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The modern underwear for the modern millennial

If there's anything Serena Rees (founder of Agent Provocateur) knows, it's how to design great underwear
 


Not every woman hankers to look sexy, skivvies on or off. And the concept of minimalist underwear with a slogan on its band isn't new either - we have Calvin Klein and his racy '90s ads featuring Kate Moss to thank for it. What then makes london label Les Girls Les Boys so great? Founder of sensual lingerie label Agent Provocateur, Serena Rees has the answer to that because she understands what we millenials want - indie labels that're for a lack of a better word, cool, designed to be part of your everyday #ootd, but still remain comfortable.


Left : Polyamide and elastane bras, $71 each.


"‘There is a real need for an open-minded brand,
 with a more diverse story to tell. Les Girls Les Boys is for the customer who treads their own path, are proud of who they are and proud of who they love. The idea of ‘bed to street’ is core to our brand philosophy – blurring the boundaries between inside and outside. This is the new sexy.’"


Cotton t-shirt, $80.


Left : Polyamide and elastane briefs, $44.50.


In a world filled today with Kim Kardashian-esque selfies, overtly contoured faces and pieces that make you stick out like a sore thumb, maybe it's time to make things simple - starting with your underwear. Shop Les Girls Les Boys at www.lesgirlslesboys.com