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Maxine's of London

Maxine's of London
Maxine's of London

Founder, Maxine Wells

How/Where did it all begin?

Maxine’s of London is a luxurious lingerie label founded in 2009. Founder, Maxine graduated from DMU with a degree in BA (Hons) Fashion and Contour in ’08. She began to explore the high end lingerie market and felt it was lacking truly sumptuous pieces of well structured, handcrafted lingerie that was worthy of a top drawer price tag.

All pieces are handcrafted in a London based studio using the finest silks and brocades.

Maxine’s of London is already creating ripples in the luxury end of the lingerie market.

How would you describe your Style?


With the mission of injecting the vintage romance and elegance of a bygone era, into the form of modern lingerie, this new luxury fashion brand is born. The collection features waist cinching garments with modern bust enhancing structured bras, scanty briefs and suspender belts. The collections have all the fruitful ingredients to make a modern woman feel like an iconic, 21st Century sex siren.

What Fabrics do you like to use and why?

Pure silks and brocades with a possibility of lace in the future. Although I love print and amazing textures, I tend to work with plain fabrics so that I can put my own creative touch to the pieces, with lots of hand manipulation and stitch detail to give it a really exquisite, designer touch.

Where do you draw your Inspiration from?

I like to work with shapes and textures and draw in inspirations from eras and moods, considering the whole story; the characters and their lifestyles and what makes them passionate, then I sketch down what comes naturally to me. I also take inspiration from the contours of an iconic womanly figure and strategically place panels and manipulate fabric to enhance the hourglass silhouette.

Have you had a chance to Travel?

I have travelled around America and have also visited various places in France. Most recently I have been on a cruise which took me around the Mediterranean. I enjoy going to cultured places with amazing architecture and spectacular scenery. I would like to go to Ghana, the difference in their lifestyle, ethics and values really intrigues me and I would love to experience their way of life. I would also like to visit more fashion capitals, which is my aim of 2010.

Where is your Home Town and do you still live there?

I was raised in a lovely area in Essex and lived opposite a stream with a little bridge that led to acres of fields with loads of sheep and cows. It was a lovely, serene little place, but not a place full of opportunities.

What is the best piece of Advice you’ve ever been given?

Reach for the moon, at least you'll fall amongst the stars.

 What is your Quirkiest Habit?

I can become quite restless when there is little to do, which can be annoying for others and I also tend to sing certain parts of a song over and over again until it drives people crazy.

What is your Happiest Memory?

The day I discovered hair straighteners; I am not blessed in the hair department!

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