices of the luxury lingerie industry is listening.
Central St Martin’s graduate, Ayten Mustafa who founded the Ayten Gasson label in 2005 has cornered the British lingerie market by tapping into her customers’ desires. Crowdsourcing with her fan base, the designer has captured the portrait of a lady and designed a super-feminine collection with vintage appeal for AW11. Arriving in stores in August, the AW11 collection heralds a new beginning for the brand, featuring familiar key pieces which have been upgraded with a twist.
By overwhelming demand, AW11 sees the return of customer must-haves including the devastatingly playful peek-a-boo skirted knicker, the silk teddy, and the open-backed kimono. In line with the label’s findings, the new collection also introduces a wider range of luxury nightwear-influenced pieces such as sleep bras, bed jackets and nightdresses to ensure overnight beauty and comfort. Ranges: Isabel, Beatrice, Claudine, Alexandra and Annabel run the gamut of boudoir fashion offering flirty, feminine, classic and seductive styling.
The new collection – inspired by a vintage handmade purse given to the designer by a close friend – is reminiscent of the art deco era, and is presented in a colour palette of oyster, black, plum, pale peach and coral. Innovative and decorative seaming is used with ribbon trims, lace and silk satin cut on the bias. The full range of tantalising pieces for AW11 includes bed jackets, bias-cut camisoles, teddies, nightdresses, knickers and soft bras – all produced with beautiful, often hand-crafted vintage trims which are used to embellish the stunning silk silhouettes.
Underwear designed with the pulse-quickening factor is a given with Ayten Gasson Traditionalists will also savour the best vintage lace trims which have been sourced from the old lace mills in Nottingham to highlight the incredible skills which the area was once famous for. Playful types will love the peek-a-boo cut-outs and open backed knicker. The romantics will enjoy the feel of the finest luxury silks, and the eco-conscious will welcome the cruelty-free limited edition Eco Lingerie range which launched on Monday 20th June.
The globally-recognised, quintessentially British label supports the few remaining underwear factories in the UK. In addition to the Nottingham lace, new English lace is sourced from companies based in the UK to support the few people still manufacturing.
Pieces from her SS11 collection even used the lace of Roger Watson, who famously created the lace for Princess Diana’s wedding dress in 1981.
The AW11 collection is available at some of the most exclusive boutiques in the world, and is stocked in the UK by Tallulah Lingerie, Lulu & Lush, Bordello, and Fenwick’s of Bond Street. The AW11 collection will also be available in luxury department store Le Bon Marche in Paris. The label is also available to buy online at www.aytengasson.com.