Myla unveils flagship store and new website

By

Barbara Santamaria

Published
Oct 11, 2018

British lingerie brand Myla is on a roll, with the label announcing the opening of a flagship store in Mayfair less than three months after returning to the market.

Spread over two levels, the 110-square-metre space is located within a London townhouse and offers the main collection on the ground floor and special VIP services and the advanced luxury collection on the lower ground floor.

The space was designed by the brand’s creative director Gregor Pirouzi, who is part of the team in charge of relaunching the brand, and Brad Cotton of Scribe Projects. The space’s concrete walls, transparent acrylics, white leather and bespoke furniture serve as a canvas for re-introducing the brand.

Myla relaunched in July through a trio of power retailers, including Net-A-Porter, Selfridges and Bergdorf Goodman, under the leadership of CEO Garry Hogarth and promised to open a standalone site in the summer.

“Despite the globally growing concern about retail, we decided to invest in Myla’s retail footprint as it is important to give a personal and luxurious experience to our customers in a relaxed and elegant setting,” says Hogarth.

“From my years of experience in lingerie retail, it was important for me to create something new and modern and to move away from the standard approach. In order to keep up with e-commerce, innovation and service is key therefore we have strived to provide a fresh luxury experience in the current world of lingerie!” added Pirouzi.

The brand has also relaunched an e-commerce website in partnership with Spring Studios, a photography agency. Editorial-led, the company said the new site leads the tone and imagery of its launch campaign.

“Our creative approach has focused on creating an e-commerce experience that feels just as elevated as what we traditionally call a ‘campaign’ to create a seamless brand experience across all consumer touchpoints. Every single image embodies the new spirit of Myla,” commented James Barnfield, creative director at Spring Studios.

The campaign was shot on Super 8 and Bolex cameras for added authenticity by photographer Rory van Millingen with moving imagery directed by Errol Rainey.