A Interview with Niki McMorrough, Lingerie Designer of Made By Niki

Did the success of the String collection catch you by surprise?

Yes it did. The collection was borne from a collaboration with KT Tunstall and my own playful experimentation with the fabrics. Here at Made by Niki, we all thought the initial prototypes were really cool, but rather unusual, and we weren’t sure if they would be a commercial hit, so we initially only showed buyers ‘for fun’.

How has the response to the String impacted your manufacturing and distribution operations?

One of the biggest highlights of the String collection’s success is that the range is hand-sewn in our Leicestershire countryside studio by 3 talented seamstresses. Whilst demand has meant that we have been crazily busy, it also brings a personal touch to the collection, making it even more special and rewarding to see customers’ feedback and the amazing sales growth.

It is so important for me and Made by Niki to ensure that customers are always provided with something fresh and unique and therefore we also work with one of the UK’s special small lingerie factories as well as creating a seasonal offshore line (Knockout, Feel, Atomic III), working closely with one of the world’s most prestigious manufacturers. It is so important for us to continue to consolidate on these existing relationships and I hope that this shines through in the final product!

Is there a ‘typical’ customer who goes for the String collection instead of more modest lingerie styles?

Not really. The String collection appeals to all kinds of women who love lingerie, fashion, style and culture. It’s very flattering and easy to wear, and definitely has ‘underwear as outerwear’ appeal. It looks equally hot on the beach, in the boudoir or at the club. It has been popular in the UK, USA, Europe, Middle East and Australia.

Customers are using the String pieces in a variety of different ensemble looks and for a variety of occasions. What are some examples you’ve heard about how women are using the String line?

Our customers are constantly telling us about where they wear their String pieces. One customer wears hers at work (in a city trading office!), others at the beach or on holiday, as casual daywear (eg under jeans) or dressed-up evening wear. And it certainly has bedroom appeal because of its stunning looks and the tingling sensation it gives to the wearer.