It's not unusual for a London Fashion Week designer to accept a deal to collaborate with a more financially viable company, but that doesn't mean that the partnership is always harmonious. When you see a fashion designer designing toasters, say, that doesn't make us want to eat toast.
But when Marios Schwab was announced as the latest designer to collaborate with Asos Inc (the designer-support initiative at the e-tail giant) it sounded like a match made in online heaven.
Underwear is not as far out of Schwab's comfort zone as one might imagine – looking back through his archive, the inspiration from underwear details and foundation garments in his designs are plainly evident. For this new collaboration, named Kallisti, the designer has looked to his Greek heritage. In fact, Kallisti translates as "for the fairest".
"Fusing the element of undergarments and the world that is hidden beneath clothes is a continuous inspiration behind the designs I create at Marios Schwab," the designer comments. "The detailing that goes within garments and craft involved is something I have been surrounded by since [I was] a young boy."
The line was first presented in September during London Fashion Week, with an exclusive performance by the cabaret troupe Crazy Horse de Paris, who are currently wowing the capital with their saucy routines.
The collection, made up of 25 pieces, arrives online this week, with another 13 pieces going live online in January in anticipation of the St Valentine's Day rush. Expect skimpy sequined Swiss tulle "spider web" bras and briefs, no-bra bodysuits and taffeta-trimmed underwear with hard-edged touches of metal. It's a real shame to hide it under your clothes.