We love Bela’s Dead, the new Lingerie brand created by Manchester born designer Jo Lynch. Jo’s combination of delicate silk fabrics with the extra-ordinary story-telling artwork by Finnish illustrator Klaus Haapaniemi has received praise all over the lingerie world, and is finding its way into the most exclusive lingerie boutiques. We had a short talk with Jo Lynch about her brand and her personal look on lingerie and fashion.

The complete interview can be read right here in our interviews section.

A small excerpt:

“I’m not ambitious in a commercial way, or I wouldn’t have designed something as personal as Bela’s Dead, which has a very distinctive style and is not going to be for the mainstream. Actually I didn’t think about my market - or even pause to find out if I had one… but luckily there are girls out there who totally get it. They want to wear something that reflects their alternative tastes - but made to a high end standard. That’s what I love most - when a girl from Geneva or Berlin contacts me, so excited to have found her ’soul lingerie’. Some talented females like Karen O from the yeah Yeah Yeahs and Dita Von Tees have also found the brand to their taste…which is really wonderful.”

Read the whole interview here.