Coco de Mer CEO Discusses Lingerie Philosophy and M&S Collaboration

Lucy Litwack, CEO of the luxury British lingerie label Coco de Mer, has revealed her philosophy on intimate apparel, emphasizing female empowerment, sensuality, and the enduring appeal of classic styles. Her insights come as Coco de Mer launches a 24-piece collaboration collection with Marks & Spencer.

Litwack, who joined Coco de Mer in 2014 and later acquired the company, believes lingerie is a form of self-care that can boost confidence and make women feel good about themselves. She advocates for wearing lingerie not just for special occasions or for a partner, but for personal joy and empowerment. "It’s about bringing joy to women," Litwack stated. "My focus is on the importance of female pleasure, of sensuality and making us feel good about ourselves."

She highlighted the importance of understanding personal style and size when purchasing lingerie as a gift. "As with any other gift, it's about her, not you," she advised, suggesting discreetly checking existing size labels. Litwack also stressed the value of professional bra fittings, noting that sizes can fluctuate.

When discussing timeless lingerie, Litwack pointed to a black three-piece lace set as a universally flattering and ageless option, citing Sophia Loren as an example. She also noted the versatility of bodysuits, particularly those offering more coverage, for days when a woman might feel less confident. "Conceal to reveal! It's just as glamorous but holds you in," she explained.

Litwack also touched upon the evolution of lingerie styles, noting the improved comfort and design of modern push-up bras compared to their predecessors from 30 years ago. She identified high-waisted, retro-inspired briefs and the Brazilian cut as particularly flattering pant styles.

The collaboration with Marks & Spencer, a brand Litwack associates with foundational lingerie purchases for many women, aims to bring Coco de Mer's luxurious aesthetic to a wider audience. The collection, which includes items ranging from suspender belts to bras and briefs, is available from October 15.

Litwack's approach to lingerie design and marketing emphasizes female pleasure and empowerment, with Coco de Mer exclusively working with all-female crews for its campaign shoots. She recounted a story of a surgeon who wore her best lingerie under scrubs during a major operation, finding that knowing she was wearing it gave her the confidence to tackle the challenge.

"Underwear is the first thing we put on, it's closest to our skin. There’s nothing sexier. It will make you walk a little taller," Litwack concluded.