British designer Amelia Firth-Vaux dreamed of creating her own lingerie brand during her internship at Chromat, then while working on the creative team at Alexander McQueen, and later when she took on the role of designer at Reckless Wolf. All that accumulated experience proved invaluable.
In 2016, the dream became reality. Her debut SS16 collection launched successfully, marking the arrival of a new indie label with boundless imagination for crafting intimate apparel and accessories. Challenging the long-held stereotype that black lingerie dominates when it comes to sexuality, Amelia set out to prove that pure white lingerie can be just as intriguing and seductive — far beyond bridal occasions alone.