Well, this is indeed an interesting marketing twist … Secrets or messages hidden on luxury bra wings. And who is responsible for this peculiar feature? Ted Baker of specialty shirt fame. And as odd as the idea of bra messages may seem, it is actually the norm for Ted’s business personality. When he started out in Glasgow, Scotland, he was known to have the very best shirts available but wanting to provide superior service, his stores actually offered laundry service for the shirts purchased by its customers. His celebrated quirky humour led to the title “No ordinary designer label”. So perfect, it became his company slogan.

Although he now sells many fashion garments and accessories, his lingerie line includes luxury bras and panties. To receive one of his famous messages, a customer purchases either the “Anui”, an exclusive Anais embroidered lace polyester bra or the “Frillie” padded bra in gorgeous Turquoise French lace. Probably the most spectacular of the collection is the “Ditsie”, a sumptuous French Ditsie print, an exclusive vintage fabric, finished off with wide lace and adorned with enamel buttons.

Eccentric maybe, silly no, these pieces are lovely.