Marie Jo Loish

Loish is Marie Jo stepping away from its quieter, more refined register and doing something deliberately bold. The collection is built around multicolour organic embroidery layered over graphic shiny fabric and dotted tulle — an eclectic combination that reads as genuinely fashion-led rather than decorative for its own sake. If you usually gravitate towards understated lingerie, Loish is the kind of collection that might make you reconsider.

What keeps it grounded is the construction underneath the design. The underwiring, cup shaping and strap engineering are all exactly what you'd expect from Marie Jo — precise, comfortable, built to wear all day — so the visual confidence of the collection doesn't come at the expense of fit. The bra range covers heartshape, balcony, plunge and full cup spacer styles, which is a broader shape selection than many fashion collections offer, and the briefs come in enough cuts — rio, full brief, hotpants and thong — to build a complete wardrobe around it.

Loish rewards the woman who wants her lingerie to reflect a considered sense of style rather than simply disappear. It's lingerie that's clearly been designed, and doesn't try to hide it.