Store gallery: Harrods unveils luxury loungewear and lingerie ‘universe’

The almost 16,000 sq ft space is the first phase of its womenswear redevelopment project and is “dedicated to the pieces that make you feel the most confident and comfortable from morning, noon until night”. 

The new shopping destination within Harrods offers a range of lingerie, sleep and loungewear across 47 brands including Olivia Von Halle, Skims, Agent Provocateur and La Perla.

The department also offers services including bra fittings, bespoke alterations and personalisation, building on Harrods’ “growing focus and demand for transformative shapewear and tailored lingerie seen in recent years”.

Shoppers can expect “luxurious private fitting rooms” alongside seating, threeway mirrors and lighting designed to enhance customer confidence in a “home away from home” shopping environment, designed in collaboration with David Collins Studio.

Harrods fashion buying director Simon Longland said: “It’s right to start the hotly anticipated, rejuvenation of the women’s floor with lingerie as it is where every outfit begins, and it really is a moment to celebrate.

“After six years of state-of-the-art redevelopments across the store, our womenswear customers have been eagerly awaiting the new look of the first floor and they need not wait any longer.

“Over recent years, the way that our customers shop for their intimate investment pieces has changed, with lingerie and lounge becoming just as important of a building block as any other wardrobe element.

“The breadth of the brands and offering in the room is completely unparalleled and will offer something for everyone and every need; from functional shapewear to the most glamorous lingerie, from cotton sleepwear to silk, lace and feather-trimmed robes and Charvet shirts to cashmere lounge suits.

“The future of the womenswear floor is so exciting, with two more rooms heading for redevelopment this year, and many more to come.”