Founded in 2016, after spending years as a lingerie buyer, Georgia Larsen’s lingerie brand, Dora Larsen takes a playful approach to intimates, body suits, and most recently, sleepwear.
Expect color aplenty that’s applied to throughly contemporary and appealing silhouettes – think high waisted knickers as well as strapless and apex bras, designed to be worn and loved every day.
Not only is the collection massively alluring, the company is proud if its sustainable and ethical values, something that Georgia and her husband, Jake are passionate about (he runs the brand alongside her). As such, this independent label creates two collections a year that are designed in London, produced in limited quantities to reduce waste, and they also work closely with suppliers to ensure quality and ethics are adhered to.
Georgia talks about her background as a lingerie buyer, the core values of her business, and how she sees it evolving.
Felicity Carter: How did you find yourself in lingerie design?
Georgia Larsen: Quite unexpectedly! I began my career as an assistant in the buying department at Topshop, and initially joined the Lingerie team. I’d hoped to be working on dresses or skirts, but soon realised how perfect working on lingerie product was for me. I instantly connected with the design process in lingerie – the delicate fabrics, the technical fits, the intricate details. I also loved how there wasn’t so much focus on trends, and you had more freedom to create what you wanted without limitations.
FC: How would you sum up the aesthetic of the label?
GL: In a few words: Unexpected colour combinations, minimal and clean design, everyday but elevated, cool and comfortable, women who dress for themselves.
FC: What are the core values of your business?
GL: We have high sustainable values, although we admit we’re not perfect and still have a long way to go, creating responsible product is a major focus for us. We also donate at least 1% of our annual turnover each year to environmental charities, through 1% for the Planet. We’re also about empowerment. Dora Larsen is the type of lingerie you don’t buy for a man’s gaze, you buy it for yourself – it’s comfortable and sexy, in a subtle way. We don’t believe in buying lingerie for occasions – we want our customers to wear our lingerie everyday – it flatters your shape under clothes, and it feels exciting to wear.
FC: Do you have a particular woman in mind when you are designing?
GL: Not really – to be honest I just design what I like, and what I know my friends would like. I suppose me and my friends are very much the target customer! I started Dora Larsen because I couldn’t find a lingerie brand out there that resonated with me. Most lingerie, at the time, was either very basic and bland, or at the other extreme, overtly sexy with lots of uncomfortable strapping. I also couldn’t find a brand that spoke to me in a genuine way, that didn’t come across too much like a marketing-machine. I wanted Dora Larsen to have an open dialogue with our customers that was honest, respectful and personal.
FC: Which are your favorite pieces from the collection?
GL: I’m obsessed with our new organic cotton pieces – they’re insanely comfortable and make the idea of wearing cotton lingerie feel exciting.
FC: How would you like to see your brand evolving?
GL: For the future, I see us building on more products in different categories, hopefully more sizes, and I would LOVE to finally launch our first shop.
FC: Where can we buy?
GL: In addition to our own e-commerce site, our key global stockists are Net-A-Porter, Farfetch, Browns, Nordstrom, Selfridges, Flannels, Harrods, Journelle, Free People and Anthropologie.