There are a lot of misconceptions and prejudices that surround us even today and unfortunately, lingerie is not exempted from it. One of the biggest misconceptions is that ‘good’ lingerie should be used only for special occasions or for those special nights while plain cotton and whites should be used as every day wear.
PrettySecrets, as a brand aims to get rid of such misconceptions with its stylish yet comfortable lingerie, in turn helping women in India realise that their everyday lingerie is more than just a piece of fabric and it needn’t be boring. Lingerie helps define a woman’s mood for the day and even build her confidence as well as empowers her to achieve the unachievable. This is where Pretty Secrets’ campaign RedefineBasics comes in.
This campaign aims at changing women’s perspective on everyday lingerie with the hopes of them ditching their boring everyday bras and panties and opting for more colour and prints in their lingerie drawer.
“We hope to empower women to get rid of the age-old notions passed down from generation to generation and help them understand that the lingerie they wear helps define who they are. It is not just a campaign; it is the positioning statement of the brand. We are running this across all our online and offline platforms. Women have been discussing lingerie in a very hush way. However, social media helps women come out of this belief and actually engage in lingerie content that they like. We have a large community of like-minded women who know what they want in their lingerie and are not afraid to go for it or inquire about it openly. Our brand voice on social media is youthful, empowering, fun and confident,” comments, Nishrin Zuzer Patanwala, Head of Brand Marketing.
The inspiration for the Pretty Secrets SS’18 collection came from multiple places—their customers, the trends they follow, the styles they like, their personalities. Another point they kept in mind while designing SS’18 collection was trends in outerwear, because it is the outerwear designs, styles and colour palettes that determine your choice of lingerie. SS’18 is all about bright and bold colour palette, including electric fuchsia, sunny yellow, with emphasis on use of texture in not just a visual, but also a tactile way. SS’18 also has few favourite classics from previous season, because of customer demands, but they have put a twist or added details to make them feel new again.
The SS’18 is a collection about modern day climate utilising definitive textures, graphic prints like fresh bloom, geometric, plaids, abstract to match spring, and a potent colour philosophy.
For their nightwear collection they wanted to create a fun yet comfortable nightwear collection, so they designed quirky and fun prints, which matched the summer trends in terms of colour palettes as well.
This year they have shades of lime, blues, mints, and pink. In terms of prints, they have a lot of text and graphic prints, which are empowering.
The swimwear collection is full of Hawaiian inspired colour ways, mix-and-match separates and sexy silhouettes.
The swimwear collection this season gives the modern-day woman an inspired range of contemporary and colourful swimwear pieces with unparalleled attention to details, with techniques like ruching to help women of all shapes and sizes.
As part of the Spring collection, they are also introducing a ‘Nude’ collection including three shades guaranteed to suit most Indian skin tones. The inspiration was to help women get the right flesh tone, instead of just beige. Nishrin Patanwala, goes on to say, “Our new ‘Nude’ collection comes in three shades guaranteed to suit most Indian skin tones. We are the only brand currently in Indian market, which is focusing on an entirely new range of bra category in three shades. Our ‘wear it your way’ bra collection comes in both strapless and backless designs. They also come with both detachable straps and transparent straps, making them multiway bras, which can be worn as strapless, halter or cross back bras. Our miracle fit bras are smooth plunge wireless bras. They come with seamless, molded cups and broad wings that help hide the side bulges.”
The Basix collection is inspired from everyday 9 to 5 wear, which is inherently easy to look after and also available in a plethora of colours and prints to keep it away from being boring. With this collection, they have focused on ‘Structure is Key’ and you will find your everyday lingerie that is chic, comfortable and above all fashionable and elegant. From seamless bras and sexy silhouettes to padded wired, non-wired and non-padded, discover timeless styles.
In the lingerie collection they have used polyester, super soft polyamide, lace and cotton fabric. While for their nightwear collection they went for more fluid and all-round design sensibility encompassing classic silk silhouettes, free flowing and natural super soft fabric like modal, elite satin, etc. For the swimwear collection, they have used polyester, super soft polyamide and nylon fabric.
The new ‘Tempt Me’ collection bras come with removable silicon gel inserts that give a lift and a fuller shape. They have also added lace plunge bralettes to their collection that provide light coverage with lace and a back cut out, promising both comfort and style. Their ‘PSBasix Collection’ bras are super comfortable and at affordable prices. The ‘Perfect Coverage’ collection bras give full coverage and come with contouring seams. They are meant for bigger cup sizes of upto DD.
Pretty Secrets’ new bras price range starts at INR 449 and goes up to INR 1299.
Their new nightwear price range starts from INR 499 and goes up to INR 1999.
The swimwear collection’s price range starts from INR 1299 and goes up to INR 1699.