No rest for the Wicked as Valentine’s Day approaches
With Valentine’s Day fast approaching, Leeds-based luxury lingerie brand Something Wicked is about to enter one of its busiest periods.
Unlike most within the industry, Something Wicked are not producing a new collection for the occasion, satisfied with the continued success of its original ‘Ava’ leather range, owner Steff McGrath decided to avoid launching an all-red themed collection this year.
She said: “We know our ranges are great because they’re black and it means they’re not just a seasonal piece just for Valentine’s Day it’s something you can wear throughout the year.
“One of the social media influencers who wore one of our sets rightly said that although lots of people choose red, it’s hard for red lingerie not to look tacky, so this Valentine’s Day don’t wear red, wear something classy, something not just for Valentine’s Day – wear black.”
Steff is confident that Valentine’s Day sales will continue to flourish, especially with the release of the new Fifty Shades of Grey film set to get people talking freely about sex, whips, and leather lingerie.
“People are willing to be a bit more adventurous and it’s not something people are shy to talk about anymore, which is good for us. People are open to the idea. What used to be seen as quite edgy several years ago isn’t that edgy anymore, so our lingerie is a lot more accessible to lots of people, whereas years ago people might have thought it was too risky.”
The fact Something Wicked is online and provides a visual platform for its customers is also proving beneficial this month as the brand welcomes an influx of male shoppers into its site.
“Men might feel more comfortable buying online than going into a shop, and they also buy in a more visual way and we’ve noticed – certainly in the lead up to Valentine’s day – they buy a whole set and a whole outfit, because they want the whole look together.”
As well as February 14, Something Wicked has another occasion to be excited about – the launch of its bridal collection, which has been designed and produced to offer something different to the usual “pretty, safe, vintage style” garments.
The ivory bridal collection, which has underwear sets in leather, is due to launch next month and will be displayed at several bridal shows across the country this year.
Steff added: “It’s in line with our brand and our brand character and it’s not trying to shy away from who we are, it’s really exciting for us to be in the bridal environment but still true to ourselves.”
