5 Questions For: Leanna Williams, A Lingerie Designer For Women With Full Busts

(Photo courtesy Leanna Williams)

A few years ago, Leanna Williams was living in Brighton, England and working a 9-5 at the Register Office of Birth, Deaths, and Marriages. While she enjoyed her work, she harbored a secret dream of designing a line of lingerie exclusively for full-busted women like herself.

It wasn’t until 2011 that Leanna began turning those dreams into reality. After taking courses at De Montfort University and the London College of Fashion, she started sketching out what would eventually become her first lingerie collection. Today Leanna is the founder and creative director of Harlow Fox, a British-made lingerie line catering to women who wear a size 30-38 DD-G bra.

We asked Leanna five questions about her inspiration, her favorite beauty products, and what’s next for Harlow Fox. Here’s what she had to say:

What inspired you to make such a huge career change? I can’t imagine it was easy to transition from a desk job at a government agency to founding your own lingerie line.
I was actually made redundant, so it was somewhat forced upon me. Looking back, this really was the best way it could have happened though–as much as I loved the work, it would have stayed the same forever, and not really had anywhere to go with it. Having that push into the unknown, as scary as it was, made me realise how much I was capable of, and how exciting a future was possible. I went from thinking, “Wouldn’t it be great if those beautiful bras were in my size?” to thinking, “I’m going to be the one to make that happen.” Of course it’s been terrifying and stressful at times, but it’s also been the most liberating and empowering experience I could have imagined.

A model wears the Isabelle bra and classic thong set

What do you enjoy the most about working in the lingerie industry? 
The constant buzz of every day being different is amazing and seeing every aspect of the business from the component sourcing to the photo shoots to the administration work. It makes for a lot of juggling, but it means I get to have a much better understanding of each process. Above all of that though, the people I’ve met have made it for me. Everyone is so friendly and supportive, and the network I’ve formed has been incredible–not only from a work perspective, but for the opportunities it’s brought me to really enjoy it and share that with others just as passionate as myself.

What inspires your designs?
For me, interiors are very inspiring. I actually very rarely buy fashion magazines, but will always have an interiors one around–I love tearing out pictures of beautifully curated rooms, and imagining my customers within them, wearing my designs. The materials I use are a constant inspiration to me also–the Viola collection, for example, came about entirely because I fell in love with our particular signature lace so much, I had to find a way to use more of it. I came up with a longline bra band and skirted lace thong that could showcase it better!

A model wears pieces from the Eleanor Almond collection

(Photo: Instagram/Harlow Fox)

What is your summer fashion and beauty philosophy? Do you have any favorite summer beauty products?
As I have very pale and very sensitive skin, the most important thing for me is sunscreen. Even in cloudy little England I will always have on Ultrasun 50+ sunscreen if I go out for the day. It’s the best one I’ve found for excellent protection and being non-irritating. Makeup wise, I like to keep things fairly natural. I swear by Bare Minerals Complexion Rescue Tinted Hydrating Gel Cream for light coverage whilst still being really moisturizing. I also like a little mascara for definition, and Trilogy rosehip oil lip balm for added sheen on the lips.

What’s next for Harlow Fox? What professional goals do you still have on your bucket list?
We’ve got some interesting plans afoot for some new customer events. There really isn’t anything better than being face to face with women, to show them all of the details close up, have fittings, and find the perfect style and size for them–along with a glass of something sparkling, perhaps! On the professional bucket list? To be stocked in Harrods–surely every designer’s ultimate dream!

To learn more about Leanna Williams, visit Harlow Fox’s website and follow Leanna on Instagram.

Do you know someone who should be featured in an upcoming 5 Questions For column? Tweet me or email me: kristynfilip@gmail.com

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Lingerie e-tailer Zivame close to raising $40 million

BENGALURU: Lingerie etailer Zivame is close to raising $40 million in funding led by Malaysian sovereign wealth fund Khazanah Nasional Berhad and Mumbai-based investment firm Zodius Capital, according to three people directly aware of the matter.

The deal is likely to value Zivame at close to $100 million, according to one of the persons quoted above. “Zivame will invest the cash in discounting, expanding private label and marketing,” said another person.

Zodius Capital, Khazanah Nasional Berhad and Zivame did not respond to email queries on the proposed fund raising.

According to a report accessed by ET, Zivame is looking to close fiscal 2015 with Rs 50 crore in gross merchandise value on a loss of about Rs 35 crore. It last raised funding of about $5 million in late 2014 from existing investors Unilazer Ventures, IDG Ventures and Kalaari Capital.

Zivame initially started out as an aggregator of lingerie brands like Enamor, Wonderbra, Jockey, and Amante. But since 2013, it started private label brands to make up for the restricted customer base. The company gets about 30% of its sales from its private label high-margin Penny and Cou Cou, brands. Zivame, which claims to be India’s largest online lingerie store, sells selections ranging from everyday lingerie essentials and maternity wear to shapewear and nightwear.

Since last year, the Bengalurubased company has pioneered many services including ‘Try at Home’ and ‘Fit consultants,’ and currently has a 12,000-square-foot warehouse that processes delivery orders within two hours.

Other players in the category include Pretty Secrets, Moodsofcloe-.com and Laceandme.com in the online lingerie space. Smaller competitors such as Bengaluru-based Oyegirl shut down last year.

According to a report by Indian Retail, last year, the total lingerie/sleepwear market in India is currently valued at $3 billion, of which around 1% is online.

In five years, this is projected to reach $5 billion.

Last September, Pretty Secrets raised $2 million in Series-A funding led by Orios Venture Partners.

Its other investors include Indian Angel Network (IAN) and Harvard Business School Alumni Angels.

Experts say the choice online offers to buyers, privacy of purchase, unlimited shelf space, and a wide distribution network, makes online lingerie a lucrative business opportunity. However investors eyeing the space have a dim view of the size of exit prospects.

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