So remember that 50 Shades of Grey lingerie line that British company BlueBella is working on right now? They’re not the only ones. Sweden has apparently drunk the Kool-Aid too, because according to Fast Co.Design, Swedish retailer KappAhl has teamed up with E. L. James following the book’s success on a line of 50 Shades-inspired bras, briefs, negligees, and stockings. The brand’s primary customers are middle-aged women, which is the same demographic that earned the book the descriptor “mommy porn”—and which may be responsible for the fact that the lingerie collection is kind of… well, boring.
I mean, don’t get me wrong—it’s pretty and all; but it also looks like something you could pick up anywhere. Also, it most definitely does NOT come in 50 shades of the color grey. I count only one shade on four pieces; the rest are red and black. LIES! (I jest, of course). The line became available online and in stores on Black Friday. Prices run from €17.95, or about $20.50, for satiny, lace-trimmed undies to €59.95—roughly $82—for a black dressing gown.
Although on second thought, maybe it was a smart move making the collection somewhat conservative, given its target demographic. Said a spokesperson for KappAhl, “Our collection was inspired by all of the million female readers of the 50 Shades of Grey trilogy, what we imagine they would wear and feel sensual in. We did not for a minute think about [a] domination/leather aesthetic.” So it may be safe, but it’s also designed for an older crowd—which is actually kind of nice.
Anyhoo, you can take a look at the collection in action on the runway here:
And you can see the whole line at KappAhl’s website here.
Tell us: What do you think? Boring or just right?
Lucia Peters is BettyConfidential’s senior editor.