Specialising in luxury lingerie, nightwear and other intimate apparel. Eva Lai launched eLai after graduated from London College of Fashion in BA Fashion Contour with first class honour in July 2012. Her graduate collection was featured on vogue.co.uk and tatler.com.
She has previously worked for luxury lingerie brand Agent Provocateur, Kanye West's Paris Fashion Week Fall 2012 collection, and bespoke bridal couture Melanie Potro. Eva has had her work displayed at the Victoria & Albert Museum "Ballet Russes Design Perspective" in Nov 2010; Her swimwear design project "From Somewhere with Speedo" in 2010 was selected for Speedo's press events in Dubai and China. She has also had her work published in IdN magazine after winning the Ellesse 50th Anniversary design competition in 2009, her design was well responded by celebrities such as Jo-Ann Strauss and Gemma Arterton after being displayed at Ellesse's party in Rome and the Pentland Group in London. In 2012, she won the SS13 design competition for retro lingerie brand Playful Promises, and her winning design will be mass produced for sale in April 2013.
" Touch is just as important as the aesthetic. Materials that I use are to invoke the senses. They are aimed to make wearers not just look great, but also to empower and invite confidence."
"Attention to details is key, every stitch and trim counts. I design to flatter the female body, not to challenge it, hence the cut of the garments is extremely important. I love combining old & new, by bringing traditional elements into modern designs."
Eva hopes to bring out the kind of seductiveness, which retains sophistication. It is classically elegant with a bit of kink and a scintilla of naughtiness!
"eLai" - creates luxury lingerie that is worn to be seen. It is statement underwear + provocative outerwear. It believes that fashion is liberating and even our lingerie should express our identity. Products range from statement show pieces full of embellishments, seductive lingerie , to everyday comfort lingerie.