Emma From Playful PromisesHello I’m Emma, the Founder of Playful Promises. I work on all aspects of the brand but especially the creative direction and finances! An odd mix but both vital to the brands success.

What inspired you to become a lingerie designer?

A love of lingerie. After originally training to be a lawyer I wanted to work in a more creative field with a product I love.

What makes your designs different from others?

What is really important to us as a brand is an accessible price point and size range. There are very few independent brands offering the size range we do

Are there any celebrities wearing your designs and who are they?

I am not really into celebrity culture; I really love seeing the women who buy our stuff and post pictures of it on social media. I am into inclusive fashion as opposed to aspirational fashion. The only time I’ve ever been star struck was once standing next to Chantal Thomass! I couldn’t even say hello!

Do you wear your own products?

Of course! Today I am wearing the Karine set (See pic below). It is my current favourite as the fit is amazing and I love the gold detailing on the lace.

What’s your favourite lingerie brand (not your own!) and why?

This is a difficult question. I have always admired Lascivious for their creative use of pattern cutting and I love the sexiness of Agent Provocateur.

Do you think there’s enough choice for D+ sizes?

No. In fact I was looking for some sexy 34E bras just the other day and it has prompted me to put more designs in the DD+ range into sampling as we need more options.

What advice would to give to an aspiring lingerie/swimwear designer?

The actual design element is a small part of running a brand or working for a brand – so make sure you are well rounded in your skill set and numerate. Numeracy is so important – from being able to work out margins to being able to accurately spec garments.

How do you get your inspirations for new collections?

Looking at fabric and thinking about what I would want to wear made of that fabric. Looking at Instagram and historical documents and samples. I am most creative in the morning before lunch. Inspiration isn’t that prescriptive; it tends to sink in and then one morning I will get up and just sketch what comes to mind.

Do you use paper and pencil to design your first draft or is it all done on computer?

I’m old school and draw by hand but my team all use Illustrator to CAD their designs and the factories we work with require the designs in CAD format so that the spec is clear for them to follow.

What would you be doing if you weren’t a designer?

I always quite fancied being a human rights lawyer. Maybe I’ll come back to Law in my later life.

What are you working on right now?

I tend to work on a lot at once. So SS18 for Playful Promises and Peek & Beau as well as adding in more options to our DD+ range.

What makes a great lingerie model?

Someone who feels at ease modelling lingerie. This is key.

Check out some of Emma’s designs below and see more on the Playful Promises website.






Francois and Sadie Curve

Francois and Sadie Curve



Juliet Red

Juliet Red