House of Holland launches underwear line that glows in the dark
Posted by on August 30, 2012 | 3:55 pm EST

Vintage, romantic, elegant and feminine. More often than not, these are the words used by designers to describe their lingerie or underwear collection. For designer Henry Holland of London-based label House of Holland, his debut underwear line won’t have too much trouble finding the right adjectives to give his line a sharper set of marketing teeth. It’s easy as glow in the dark. Really.

For the label’s first expansion into the men and women’s underwear segment, which is exclusively available at Selfridges, it was all about bringing out a sense of boldness through octane neon shades. According to Holland, he wanted their line to be loud and proud, “The neon adds a great flash of color when worn to be seen with low-cut summer pieces, and it also glows in the dark – what more could you want?” said the designer.

Among the styles that will be included in their collection include bralettes, babydolls, briefs and boxers. Judging by the first few photos from the collection, the label’s not seeking to be another Victoria’s Secret. In fact, most of the pieces exude a sporty-feminine aesthetic that doesn’t try too hard to be sexy. We’re not too sold on the style just yet, but we might pick up a pair just because they glow. Surely you would want to see what it really looks in the dark, right?

Photos by Ben Weller for House of Holland

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