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Image / Fashion

Agent Provocateur Co-Founder Serena Rees Launches Gender-Fluid Collection


by Holly O'Neill
10th May 2017

attends a private view of new exhibition "Undressed: A Brief History Of Underwear" at The V&A on April 13, 2016 in London, England.

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Serena Rees, co-founder of Agent Provocateur is launching a new label.?

Les Girls Les Boys?will be a collection of intimates, underwear and streetwear and will be “largely gender-fluid” according to Business of Fashion. The collection launches on September 1st.

Interested in having a look at what gender-fluid pants look like? You’ll have to hold on for the moment, as the site isn’t giving anything away. When you get to the site, you’ll see it states “Arriving September 1st, 2017”, this image, and a sign-up box to be notified of any updates.

Rees told BoF she was inspired to start a non-gender-specific collection when she saw how her children and stepchildren share their clothes, which made her see the “real need for an open-minded brand with a more diverse story to tell”.

The inclusive collection which is so very different from?Agent Provocateur will have 100 pieces of “intimates, underwear and streetwear” and goes on sale this September, with a price range from around €25- €125. Rees states the customer to be someone “who treads their own path, are proud of who they are and proud of who they love. The idea of ?bed to street? is core to our brand philosophy – blurring the boundaries between inside and outside. This is the new sexy.”

This collection marks Serena Rees’ return to fashion, a decade since selling Agent Provocateur. Rees worked in fashion photography with Vivienne Westwood and received an MBE in 2007 for contributions to British fashion.

All Is Fair In Love and Wear is another gender-fluid underwear brand, designing “comfy, effective and attractive” intimates including binders, enhancers and contour garments for?the transgender?community.


?The Les Girls Les Boys collection will be available from the Les Girls Les Boys website, and from?Selfridges, Nordstrom, Shopbop and Zalando.

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