It has been 13 years since luxury silk lingerie label Ayten Gasson was launched, and on Wednesday 24th May the brand celebrated the first year of their Brighton boutique. The store brings together slow fashion and ethical manufacturing, with designer and owner Ayten often there herself sewing beautiful garments from traditional Nottingham lace and Liberty print silks. Visitors can observe each piece come to life while also having the opportunity to request bespoke orders, allowing for an enhanced retail experience and a true appreciation of the work and skill involved.
The store has also been supporting other brands over the year to create a comprehensive gifting experience. In addition to Ayten Gasson’s beautiful designs, visitors can purchase jewellery from Brighton based brand Toba, luxury stationary from Katie Housley, British Boxers menswear, hosiery by Hose.Tights and lingerie by fellow independent brands Playful Promises and Kiss Me Deadly.
The last 12 months have been a tour-de-force for the brand, who made the radical move to opening a physical store when the rest of the industry moves to online. The rewards have included being named Lingerie Label of the Year by ethical luxury publication Eluxe, and the brand’s online presence has also benefited from the bricks-and-mortar investment with increasing sales coming from customers who value the label’s commitment to ethical production, transparency and store experience.
