Getting in the mood for Christmas, Phaein presents its Winter 2021 collection backed by an influencer campaign.
Taking the next steps to become more circular as a brand and reducing its impact on people and planet, Phaein is set
to launch its first recycled lace lingerie, alongside a recycling scheme and lifetime guarantee. The limited edition lace crimson set is made from 100% pre-consumer recycled yarn, reducing resource consumption and minimising environmental impact (56% less electricity, 90% less waste product, 60% less water and 63% less emissions).
Designed for longevity using performance fabrics, the set hits the sweet spot between beautiful craftsmanship and innovation, looking dainty, providing support and delivering comfort all at once. Phaein also introduces its lifetime guarantee, offering repairs on products to prolong the life of garments, and recycling scheme, which will see worn pieces repurposed for other materials in crimson red sizes offered are Bras: 30D-J, 32B-H, 34A-G, 36B-F and briefs in XS-XL) available from 16th November.
The influencer campaign spans ages and body types, and features Liz Earle MBE, Eleanor Barkes, Bianca Foley and Rachel Peru, who are all helping Phaein to spread its message of a more sustainable Christmas, promoting the idea that investing in beautiful, quality lingerie that’s made to last, is the perfect way to treat yourself or a loved one this year.
Liz Earle MBE (@lizearleme) said: “At the age of 58 I never thought I’d be a lingerie model! But my daughters said “go for it, that’s such an empowering message for mid-life women”, so I hope this shows how to be comfortable in your own skin, in a great British, ethical brand, at any stage of life.”
Eleanor Barkes (@eleanorbarkes) said: “Being a part of the “Dress The Town Red ” campaign was amazing as I love Phaein’s overall sustainability ethos, as well as this Christmas’ recycled lace lingerie collection. I just feel so beautiful while wearing it and love that the delicate lace-work enhances my shape while being completely comfortable. It was incredibly empowering to work with Phaein and their founders who embrace their femininity in a unique way. Beauty and style don’t have to come at a cost to the environment and this collection proves it.”
Bianca Foley (@biancaffoley) said: “It was such an incredible feeling to be asked to be part of the campaign. I love the ethics behind Phaein’s production. Having the opportunity to recycle underwear and even mend them to prolong their lifecycle means less underwear garments will end up in landfill which is something I really believe in!”
Rachel Peru (@rachelperu1) said: “I love wearing beautiful lingerie so I was so excited to be invited to join the Phaein Christmas campaign. Not only are their bras super comfortable and feel beautiful to wear but I love knowing that they’re made from recycled lace. Knowing that Phaein will be offering a repair service is such a great idea, it’s always so disappointing when your favourite bra breaks but you can’t afford to replace it, this way we can extend its shelf life and keep feeling good. I speak to lots of women in midlife that feel guilty about treating themselves to nice lingerie but I think we all deserve to feel good in our bodies whatever our age and wearing beautiful lingerie can really boost your body confidence.”
