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The nymphalildae butterfly is the temptress, the inescapable agent of fatal attraction. 
Using seductive shades of ruby red entwined with barely-there tulle, Loveday London creates a collection of passionate lustful lingerie to capture the essence of this entrancing creature.

The Butterfly elegant and beautiful, is the essence, embodiment and symbol of the divine feminine. The theme of transcendent being and awareness, grace and tenderness remain present throughout the AW17 collections. 

The Zerena collection both decadent and delicate boasts new cuts and styles for 2017. The best selling shape of SS16, the crème-de-la-crème of the ranges comes in the form of the Zerena boudoir gown, its grandeur, luxury and contoured suspender detail epitomises the temptress theme.

For the first time Loveday London introduces a fashion focused high-waisted brief. The Zerena suspender belt creates the dream hourglass figure, whilst our barely there soft cup bra is beautiful styled as ready to wear. The classic plunge and ouvert set complete the sumptuous seduction and as ever we tie the collection together with a ruby rich boudoir cushion and a blindfold, which transfers as an occasion choker.  

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