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Love and Swans: New Embroidery From Russia


(Filed Under wholesale Lingerie News). Love and Swans offers a collection of lingerie pieces, made in Russia and often elaborately embroidered, that will be showing at the upcoming Curve show in New York. BODY publisher interviewed the brand’s Ivan Kukkoev

MONJO: Who created the collection?

KUKKOEV: Love & Swans is independent brand, founded by young businesswoman, Maria Lebedeva, when she was 21. Our first line was launched in 2020, and in 2021 Maria was listed in Forbes 30 under 30 rating in Russia, as a most prominent young fashion designer.

MONJO: Tell us about the brand identity?

KUKKOEV: Love & Swans is telling eternal, archetypal stories and myths through embroidery, frozen by beads, gems and natural pearls. There are lingerie sets that tell Japanese legends, ancient Greek myths, Latin American tales of Santa Muerte, and more (for example, [the] extravagant story of that rascal Cupid, who got lost in the rainforest or [a] classic pulp-fiction detective story on the lingerie top «Crime Scene»). At the same time, our brand’s unique approach to visual design is coupled with tangible comfort thanks to our wireless bodice design and choice of materials — we use only flexible lingerie meshes.

MONJO: Where is it sold?

KUKKOEV: Now we are selling our garments in a couple of selected brick-and-mortar boutiques across the U.S. We are also presented in the EU market, and have an e-commerce website with worldwide delivery (significant share of which sales are in the U.S.).

MONJO: Describe the collection.

KUKKOEV: We don’t have a traditional «seasonal» collections, like «AW 2022/23» or something like this. We chose to refuse this model to avoid an overproduction and be more concentrated on uniqueness and quality of our products. What we offer this year, is six capsule collections:

a) Cygnus, which includes our iconic Cygnus set and Eclipse set, in XS—XXXL size range, and gender-neutral Cygnus boxers in S-L size range.

b) Japan, which includes Japan and Japan chapter two sets, in XS—XXXL size range.

c) Santa Muerte, which includes Santa Muerte set, Summer Muerte bralette, and gender-neutral Santa Muerte boxers in S-L size range.

d) Cupid, which includes Cupid set itself, L’amour and Toujours bralettes and Aperooo knickers, all available in XS—XXXL size range.

e) Josephine, which includes set designed after Josephine Baker biography, Tiger Lily bra and Roaring 20’s set, all available in XS—XXXL size range.

d) Ballet, which includes The Rite of Spring set, The Swan Lake set, and Together in Paris bodysuit.

And also our first wearable top Crime Scene, available in S—XXL sizes.

MONJO: Where is the collection produced?

KUKKOEV: Our lingerie production is 100% local. We are making it in our hometown, Krasnodar, in the south of Russia. We use only high quality EU-origin raw materials (except one point — beads from Japan), all of it is OEKO-TEX certified. Minimum logistics are reducing our company’s carbon footprint.

MONJO: What are your retail price points for the U.S.?

KUKKOEV: We selling our items in sets of bra and briefs, joined with a conceptual story, for example, Cygnus is about mythology and constellations. RRP for these sets are between $200 and $450. They can be also sold separately, and accompanying with single items, like Tiger Lily bra in Josephine capsule line ($155). It will cost from $80 for bra with a small embroidery to $175 for knickers with natural pearl and silver beading.

MONJO: What is your wholesale strategy for the U.S. and Canada?

KUKKOEV: Our product is kind of upscale, so we are looking for partners who work in this segment of the market. I think it will be selected boutiques and lingerie stores, but also it can be some department stores with wide price range.

MONJO: Who is the contact for sales in North America?

KUKKOEV: Primary contact is me. My phone is +7(964)9227835 (any messenger, like WhatsApp etc), and also we have US toll-free +1 888 889 6811.

MONJO: Why should North American retailers be interested in your brand?

KUKKOEV: Our brand offers a customers a truly unique experience. We are on market just two years, but already have a thousands regular customers around the world, including Netflix series stars, celebrities and fashion critics. Our lingerie was featured in major fashion outlets such a VOGUE, COSMOPOLITAN, ELLE and HARPERS BAZAAR, and people think it’s not just a garment — it’s an art. Combined with pretty comfort fitting and quality it gives us a good competence.


more wholesale Lingerie News >>

Published 02-14-2022 by Nick Monjo

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