Cult British Lingerie brand Lounge has stepped into the clothing space, launching their “The Debut” Collection. In an exclusive interview with Melaine Marsden, the Co-Founder & Chief Brand Officer, we explore the strategy behind their latest campaign, the brand’s expansion into new categories, and how Lounge has evolved over the past 10 years in business.
Since its founding by husband-and-wife duo Dan and Mel in 2016, Lounge has grown into a household name in the lingerie market. With over 3.6 million Instagram followers, five brick-and-mortar stores, and an evergrowing team based just outside Birmingham, it’s fair to say the brand knows a thing or two about building both a brand and community alike.
“Lounge was born in the most fitting place – our own lounge at home. Dan and I knew we wanted to build something special, but in the early days, we had no idea what that would be. What we did know was that whatever we created had to be something we truly believed in, something that could be beautifully designed yet practical enough to fit into a letterbox-sized package to keep shipping costs down! That criteria led us to Lingerie – it was an industry in need of a fresh perspective, and we saw an opportunity to redefine comfort and style for women.” – Melanie Marsden
Much of Lounge’s success can be credited to their early adoption of influencer marketing. By partnering with a diverse array of highly engaged influencers who represent women from all walks of life, Lounge has fostered a trusting, authentic, and credible community, both in the UK and internationally.
“Influencer marketing has absolutely been a huge driver for Lounge, and I’m proud of the ways we’ve been able to build genuine relationships with our ambassadors. When it comes to identifying the right influencers to represent the brand, it’s really about authenticity and alignment with our values. We also prioritise diversity in our partnerships. Our community is made up of people from all walks of life, and it’s important that our ambassadors reflect that.
The influencers we’ve worked with have helped us extend our reach and visibility, but more importantly, they’ve been integral in building trust and credibility for the brand. When someone sees an influencer they follow and admire wearing Lounge, it instantly creates a sense of relatability. It’s like seeing a friend recommend something, which is far more persuasive than traditional advertising.” – Melanie Marsden
Lounge has also made it their mission to integrate female empowerment into its brand identity, going beyond fashion to drive real social change. In 2023, the brand launched the Lounge Foundation, a dedicated women’s and children’s health charity. Through this initiative, Lounge has started several projects including:
Annual ‘Feel Your Breast Movement’ which raises awareness for the signs and symptoms of breast cancer, and the importance of knowing your normal and checking your breasts.
“Our inaugural Feel Your Breast campaign holds a profound significance for me as it was the moment that defined our commitment to breast cancer awareness and established a core pillar of our brand. It not only marks our first step in driving meaningful change within the industry but also proved the depth of our community’s connection to Lounge, extending far beyond our products, to the values we stand for.
More than just a campaign, it was a turning point in how I approach decision-making for the brand and who I am as a person. It led me to form lasting friendships with cancer survivors, whose resilience and strength fundamentally reshaped my perspective, opening my eyes to the immense impact both I and Lounge can have on these individuals.” – Melanie Marsden
‘The Legacy Project’ which provides grants and vital support to women navigating their cancer journey.
‘Black Women Rising’ which is a program designed to uplift and empower ethnic minority women as they rebuild confidence and self-worth post cancer treatment.
‘We Are Changemakers’ is a network of visioners that are on a mission to deliver state-of-the-art, lifesaving equipment and provide inspiring child friendly spaces at the hospital.
Learn more about The Lounge Foundation here
As Lounge continued to experience year-on-year growth, founders Mel & Dan naturally set their sights on expanding into new categories—none more highly requested than clothing. Not only was this therefore a natural evolution for the business, but it allowed them to continue their mission for empowering women to feel comfortable in their own skin. Lingerie was the foundation of that mission, and clothing now allows them to extend that feeling of confidence and self expression even further (and more visibly!).
With this in mind, they recently unveiled a carefully curated 32-piece collection, marking the brand’s first foray into clothing. Designed by Lounge’s all-female in-house team, ‘The Debut’ celebrates British craftsmanship, featuring classic tailoring, signature woven houndstooth, and refined fabrications.
“Drawing from the tasteful richness of the 70s and the ‘old money’ aesthetic, we aimed to create timeless pieces that elevate wardrobes with fabrics designed for longevity. This collection marks the beginning of a new chapter for us, extending our expertise in fit and design into comprehensive wardrobe solutions for today’s sophisticated, fashion-conscious woman.” – Melanie Marsden
Whilst this new collection focuses on clothing, Melaine has hinted that, they’re continually exploring opportunities to diversify their offering and take their decade of expertise in contouring, into wider categories
“Our goal is to become a modern fashion house, and introducing new categories that align with our brand values and meet our customers’ desires is certainly part of our vision for the future…without revealing too much, our customers will soon be able to curate a complete, elevated look with Lounge, beyond the clothing and lingerie pieces.” – Melanie Marsden
The full collection is available to purchase here.
