"Wow, that would be different!" was Deacon's first thought when the suggestion was made. "Ann Summers has occupied such a unique place on the British high street and I thought it would be really interesting to see what I could come up for them with," he told us. "I loved the idea of designing a full capsule range for them."
Deacon is a dab hand at collaborations, having worked with brands as diverse as Mulberry, Sky, Cadbury, New Look and many more, but approaching lingerie was a different challenge for the designer.
"From a quality perspective the fit, details and finish were of huge importance as I wanted it to look and feel as premium and as special as possible," he said. "I wanted it to appeal to existing Ann Summers customers - who were much more diverse than I had imagined - but to also resonate with a new audience and in doing so introduce some new customers to the brand."
|Giles Deacon for Ann Summers|
"The mood boards were split into groups combining images from some of my favourite fashion photographers such as Steven Klein, Helmut Newton, Mert and Marcus, Guy Bourdain and David La Chapelle," said Deacon. "Sexy, provocative fashion images with a few vintage finds such as Betty Paige and Jayne Mansfield."
But that will mark the end of collaborations for the foreseeable future. "It's going to be quiet over the summer as I am concentrating on starting the Giles e-commerce site in time for Fashion Week in September which is super exciting," he revealed.