Loveday London made a major splash when it first launched in 2014. From their debut collection, the brand’s aesthetic was developed and iconic. Their tagline, ‘Hardcore Romance,’ captured the label’s trademark pairing of harsh leather with soft laces, silks and embroideries. Loveday London’s imagery also evokes a lush and opulent lifestyle, with the lingerie styled alongside their coordinating product ranges of cushions, blankets and candles.