SS18 | A hint of what’s to come…

“Welcome to Loveday London’s mystic world of sirens and mermaids.”


Spring/Summer is fast approaching and soon our website will be adorned with the complete collection. As lingerie designers, where everything is designed from an original concept, we’re thrilled to share a glimpse of the design process with you…


Our lovely assistant Frank…

As with all Loveday London collections, designing begins from our London based studio. Sketches are transformed into pattern pieces with the help of our glamorous assistant (thanks Frank) and pattern pieces are translated into sumptuous pieces of fabric.

At this stage we head to our lovely UK based factory to spend time with our sample machinists who bring our cut fabric into life and create the first sample sets of the season.

Once we’re completely happy with the samples we set to organising our photoshoot with our lovely photographer Emma Dudlyke. We host model castings at our studio and create story boards whilst researching locations and accessories. Once we have the magic combination of models, hair and makeup artists we are ready to shoot!

Here are some behind the scenes images of our latest Spring/Summer 18 collections. Inspiration from which was derived from mermaids, sirens and mystical worlds…


Models Maisie Daniels and Morgan Shelley sparkle in the exquisite Arista collection.


On set with the beautiful Morgan and amazing photographer Emma Dudlyke.


Maisie and Morgan exude mythical goddesses.


The feminine silk ruffles of the Cleodora collection embody the waves of the ocean.

And so SS18 is born!

Welcome to Loveday London’s mystic world of sirens and mermaids. These mythical legends form the inspiration for Spring/Summer 2018, which takes shape in metallic nude blends, shiny silk frills, and classic yet dynamic shapes featuring mermaid tail lace and wave embroidery.

The brand stays true to its leather, lace and silk aesthetic but introduces some exciting new shapes this season – The Cleodora Silk Sleeves, Mermaid Slip Dress and Salacia Cami Top are the most transitioning ready-to-wear pieces that Loveday London has produced to-date.

Siren inspired names; Arista, Cleodora and Salacia see the expansion of Loveday London’s seasonal collections to three, whilst Atala remains as the best selling classic range.

Watch this space as each collection is launched throughout Spring/Summer 18…


Loveday London