Myla London was born in the 90’s in Notting Hill. Based on craftmanship and luxury, the brand built an iconic following and loyal customer base. More recently, the brand has been reinvented with a new ethos and was relaunched in August 2017 with the CEO, Garry Hogarth and COO, Leila Habibi from Agent Provocateur.
Myla has a new vision. We believe there is a niche to fulfil in the lingerie and nightwear market and that customers are now looking for something that isn’t purely functional, sporty or fancy. Myla believe women want all of these elements together to have feminine lingerie that encompasses wearability with soft, beautiful fabrics with thoughtful, effortless styling detail. We have used their wide breadth of knowledge to think differently and to develop and design for the woman of today.
The Myla team comprises of an experienced team of women designing lingerie for themselves and the women they know. They are all different ages, shapes and sizes and from many years of fitting experience appreciate no women’s bodies are the same and have made design features and used special fabrics to accommodate this. We want women to leave their store feeling good about themselves in great fitting lingerie whatever the occasion. Beautiful fabrics, such as French Leavers lace, stretch silk and soft, fine tulles are designed into elegant pieces with subtle detailing. Delicate embroideries and specialist applique techniques in soft shapes, further highlight the body silhouette with refined sophistication.
Never compromising on comfort, quality or functionality, elevated designs can be worn every day. Thoughtful, carefully considered details and innovations ensure every woman looks and feels her best! A delicate colour palette with soft hues and pops of colour along with an impeccable detailing and finish, enhance the effortless appeal of these timeless intimates. Each range pays homage to it’s British roots with iconic range names like Covent Garden and Primrose Hill. Myla’s message has been resonating well with a broad customer age base looking for simplified, uncomplicated products in delicate lace, embroideries and soft silks which can take them from day to evening.
Myla has only been back in the market trading again since July 2018. We have had a fabulous reception to the new collection by both press and retail. We started trading again by joining Selfridges with an exclusive retail launch in the UK. In the USA we partnered with Bergdorf Goodman. On-line, we joined with Net a Porter and launched our own website in October 2018. We also opened our stunning flagship store in Brook Street, London which is available for personal fittings. Since our launch last year, we have continued our growth and are to building exciting new relationships with Harrods, Far Fetch, Neiman Marcus, Matches and KaDeWe.