Menfolk Take Note as Sauvage Identifies In-Demand Lingerie for Ladies This Season

Melbourne, Australia, September 09, 2010 --( Buying lingerie is traditionally an activity that takes even confident men back to their awkward, uncertain teenage years. With the Australian spring/summer fashion season just beginning, boutique women's lingerie retailer Sauvage has released their guide to buying women's intimate apparel aimed at balancing current fashion ideals with male lingerie preferences.

Boutique women's lingerie and swimwear retailer Sauvage has published a set of purchasing guidelines for men fumbling through lingerie purchasing as a gift this spring and summer.

"There's always a little tension between what men think looks good, and what women prefer to wear!" says Edith Holloway, owner of the niche women's lingerie outlet.

"Many husbands and boyfriends have completely different lingerie preferences to their other halves. I think many guys don’t realise that sexiness comes from women feeling good about themselves, and that their girls will look ten times better in a piece that suits their personality, or that they feel is fashionable, than one that is randomly chosen," Ms. Holloway continued.

Sauvage has identified a set of key trends in women's lingerie fashions this season:

Innerwear as outerwear - lingerie that is both decorous and detailed enough to be on display as outerwear
Lace, in provocative rather than prim designs
Western wear and fringing, or 'cowboy chic'

In women's swimwear, Sauvage identifies wide-brimmed sun hats and one-piece swimsuits as strong seasonal trends. Ms. Holloway notes that "one-piece swimsuits haven't really fallen out of fashion since last year."

Designer labels that are setting the new trends include:

Myla, a niche UK women's lingerie label
Collette by Collette Dinnigan
L*Space, a California swimwear label
Seventh Wonderland, an Australian swimwear label
Maaji, a Columbian swimwear brand

"Particularly before Christmas and Valentine's Day we get a lot of men placing orders," Ms. Holloway said. "However, we often find that the period in-between major holidays and events is when women prefer to receive gifts. This period feels more romantic, more spontaneous and less contrived," Ms. Holloway continued.

About Sauvage:

Sauvage's aim is to provide Australian women with some of the most innovative, beautiful, exciting and fashion forward swimwear and lingerie brands across the globe. From Lindsay Lohan to Kate Moss, Sauvage's brands are highly sought after by the A-listers and can be found on some of the most beautiful bodies in the world. All of the brands we offer are either exclusively available to Sauvage or not widely available in Australia. The women's lingerie and swimwear store has a strong emphasis on correct fit.

Edith Holloway
+613 9500 8603