LONDON — Coco de Mer, the posh lingerie label and sex toy brand, has paired up with Playboy to launch an exclusive lingerie line at a lower price point.
The new Playboy lingerie collection, according to Coco de Mer CEO Lucy Litwack, is inspired by iconic Playboy covers and sets to focus on a new clientele for the brand — those who are younger than the company’s prime demographic.
“Pretty yet provocative, each range is designed to empower the wearer and to celebrate her sexuality,” said a promotion for the new Catch Me collection, which was inspired by the legendary Playboy Bunny. “Featuring baby pink satin and a faux fur trim, this flirtatious range is perfect for playtime.
“The collection draws on glamorous vintage influences and each range is inspired by an iconic Playboy issue. Discover a playfully provocative collection with sheer, delicate tulles combined with fun and feminine trims and exclusive embroideries to create flirtatious bedroom pieces. Iconic Coco de Mer shapes are mixed with new contemporary styles to tempt and inspire — this is lingerie made for pleasure.”
The collaboration with Playboy is one of several new initiatives for Coco de Mer.
The lingerie brand recently launched on designer destination Net-a-Porter.com, and it has commitments to stock U.S. retailers Journelle, Maison Jolie and Alla Prima. It also released the brand’s V&A lingerie collection in conjunction with London’s V&A Museum.
Litwick said: “It’s important to open it up to different markets and different consumers with our diffusion range because female erotic education is important for everyone, from every age. Our customer base is also very equally split, 50-50 male and female because we’ve created a comfortable shopping environment.”
Check out the new Coco de Mer collection here.
