¡¡¡¡The move comes amid growing demand for the brand’s premium collections£¬ such as Ivana£¬ Marianna and Francesca£¬ which feature Swiss embroidery£¬ delicate lace£¬ diamantes and metallic colours.
¡¡¡¡To reflect this change in direction£¬ Fantasie has adopted a more contemporary and stylish look£¬ including a new colour palette and logo£¬ which will appear on swing tags£¬ hangers£¬ lookbooks and retail websites.
¡¡¡¡Ann-Marie Manley£¬ head of marketing£¬ explained the rebrand£º “Fantasie is a lingerie brand famous for providing everyday comfortable solutions with the perfect fit for the fuller bust£¬ but it’s also so fantastic to see that Fantasie is also becoming more and more popular for its more premium style£¬ with customers choosing its more luxurious and lavish collections.
¡¡¡¡“We believe Fantasie’s rebrand for AW16 really reflect the Fantasie brand now£¬ providing it with a clearer and more contemporary identity and a stronger direction.”
¡¡¡¡A new luxurious collection to launch for AW16 is Sofia£¬ featuring Swiss-designed£¬ baroque-inspired embroidery in tones of luscious gold and black.
¡¡¡¡This range includes an underwired padded half-cup bra£¬ a waspie that is fully lined and boned and an Italian brief and thong.
¡¡¡¡Fantasie launched in 1978 and became the first lingerie label in the market to develop the balcony bra. It launched its first moulded bra in 2005 and its first K cup collection in 2008.
¡¡¡¡In January£¬ the brand was named the 2015 UK Lingerie Award‘s Fuller Bust Brand of the Year.
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