Just when you thought Saturday's couldn't get any better they just did. Saturday The Label brings romantic intimates that are playful, cute, comfortable and supportive into your lingerie drawer. We sit down with the founder Shani to discuss how she started the brand, the design process, where she draws inspiration from and we're given an insight into what we can in the near future from Saturday The Label .
We're big lovers of your beautiful lingerie and what Saturday the Label stands for. Could you please take us back to how it all started?
I worked in Advertising for 12 years and could never find underwear that was comfortable and supportive enough for the long days, yet playful and cute enough for the fun nights. Everything was either too expensive, too provocative, or alternately too cheap and just wouldn’t last. Thats where Saturday was born. I really wanted to created something for women like me who wanted sexy yet simple, affordable and long lasting. Playful lingerie they loved and could live in.
Your line of lingerie is described as having a second-skin feel. How is this achieved and why was this an important design factor for you?
I used to get home and the first thing I would do was rip my bra off as it was so uncomfortable. I wanted to eliminate that and design something that felt like a second skin, like you were not wearing anything at all. Playful lingerie I loved and could literally live in day and night. I now take customers feedback and incorporate it into the design process, so I’m evolving individual pieces and each collection is building on the last.
Where do you draw inspiration from for each collection?
The design process for a single collection is roughly 6-12months long. So it never really ends, I am continually building moodboards for new styles and sampling difference pieces and colourways to see what works best. I've always been a bit of a bowerbird, collecting pretty, shiny things and I’ve always had expensive taste. I design pieces I love and that I know I'd be proud to wear myself.
We believe a comfortable woman is a sexy woman, and love that your brand is aligned with a mission to design lingerie that allows women to feel sexy, as well as supported. What sets Saturday The Labels lingerie apart from the rest?
I work with sheer mesh and the softest satins and silks, rather than your typical lace intimates. I also work with material that is heavily elastic based, so its always super stretchy without losing shape.
What styles have been your best sellers that our customers should be keeping an eye out for?
Our classic collection: The Lover Bra, Sunday Bralette and Saturday G-Strings. I have just optimised them to widen the back-strap and put thicker bra clasps on them, so they are much more comfortable and supportive for bigger breasted women.
What else is in store for Saturday The Label...
I am super excited to share my new collection with the world. It's so pretty and so very chic. Introducing some new colourways and some new styles and designs to the mix. Launching August 2020. I also have a huge focus on Sustainability and Inclusivity this year, so working hard on those elements while wrangling my crazy-full-on 12 month old baby boy. Its all happening, watch this space!