A campaign image from Myla
British lingerie label Myla, which was launched in the Nineties is known for its elegant, uncomplicated wearable lingerie and nightwear. The company, which had ceased trading for a number of years, was revived in 2017 under chief executive officer Garry Hogarth, chief operations officer Leila Habibi and senior designer Jess Thompson — all previously from Agent Provocateur.
Habibi noted that was initially difficult to reach out to their customer base and get the message across to them that the brand was back and with a new vision. “With the help of social media, personal fitting service and some fabulous press support, we have been able to reach out and get our message across,” said Habibi. “It’s so great to see our customers enjoying lingerie and for them to see the lingerie can fit and be comfortable but still can be elegant and feminine. We fit everything on ourselves and are designing for real women and create silhouettes which flatter and enhance.”
She said that it’s been an incredible first year of trading for the company with the support of key major luxury retailers both on the high street and online which includes Selfridges, Bergdorf Goodman and Net-a-porter. The label has its own store in Brook Street London and website.
Leila Habibi and Jess Thompson
According to Habibi, the brand has a new vision. “We believe there is a niche to fill in the lingerie and nightwear market,” said Habibi. “ And that customers are now looking for something that isn’t purely functional, sporty or fancy. Myla believe women want all of these elements together to have feminine lingerie that encompasses wearability with soft, beautiful fabrics with thoughtful, effortless styling detail. We have used our wide breadth of knowledge to think differently and to develop and design for the woman of today.”
She said that the Myla team is comprised of an experienced team of women designing lingerie for themselves and the women they know. “They are all different ages, shapes and sizes and from many years of fitting experience,” said Habibi.
“We are a very experienced team with knowledge of both lingerie and clothing sectors,” said Habibi. “They appreciate that no women’s bodies are the same and have made design features and used special fabrics to accommodate this. We want women to leave our store feeling good about themselves in great fitting lingerie for every occasion.”
The label’s message has been resonating well with a broad customer age base looking for luxury, uncomplicated products in delicate lace, embroideries and soft silks which can take them from day to evening. “Ours is a luxury brand designed for woman who want to wear beautiful product for themselves without feeling restricted and uncomfortable,” said Habibi.
The label’s key customers are based in the UK. They also have a strong following in the US and their growth in Europe is building since their re-launch. The Wells Street, Beauty Street, Covent Garden and Sunbury styles are among the brand’s bestsellers. “We have a broad customer age base who want to wear beautiful product for themselves without feeling restricted and uncomfortable.” said Habibi.
Habibi noted that since the company’s launch last year, they have had around 30 percent growth. they have also continued to build new relationships with Harrods, Farfetch, Neiman Marcus, Matches and KaDeWe. Upcoming plans for the company include focusing on online and building new partnerships. “There is also a big focus on our online business as we see this as being a huge opportunity for the brand.,” said Habibi. “The retail market is tough and trade is not easy at the moment but our growth shows that the customer does appreciate quality items that fit and flatter. Customers have a better understanding of product and materials and are making more considered purchases in the luxury market.”