Disclosure: This set was purchased with my own money. All opinions are my own. Amoralle has this way of creating beautifully seductive imagery. The Latvian luxury label’s lookbooks are fairytale dreams. Even their studio product photography seems otherworldly. The last time I bought from the label was nearly 4 years ago. It wasn’t an entirely positive experience, and I had to cancel an order because it hadn’t been shipped after several […]
Walking into CURVE New York on February, 25 mannequins representing ten years of iconic lingerie trends greeted me. While the lingerie styles displayed were aesthetically diverse, all the mannequins wore the same size. I feel like that’s a metaphor for what it’s like to be plus size in an industry still very straight size focused. So much design innovation…but when it comes to those trends appearing in plus, it feels like we’re invisible.
Amoralle is a brand I adore, not simply because their collections always involve yards of silk, lace, and tulle (not to mention feathers, bows, and buttons), but because they wholeheartedly embraces the fantasy of their brand, the fantasy of luxury lingerie.
We’re well into the luxury category now. The $250 to $499 price range is where you see unique (often exclusive or in-house designed) prints, laces, and embroideries as well as extremely fine grades of silk and tulle.
The visual story of lingerie is everything, and a brand’s lookbook is one of the single most effective ways of transmitting that story. From a lookbook, you can learn if a brand is contemporary or traditional, luxury or inexpensive, French-inspired or American-influenced. A good lookbook conveys a brand’s identity, and it’s no exaggeration to say it can make or break a label.