What is “couture” and “designer” lingerie? What makes it different from ready-to-wear lingerie? Keep reading to find a bit more about Sofía Luzón’s ethos as a brand!
The mainstream model
As a lingerie customer myself, I was growing tired of seeing the same shapes, colours and materials being used over and over by the big lingerie companies. By the very same nature of their business models, these multinational lingerie companies are reluctant to change, to bring new designs, to go out of their comfort zone, fearing that they will lose benefits if they take any risks. They’re trying to cater to everyone in order to obtain bigger revenues, and they’re doing so by re-producing only a handful of designs that have proved to be successful by being sold to the biggest number of customers.
In contrast, my business model is very different. My brand is small, and my focus is in quality over quantity. I’ve embraced the slow-fashion ethos because I believe that it’s worth to make my garments with care and passion. I do not produce hundreds of garments each season, but a much smaller number of them with the highest attention to detail. Instead of releasing dozens of sets in my new collections, I aim to carefully curate a selection of designs in which I wholeheartedly believe.
This philosophy is what allows us to work with materials and techniques that aren’t available to fast-fashion companies. As an example, we’re proud to say that most of the laces we use are produced in French workshops that still use artisanal methods. They even do some of the processes by hand, and that makes every piece of lace unique. Some of these workshops aren’t able to produce the huge quantities of fabric that would be needed to supply a fast fashion company, who in turn will prefer to buy a low quality lace with a cheaper price tag.
Instead, I’ve opted for buying smaller quantities of this pricier but exquisite lace, and that’s why my designs are limited editions. I love supporting these excellent lace makers, which contributes to preserve their unique skills and traditions.
Furthermore, I also work with other high-end materials, as silk satin or 24K gold plated hardware. Everything I use is produced in Europe and sometimes in local Spanish factories, as is the case of our elastics.
Attention to details
Attention to details is paramount for me, so the techniques I use to create my garments aren’t the ones you’d usually find in mass-produced lingerie. I cut the lace symmetrically by hand, ensuring that the pattern placement is optimized for each particular garment. I care about my customers, so I aim to give you the personalised attention they deserve.
I’m happy to make custom modifications to my garments to suit the wearer’s taste and needs. And I love taking on bespoke projects, where I can work alongside you to create really special pieces. So, that allows for a degree of personalisation that can only be found in a designer’s atelier.
Model: Naiomi – Photography: Sierra Rose
This is what we mean by “couture lingerie”, a lingerie created with the outermost care and destined to make you feel as unique as you are.